Kaku的部落格

　　Google已经深陷于中国政府审查的压力之中，最近它公开表明他们的搜索结果正在被过滤，这迫使其必须与政府进行合作.
　 机遇无限

　　由于中国拥有世界第二大网络用户群，因此，搜索引擎网站的竞争将会日趋本土化。当Google还沉迷于自己的伟大成功时，中国本土的百度（Baidu.com）发展迅速，特别是在校园，凭借（在2005年前）Google还被封锁的优势，百度已于2003年开始升级网站的搜寻功能，并加速进行了品牌和服务的推广。
根据中国研究机构中心的统计：在2003年的时候，35%的中国居民更倾向于使用Google进行搜索，而百度的市场占有率仅为31%。去年，百度上升到了57%，而Google仍然维持在33%左右。
从营业收入的角度进行考核，Google排名位列中国搜索引擎的第三位。市场占有率从2005年第二季度的23%下滑到2006年第一季度的13%。百度是第一，具有44%的市场份额，其次是雅虎中国（目前由马云和他的商业网站——阿里巴巴所掌控）。“在中国，Google没有提供游戏服务，这就是为何网络搜索监督机制对于Google的影响要大于百度的原因。” Google另一个强有力的竞争者搜狐的首席执行官张朝阳这样评价。

　　“谷歌”落地

　　今年四月，Google的主席埃里克·施密特（Eric Schmidt）来到北京，并确定Google在中国的官方名称为“谷歌”。中国的网友立即开始嘲弄那个中文译名，说它是意思是“山谷的歌曲”。一个名为“不要谷歌”的网站调查显示：对Google的官方中文名投反对票的约为17600人，而喜欢这个名字的人数仅为1300。
一年前，Google挖走了微软的副总裁李开复，让他担任Google中国地区的联合主席。对李开复来说，他有一项最重要的工作就是与中国政府协商，并力争解决Google网站上时常发生的对搜寻结果的封锁管制。但是，截至目前并没有明确结果。中国网络信息中心的高级顾问皮特鲁认为：“这样的结果证明Google与政府关系并没有实质性进展。”目前也有传闻说李开复可能会因为工作并未取得理想效果而离开Google。但对此说法，Google公司并未进行任何评论。
Google在中国拥有一些机会，但它将不得不让自己转变风格服务于中国新的网络使用者，这些人拥有较低的文化修养，而且更倾向于使用百度进行搜索。对此，网络市场专家封英剑说：“Google必须尝试更多的新举措。”毕竟，征服中国之路还很漫长。

作者：Michael Zhao
出处：《福布斯》2006年8月14日
编译：赵丽娜

以下是我在网上找到的英文原文:
Companies, People, Ideas
Don’t Hand Me That Gu Ge
Michael Zhao, 09.04.06

Google is searching for a winning strategy in China.
Google (nasdaq: GOOG - news - people ) caught flak when it caved in to pressure by China’s government censors to filter Web search results. Yahoo (nasdaq: YHOO - news - people ), MSN and all the Chinese search services play ball with censors, too. Despite the fact that Google lets users know when results are filtered and that the company has pointedly declared its reluctance to cooperate, it was branded an amoral collaborator.

And Google’s join-’em-if-you-can’t-beat-’em act isn’t working, either. The search race in China, the world’s second-largest base of Internet users, is going to the home team. While Google has been sleeping on its big name, China-born Baidu.com in 2003 started upgrading search functionality and speed and promoting its name and services, especially on college campuses, where “googling” was blocked before August 2005.

In 2003, 35% of Chinese surfers preferred Google, besting Baidu’s 31% share. Last year Baidu rose to 57% while Google froze at 33%, according to Iresearch Consulting in China.

In research-ad revenue Google has sunk to a 16% share in the second quarter of 2006 from 23% last year, engaging in a neck-and-neck competition with Yahoo China (15.7%), now run by Alibaba.com’s Jack Ma. Baidu has further consolidated its runaway lead, claiming half of the home market, up from 37% in 2005. “In China, Google has no game,” says Charles Zhang, chief executive of Sohu, another search competitor.

Why is it that censorship seems to hurt Google’s image more than it does Baidu’s? It could be that less defiance of the government is expected from the homegrown player, or it could be that Google’s holier-than-thou corporate philosophy back in the States is haunting it.

In April Google Chief Eric Schmidt went to Beijing to officially coin “gu ge” as the Chinese name of its search site, google.cn, which launched in January. Chinese surfers immediately razzed the name, which means “songs from the valley.” A not exactly unbiased site called noguge.com has logged 18,300 votes against the name, versus 1,400 in favor.

A year ago Google lured Microsoft (nasdaq: MSFT - news - people ) vice president Kai-fu Lee to be its co-president in China. Part of his job was to work with the government to end the frequent blackouts of uncensored searches. So far, no dice. “This shows Google has [made] no progress in government relations,” says Peter Lu, a senior adviser to the China Internet Network Information Center. A rumor has surfaced recently in China that Lee may leave over Google’s lackluster performance there. (Google doesn’t comment on rumors.)

Google has a chance in China, but it will have to start selling itself to China’s new Web users, who are less well educated and more prone to favor Baidu. “Google has to do a lot of promotion, which seems not to be its strength,” says Internet marketing expert Feng Yingjian.

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