The Game Analysis Of False Advertising In The Business Model Of PPC

With the continuous development of Internet information technology and search engine,the business model of PPC emerges at the historic moment,which not only developed a profitable path for search engine submission,reaped huge profits.At the same time,it also brings opportunities for many small and medium enterprises PPC advertisers,and finds more appropriate marketing methods.However,the problems which brought by PPC business model harms the interests of countless consumers and other legitimate operators.Among them PPC false advertisement problem is particularly serious.It not only brings all kinds of property loss to individuals and enterprises,but also makes consumers' personal and property security seriously threatened.Therefore,it is necessary to conduct an in-depth study on the commercial model of PPC and the governance of its false advertising.First of all,the legal nature of PPC is a kind of advertising behavior on search results,it belongs to the Internet advertising.Although it is a search engine service product of technology innovation and management innovation,but this kind of innovation and development should not be out of the reason of legal supervision.Using the information asymmetry theory,the externality theory and game theory to the PPC business model of operation mechanism and profitable way,the participation main body were analyzed,and the advantages and disadvantages of this business model can have a more clear understanding.From the current development status of the business model of PPC,it mainly has the following four problems: first,the search engine service provider is suspected of monopolizing;Second,fraud click problem;Third,trademark infringement;Fourth,the problem of false advertising,which has brought serious harm to individuals,enterprises and the country.From participation main body of PPC involved,the integrated use of game theory and other related theory,has built the government regulators and search engine services,search engine service providers and advertisers,advertisers and regulatory game model,we can draw their behavior of optimal strategies,and advertisers of false advertising behavior related factors(such as penalties,etc.).Based on the results of the above model analysis,the corresponding countermeasure of management PPC false advertisement should start from the following aspects: improve and perfect our Internet advertising related laws and regulations,improve and perfect our Internet advertising supervision system and strengthen the construction of social credit system.