百度竞价排名对中文核心医学期刊官网在百度搜索中的影响及思考

Effects of Baidu bidding ranking of the search results of 250 Chinese core medical periodicals

【目的】分析百度竞价排名对我国中文核心医学期刊的影响,为学术期刊如何应对虚假期刊网站的危害提供对策和建议。【方法】以《中文核心期刊要目总览》(2014年版)为依据,选择250种中文核心医学期刊为研究对象,利用"百度搜索"调查目前中文核心医学期刊在百度检索结果中的排名位置及虚假网站情况。【结果】中文核心医学期刊的认证官网排在百度检索结果首页第1位的只有80种,仅占250种期刊的32%;排名第2位及以后的期刊170种,占250种期刊的68%,其中在检索首页无正规认证官网的期刊17种,占6.8%。存在迷惑性极强的虚假"官方网站"的有173种期刊,共占250种期刊的69%。【结论】我国中文核心医学期刊在百度竞价排名规则中深受其害,政府、期刊学会、期刊自身及作者均需做出努力,从成立期刊联盟、加强辨别虚假网站知识宣传及增强维权意识等方面采取应对措施。

[ Purposes] This paper aims to analyze the effect of Baldu bidding ranking of 250 Chinese core medical periodicals＇ search results and provide suggestions to deal with the harm of false periodical websites. [ Methods ] On the basis of A Guide to Chinese Core Journals （2014 Edition）, 250 Chinese core medical periodicals were chosen as objects. The ranking position of core medical periodicals and the characteristic of false websites were investigated through ＂Baidu search＇. [ Findings ] A total of 80 medical periodicals had certification official websites with the first rank in Baldu search results, which accounted for 32%. There were 170 medical periodicals ranked second and after, which accounted for 68%, 17 （6.8%） medical journals had no certification official websites on the first search page. The deceptive ＂false official website＂ of 173 medical journals were accounted for 69%. [ Conclusions] Chinese core medical journals suffer from the Baidu bidding ranking system. Government, journal organizations, journals and authors are required to make an effort. Journal alliance, identification knowledge of false websites, awareness of rights should be effective measures to deal with false official websites of medical periodicals.