法律视角下的竞价排名业务

　　　　　　　　   ——从搜索引擎服务商角度出发

摘要：本文从对网络搜索引擎工作原理的阐述展开，对竞价排名中存在的网络搜索服务提供商关键词侵权问题以及营销企业网站上侵权信息问题进行讨论，分析搜索引擎服务商承担的适当义务，最终得出民事法律对竞价排名这一商业模式应当持有的一种“谦抑态度”的结论。

关键词：网络搜索引擎，竞价排名，侵权，义务

Abstract: The first part of this essay is about working procedures of search engine, and then a lot of legal questions, such as key words infringement, false advertisement and so on was discussed. We focus on the obligations and responsibilities that the search engines should assume and reach the conclusion in the last part of essay that we should have the modest attitude toward the business model of “Pay-Per-Click” in our civil law.

Key words: Search Engines; Pay-Per-Click; Infringement; Obligations