Reflections On The Model And Standard Of Search Engine PPC From Wei Zexi Event

In the face of vast Internet information data,the search engines has long been essential for people to retrieve information every day,access to information,and major tools.PPC is an innovative and profitable way for the Internet search engine industry to drive the industry's growing profits as a result of the huge profitability of the entire Internet search engine industry.However,in the first half of 2016 Wei Zexi after the incident,the public began to question whether Baidu need to be responsible for the death of Wei Zixi? Baidu can provide users with objective and reliable information? Baidu's main business model-"PPC" whether the Internet users and the public interest is contradictory?This paper will use the "quasi-public goods" in public economics to analyze the industrial nature of the search engine,on the basis of case analysis,text analysis on the "PPC" business model to understand,and from the perspective of power to analyze the Internet Search engine industry logic.The study found that the search engine itself has the nature of quasi-public products,and in the process of dissemination of network information to play a kind of media function.The search engine industry logic has two points,first,the search engine technology to the competitive ranking of the way to convert to a high profit;Secondly,the formation of tools by the power of technology through the user search information after the conversion to social power.But the search engine's industrial identity is attributable to quasi-public goods,and the PPC is provided with a search result that is confusing with the natural search results.The essence of the search engine is the result of human intervention in the search results.The supply of private products disguised as public goods,so as to achieve the supply of public information in the interests of commercial interests.When the search engine over-reliance on the PPC's single profit model,it will be accompanied by the pursuit of profit maximization,ignoring the public interest,the result is the result of public information and private information confusion,resulting in the abuse of social power,Industrial identity and industrial logic contrary to.This is also the root cause of the event.And to solve the contradiction between industrial logic and industrial identity,capital and social public interests of the conflict,the first search engine industry should also clear their own quasi-public product industry attributes,must be public information,advertising information strictly classified,and from the text Formalize the distinction between advertising information and public information,to provide authoritative and accurate information,while increasing the punishment of false information.Second,from the industrial logic itself,from a single PPC model to value-added services to convert,to provide some professional content charging model,directly from the "content production" to obtain a certain profit margins.At the same time industrial strategy,to break the monopoly,to promote market competition,guide the competitive services of tools,limit the power of tools to the excessive expansion of social power,thereby weakening the power of the centralization.