摘要/Abstract

近日，微博知名博主@衣锦夜行的燕公子爆料百度搜索引擎将假冒苹果官网电话放置搜索结果第一条极易引发消费者受骗，这是继魏则西事件后搜索引擎的竞价排名广告再次令广大网友诟病。搜索引擎竞价排名是一种原生广告，其产生和迅速壮大有一定的必然性。本文针对我国搜索引擎竞价排名的现状，结合经济学中的外部性理论，认为搜索引擎竞价排名负外部性大于正外部性，引起了网络营销市场秩序的失效，并提出了解决其外部性的方式。

Recently, micro-blog well-known blogger @ Mr Yan broke one piece of news that the Baidu search engine website placed fake Apple phone in the first search result,which is extremely easy to confuse the consumers.Before this ,the Wei Zexi incident has pushed Baidu search engine in people’s attention. The competition ranking of search engines is a kind of primary advertisement, and its emergence and rapid expansion have certain inevitability. Aiming at the current situation of search engine ranking in China, combined with the externality theory in economics, it is considered that the negative externality of search engine ranking is greater than the positive externality, which has caused the failure of network marketing market order, and put forward the way to solve its externality.