Baidu Search Engine Consumer Behaviour

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Baidu search engine
consumer behaviour

Brief contents
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Cover page........................................................................................1 Brief contents.....................................................................................2 1 Summery..................................................................................3 2 Motivation and need...........................................................4 2.1 Reasons why people choose Baidu.....................................4 2.1.1 Free of charge........................................................................................4 2.1.2 Simple interface .....................................................................................5 2.1.3 Better user experience............................................................................5 2.1.4 Make the search more efficiency ...........................................................5 2.1.5 Better understanding in Chinese ...........................................................6 2.1.6 Seize the initiative...................................................................................6 2.2 Maslow's hierarchy of needs............................................................6 3 Perception............................................................................................7 3.1 Brand positioning..................................................................................7 3.2Advertising strategy...............................................................................8 3.3 Become a habit....................................................................................10 4 Culture...................................................................................................11 4.1 Baidu knows Chinese better.............................................................11 4.2 Culture value.........................................................................................12 4.3Nationalism............................................................................................12 5 Conclusion.........................................................................................13 6 Recommendations.........................................................................14 7 Evaluation............................................................................................14 8 Reference.............................................................................................15

1. Summary

The Internet is a tremendous repository of information. Numerous new hosts connect to the Internet every day, further boosting the already staggering amount of information resources uploaded to the Internet, thus enabling information on the Internet to accumulate exponentially. However, online information is scattered among countless hosts, and, with millions of websites, obtaining the information one needs is comparable to looking for a needle in a haystack. Therefore, a quick and effective search requires the assistance of an Internet search engine. A search engine offers an online search service based on a certain strategy using a specific computer program to collect information from the Internet.

Baidu is the biggest search engine in China and the second most popular search engine in the world. It was established by Robin Li and Eric Xu in Beijing in 1999. The name ‘Baidu’ is derived from a type of poetry dating back to the Song dynasty, symbolizing the founders’ pursuit of high-quality Chinese language retrieval technology.

As the biggest Chinese language search engine, Baidu caters to over 90% of China’s Internet users and manages more than 100 million searches every day (ppchero.com, August 2012). This translates to 77.6% of the market share in China’s search engine market, compared with Google’s 17.8% (iResearch, May 2012). The data reveal that even a technology giant like Google cannot...
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