百度主要盈利模式的现存问题与发展探究_英语论文                        

Research on the Present Problems and Future Development of Baidu’s Main Profit Model       

摘要

随着网络信息的爆炸式增长，搜索引擎在互联网中的地位越发重要。百度公司自2000年创立以来，17年间，已成为引领中文搜索引擎的风向标。然而，2016年“魏则西事件”的发生，引发了广大网民对百度“简单可依赖”核心价值观的质疑，百度采用的竞价排名也备受争议。

故本文以百度的主要盈利模式——竞价排名为研究对象，分析竞价排名产生的背景、给百度公司带来的利益和其存在的隐患。同时，本文结合魏则西案例，以及与Google不作恶盈利模式的对比，概述百度公司目前所面临的困境。最后，本文对现存问题尝试提出可能的解决方法，望个人建议对百度公司的发展有一定的帮助。

关键词：百度 盈利模式 竞价排名 魏则西事件

Abstract

The rapid development of the Internet has brought about the explosive increase of network information. As an indispensable tool used to deal with the online information, search engine has therefore achieved a dominant position in the Internet industry. Nowadays, Baidu has played the leading role in China’s search engine industry through 17 years’ efforts since its establishment in 2000. However, Baidu was confronted with an unprecedented crisis of confidence in 2016 after the occurrence of the tragedy of Wei Zexi, which has triggered serious suspicion upon its core value among the broad masses of netizens. Besides, bidding rank, the main profit model of Baidu, has also been highly controversial.

Therefore, this thesis will focus on the analysis of Baidu’s main profit model—bidding rank from three aspects: its background, benefits brought to Baidu Company and its hidden risks. Meanwhile, after analyzing the case of Wei Zexi and the contrast between the main profit model of Baidu and Google, this thesis will reveal the present predicament of the Company. On the basis of the above research, I will provide some personal suggestions to solve the hidden problems of its profit model, and I hope my advice can be beneficial to the future development of Baidu.

Key words: Baidu  Profit Model  Bidding Rank  Case of Wei Zexi

Contents

CHAPTER 1 INTRODUCTION 3

1.1 Baidu Company 3

1.2 Profit model 4

1.2.1 Definition 4

1.2.2 Five elements 4

CHAPTER 2 PROFIT MODEL OF BAIDU COMPANY 7

2.1 Framework of Baidu Company’s profit model 7

2.1.1 Profit object: ordinary users and business clients 7

2.1.2 Profit point: concentration on the taste of customers 7

2.1.3 Profit source: revenue from advertising 8

2.1.4 Profit measures: related business activities 8

2.1.5 Profit barrier: core competitiveness 9

2.2 Classification of Baidu’s profit models 9

2.2.1. Technology transfer 9

2.2.2 Charge for search 9

2.2.3 Wireless search 10

2.2.4 Bidding rank 10

CHAPTER 3 MAIN PROFIT MODEL: BIDDING RANK 11

3.1 Background of Bidding rank 11

3. 2 Bidding rank saved Baidu 11

3.3 Google: Do not be evil 12

3.4 Hidden risks behind bidding rank 13

3.4.1 Deteriorating user experience 13

3.4.2 Fomenting malicious clicks 13

3.4.3 Weakening anti-risk capability 14

CHAPTER 4 PREDICAMENT AND SUGGESTIONS 15

4.1 Predicament 15

4.2 Suggestions 15

4.2.1 To improve the user experience 15

4.2.2 To absorb the essence and reject the dross 16

4.2.3 To keep its advantages 17

4.2.4 To launch new services and products 17

CHAPTER 5 CONCLUSION 18

ACKNOWLEDGEMENTS 19

REFERENCE 20