Google in China--论文代写范文精选

51due论文代写网精选代写范文：“Google in China” 本文向我们介绍的是谷歌的发展过程，像我们说明谷歌在世界各国家的发展，以及谷歌名字的由来。谷歌在每个人的生活中扮演着重要的角色，他们为了收集信息、学习、爱好、娱乐等，都在使用它。

Google in China BACKGROUND – This piece of work is related to Computers and use of Internet, how they gradually picked up pace with fast moving technology and now it is been used worldwide. Computers were generated a century ago, whereas internet was initially used for defence purposes. Later people felt the need of a website where all the information can be searched in one place, so PhD students of Stanford University in California Larry Page and Sergey Brin in 1996, they created Google as their research project in January 1996. Initially they gave this search engine a name called backrub, as it showed back link. The name Google came from the misspelling googol which means number one followed for one hundred zeros, which means that this search engine has a capacity to handle this much amount of information load. INTRODUCTION – There are quite a few search engines which are helpful to gain information required to customers’ requirements. Worldwide information is stored in such search engines and is constantly updated with latest information in detail. Think of anything and you will be able to get information in depth. Thus these search engines are the store house of information and is knowledgeable in every aspect. The market leaders in this field are Apple, Microsoft, Google, Amazon, Facebook, Twitter, Mozilla, Yahoo, Cisco, IBM and Nokia. Google has ten toughest competitors in the market worldwide. Mamma and Dogpile are also search engines dominant in China. As Google is accepted and used in most part of the world, and had to face few tough political and cultural barriers / issues in few countries like, France, Germany, USA and China. Other countries had few restrictions, as per their government policies; after making some changes as per countries laws, then they had accepted and appreciated. World’s populist country, 20% of the world population, China has a huge market. Being communist state does not allow foreign investors to interfere in their market till 2001 when they opened doors in December 2001 by signing World Trade Organization. China lowered tariffs and abolished market impediments. USA export to China in 2001 was $19 billion and in 2005 it went to $41.8 billion. This shows the market potential, and can predict what it will be in near future. Looking at the market potential Google had tried negotiating with China’s government and non government organizations to accept Google and give entry to the China market. They had developed Google in Chinese language, especially for Chinese nationals. But as this country is a communist, they are very strict in their laws and policies; they do not allow anyone to interfere in their policies. SUMMARY OF ENVIRONMENTAL AUDIT – Google is playing an important role in every individuals life, who are using it for any purpose, may be for collecting information, studies, hobbies, entertainment, etc,. The Google’s motto “Don’t be evil” from the founders letter and also developed an ethical code of conduct for both internal and external audience. The core message is clear and simple: Being Google employees means striving hard towards attaining highest possible standard of ethical business conduct. This is a matter as much practical as ethical; Google hire great people who work hard to build great products, but our most important asset by far is our reputation as a company that warrants our users’ faith and trust. That trust is the foundation upon which our success and prosperity rests, and it must be re-earned every day, in every way, by every one of us. http://www.darden.virginia.edu/corporate-ethics/pdf/BRI-1004.pdf 19/12/2010 SWOT Analysis – [pic] http://www.maxi-pedia.com/SWOT+analysis+matrix+method+model SWOT Analysis: It give a clear picture of the organizational strengths and weaknesses as compared to their competitors in the market. Thus the organization will they study the market position and then apply its marketing strategy to be ahead in the market from their counter parts. SWOT also helps to find opportunities and the possible threats around in the market in the near future. We can see that there are internal and the external factors affecting Google’s strategies. Many of the internal do agree that Google should enter China as per the Chinese law makers want, but few think that Google should be universally the same. No change to be made for specific people or state, it should be accepted as it is everywhere. The customers or the end users are the people who really matter as they are the one who are using Google in their everyday life. So Google thinks that, the product should be tailor made to suit the requirement of the customers. Google is looking towards China as a huge market, 1.6 billion populations – worlds 20% population resides here. Hence it is advisable that Google should not miss this opportunity of growth and prosperity both in terms of business growth and economic growth. Strengths – • Google had established a brand name for itself and is a leading search engine on net. • Google is user friendly and reliable, and its search engine is simple and speedy. • It has a market share of $185.61 billion according to ‘Yahoo Finance’, Dec 5, 2009. • It makes a area of expertise in marking the ends in differential scale i.e. it separates the sponsored links from the regular links that are provided. • The search engine also provides localized searching, helping customers in getting results according to their area / location. • It provides services such as E mail, News, Listing, communication, entertainment, etc. • Google come-up with ideas such as solutions to wireless hand-held devices, personalized toolbars, & indexes. • It directly routes its users to the webpage without lingering on another site for commercial Revenue. • It’s also acquired YouTube which provides video services to users across the net, & which is regarded to be the number-one online video portal users. Weaknesses – • Google mostly dependents on its search based marketing. • The users face dead end in lot of sites as the give quotation but not the whole text. • Google pays less attention to the service of search engine. • Its cost-per-click marketing charge & rating policy, owner makes it difficult for the clients to foretell the positioning of their ads & their costing as per se. Its relative marketing is thought about less effective regarding sales generation, & hence the algorithms behind the search are incorrect. • Localized search sometimes end in errors. • Google has no control on monitoring YouTube and it is also pays less attention towards social-networking space. • The products & services integration is heterogeneous and the cost of data centre is shooting up day by day. • Access to Gmail account was the biggest weakness. Due to censorship strictly followed by Baidu, This could create an adverse effect on the minds of the people for Google. Opportunities – • Giant opportunities for reaching new groups / segments and reaching for new contents. China market will be the biggest opportunity in near future from business point of view. • Simple specialist search, which can be integrated using open-URL. • Using higher value content on the net, and use local vendors • It can relive the trend like Yahoo! & MSN & become a mass market portal for users that will increase switching costs for its potential users. It can merge with an already existing mass market portal to cover more ground regarding its users. • Google can add localized vendors to localized search on paid adverts. • It can provide more services to the hand-held devices to capture more market that goes past the conventional web. • It can increase its overall commercial spending online. • Its can enhance by having new acquisitions. • It can increase the net usage which will render the usage of google.com to be increased as well. Threats – • It can lose control over the indexing policy owner. • The censorship will be imposed which will render plenty of services to be less effective. • Users ending up not getting to the institutional subscription and disappearance of informational skills. Library services becoming less visible. • Competition from firms like Yahoo, MSN, Baidu. • Federal lawsuit regarding the collection of search habits of the consumers, which erodes public perception. • It will lose a substantial amount of revenue if its contacts with portals like AOL. • There is no time constraint regarding the business, competitors can emerge with better interface & new ideas regarding the search mechanism that will make Google lose its market share. • It can lose its simple & user-friendly interface if it decides to become a portal, for which it is favourite among its users. • It can get stuck in issues if it decides to acquire information regarding its users’ personal information. • Google service depends highly on its network members. • Privacy issues regarding the content possession. Porter’s Five Forces – [pic] 1. Barrier: Google is facing barriers to enter China market, as the law makers, government and non-governmental organizations are strictly scrutinizing Google sites; as there are many sites where the Chinese government policies do not agree with the information provided on the web page. They need to filter this type of information as it may contain anti social elements, anti religious, etc,. So Chinese government wants such information to be deleted. 2. Suppliers: Over here suppliers are the information providers. Google has to rely on the information suppliers. They have their own work force to input most of the information in their search engine. 3. Substitutes: China is having two search engines Baidu and Mamma the domestic players. Google needs to compete with them, as they fall well within the country law and fulfill the policy requirements. 4. Competitive Rivalry: In China the other competitors are Yahoo, MSN, who are already in the Chinese market and gaining more popularity as it is user friendly. 5. Buyers: Advertisers are the financial source, on which Google business runs. As they are well known and widely used, hence most of the companies prefer to use Google as means to reach out to customers. PESTEL Analysis – [pic] Political: The Communist ruler has his personal views and interests to gain popularity, and in the interest of gaining confidence of the people. They are against anti social, anti religious and terrorism related information to be supplied to their citizens. They need this information to be filtered. Economical: China has a huge market and the people are financially well to do, so there is no problem economically. But the investors need to Social: People are used to Baidu, Mamma and now Yahoo, MSN search engines; they are legally accepted by the government. So people are used to the other search engines. Technological: Google needs to work on the technology to find itself ahead of its competitors in the China market. They need to fit a censor which will be able to filter banned information and sites in Google.cn, so as to be the market leader. Environmental: China has a big territory, and hence Google need to penetrate deep into the market to attract all class of customers. There will be difficulties in remote areas, where there is less facilities of communications. Legal: As China is ruled by Communist, the law is very strict and does not allow outsiders to play with their law and order. They are very much particular about the information coming from outside world to their people. They had barriers to all information coming to china and filters are been placed. They had recruited nearly 40,000 police force only to monitor cyber cites and watch people visiting sites. EVALUATING CURRENTS STRATEGY – Google.com and Google.cn are specially developed for Chinese, Google.cn is tailor made for people in China and Google.com in Chinese language for Chinese people outside China. Google.com provides all the information, whereas Google.cn has filters and banned quiet few sites. So less information is available through Google.cn. Google is trying to enter into China and want to make a place for its own. Even though there are lot of restrictions and barriers from the law makers, still Google is looking forward to accept and introduce tailor made product which will be acceptable to China. So that Chinese will get familiar with the product and get used to it, and thus can make its stand in the market. DISCUSSION – China is a huge market and Google should make efforts to capture the Chinese market even though it is facing lots of restrictions. Looking from business point of view, Google can gain a lot in the near future. CONCLUSION – As China had recently opened their market to the world, their policy will also change but it will take time. Change does not happen suddenly, people resist initially but later they had to accept the change; same is the case over here. Google is persistent to enter in the China market, even though the China government is putting barriers to give entry to Google. Google is doing the right thing, as they are accepting the bans and filters to some of their sites, mainly the u-tube; they made Google.cn only for this market. It is tailor made and is in accordance with the China law. RECOMMENDATIONS – Google should not lose hopes as in near future this market will accept Google as it has been accepted by the world. So Google at present should accept all the barriers and filter the information as requested. In near future China will accept Google completely as it is. -Y

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