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Google's Localization Strategies in China: Overcoming Challenges and Enhancing Market Share

Read about Google's journey in the Chinese search engine market, challenges faced, and strategies to enhance market share through localization and understanding cultural nuances. This analysis is relevant for international marketing students.

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Google's Localization Strategies in China: Overcoming Challenges and Enhancing Market Share

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  1. in China Xiaodan Dong April 3rd, 2008

  2. Search Engine Market Share in China Baidu Retrieved from: http://www.5120w.com/yunying/news4/20080211/2572.html

  3. Company Overview • World’s largest search engine • Organizes the world’s information • Makes information universally accessible • Easy-to-use free service • Focus on the user • 50% market share in the US

  4. No office or server in China Focused on elite white-collars Inability to fully understand Chinese people China’s censorship laws Struggled to compete with local companies Google’s Problems in China

  5. Signed a license to become a Chinese internet service Introduced a dual-search engine strategy-Self-censored search engine: google.cn-Unfiltered but partially blocked: google.com Used disclaimers for blocked sites Google’s Response

  6. Stronger technical support to information in Chinese More focus on normal people More localization Advertising campaigns & promotion Recommended Solutions

  7. Google’s localization Political and cultural environment Technical support Marketing strategy Conclusion

  8. Course Packet: Readings and Cases MKT 8720 International MarketingWinter 2008Shaoming Zou Reference

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