搜索引擎平台优化策略何以提升消费者福利?  

How can optimization strategies for search engine platform improve consumer welfare?

作　　者：蔡祖国 梁颖 范莉莉[2] 蒋玉石[2] CAI Zuguo;LIANG Ying;FAN Lili;JIANG Yushi(International Business School,Hainan University,Haikou 570228,China;School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China)

机构地区：[1]海南大学国际商学院,海南海口570228 [2]西南交通大学经济管理学院,四川成都610031

出　　处：《管理工程学报》2024年第6期112-127,共16页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金项目(72172129);国家自然科学基金地区科学项目(71963012)。

摘　　要：本文通过构造搜索引擎平台优化策略的一般性分析框架,及与之相匹配的两阶段理论模型,考察搜索引擎平台优化策略的作用机理,探索搜索引擎平台优化策略对消费者福利及搜索引擎平台利润的影响,从而推动搜索引擎平台优化策略的有效应用。研究发现:短期来看,搜索引擎平台优化策略的排序均衡将违背消费者检索意愿,虽激励了低质量销售商参与付费位置拍卖活动,维持付费位置拍卖市场稳定性,增加搜索引擎平台利润,却损害了消费者福利;长期来看,搜索引擎平台优化策略的排序均衡将契合消费者检索意愿,激励高质量销售商最大限度吸引消费者注意力,推动消费者实施购买行为,提升消费者福利,并通过降低均衡投标金额,一定程度地激励低质量销售商持续参与付费位置拍卖活动,进而实现协调双边用户的需求。并且,搜索引擎平台优化策略的排序均衡对搜索引擎平台利润有“先降后升”的“U”型曲线的影响。产业实践案例显示,中文主流搜索引擎平台的优化策略遵循长短期效应。For a long time,it has been a fact that search engine platform enhances the efficiency of consumer search by optimizing the ranking of search results,i.e.,search engine optimization(SEO).As early as 2007,Baidu′s search engine platform adopted the algorithm of user preference and customized design to enhance user experience and increase corporate profits.On the one hand,the search engine platform identifies consumers′search intentions.On the other hand,the search results that match their search intentions are ranked higher so that they can quickly search for the corresponding results.It is not difficult to find that these research perspectives bring the platform profit motivation into conflict with the consumer welfare motivation.This is not helpful for the continuous implementation of SEO in the platform.Accordingly,it is of theoretical contribution to construct a general analytical framework and explore the mechanism of action of SEO implementation strategies.In this paper,general theoretical models are attempted to be constructed.The effects of SEO implementation strategies on the ranking equilibrium of search results are examined.And then the effects of SEO implementation strategies on consumer welfare are explored,thus providing theoretical references for the development of search engine platform optimization strategies and implementation paths.Compared with the previous theoretical literature,our model is based on several theoretical breakthroughs to build a general analytical framework.First,regardless of the process of SEO implementation strategies,it results in a ranking equilibrium given by the search engine platform,reflecting the optimal results of the platform′s ranking behavior.Second,there are inter-period differences in the ranking equilibrium resulting from the search engine platform ranking behavior.Furthermore,the sellers involved in the paid search result ranking and those involved in the natural search result ranking should be the same group of sellers.All the sellers have no direct inte

关 键 词：消费者检索行为 搜索引擎优化 搜索引擎排序行为 

分 类 号：F269[经济管理—国民经济]