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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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in China Xiaodan Dong April 3rd, 2008
Search Engine Market Share in China Baidu Retrieved from: http://www.5120w.com/yunying/news4/20080211/2572.html
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
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
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
Stronger technical support to information in Chinese More focus on normal people More localization Advertising campaigns & promotion Recommended Solutions
Google’s localization Political and cultural environment Technical support Marketing strategy Conclusion
Course Packet: Readings and Cases MKT 8720 International MarketingWinter 2008Shaoming Zou Reference