Googles Failure in China - 1279 Words

Global Marketing Google’s failure in China TABLE OF CONTENT Table of content 2 Abstract 3 Critical Analysis 3 The key issues and the lessons 5 Conclusion 6 References 7 Abstract It has been 9 years since Google entered China Market officially, and 5 years since Google established Google China. Despite having a brand value of an amazing $66.4 billion, Google.cn still fails to dominate the search engine market in mainland China and faces stiff competition from bitter rival Baidu. In other words, Baidu’s market share in China is nearly 75 percent to Google China’s 25 percent. The secret to Baidu’s success and Google’s failure is largely positioning. Chinese authorities blocked Google†¦show more content†¦Hence, Baidu.com is easier to remember than Google.cn. Inability to control sensitive content. The Great Firewall is extremely sensitive when it comes to pornography contents. The reason of blocking Google International is that netizens in China can search pornography images via Google Images when the default setting of SafeSearch is off. In contrast, Baidu has a strong filter to sieve out any unsuitable content that displeasure the Chinese government. As a result, it’s almost impossible to search any sensitive content on Baidu. Google failed because government would not care about its position when all of us have to face the laws. In China, consumers rely on blogs and other user-generated consumer reporting when deciding what to buy, mainly because they trust word of mouth much more than any blatant advertising campaign. So it should come as no surprise that they re also very active participants, leaving more than twice the amount of comments their peers elsewhere post. The key issues and the lessons China is a complicated market, more so with the media industry. The Chinese government retains far more control over media, the press, and the internet than any other economy at a similarly-developed level. Chinese internet users do not like to type, perhaps due to the fact that Mandarin has many thousands of characters. They navigate almost entirely by using the mouse. This may look cluttered and disorderly to an American, but it makesShow MoreRelatedEssay about Google in China683 Words   |  3 PagesWhere is the company most vulnerable, from a communications standpoint? Google entered China in 2006 with high hopes of taking over the Chinese internet market. In order to become a major player for internet search engines in China, however, they had buckled and filtered search results according to the Chinese government. 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