The SME market is increasingly becoming the focus of attention of all parties. Software giants such as SAP are eyeing the ERP market of small and medium-sized enterprises. Google, the global search hegemon, cuts into the field of online advertising and directly fights with the domestic search giant Baidu.
Settling against SMEs against Baidu "I have been in Google for more than 4 months. In the first 3 months, I only looked down and pulled the car, not looking up the road." On May 13, the former CEO of SK Telecom China and the current Google chief Liu Yun, global vice president of sales and channel business in China, said to the media, "From the second quarter, we have a clearer strategy."
"The first very systematic big move is to be a marketing forum for SMEs in Beijing, Shanghai, Guangzhou, Hong Kong and Taiwan in Greater China, which really helps SMEs realize the importance of using Internet advertising in the development of the industry Effect. "Liu Yun said.
"At present, the global advertising market has reached 4.4 billion US dollars. Among them, the online advertising market accounts for 7.0% of the total advertising market." Liu Yun said, "Proportionally, it seems that it is not as high as people think, but statistics show that The time people spend on the Internet is almost the same as the time they spend watching TV, and the future potential of nurturing is undoubtedly amazing. "
At present, Google mainly relies on two means in the online advertising market for SMEs, one is "Google AdWords" and the other is "Google Adsense".
Regarding the expected market share, Liu Yun said in an interview with the "China Times" reporter: "My hope is 100% market share, but in fact this is impossible. Our strategy is to make Google the Chinese market There is a valuable Internet chess piece. "
When talking about the competitive relationship with Baidu, Liu Yun said: "SMEs may have their own choices, and it will judge which one is more effective for it. Both Google and Baidu provide services for them, which is a good link. SMEs have more choices, and the real beneficiaries are thousands of SMEs. "
Liu Yun further said: "Google is a company that can bring global benefits. In addition to doing well in China, many of our SMEs also want to go global. Then Google can help them bring their products to a larger regional market. go with."
Expansion of the hope lies in the agent "Google's main rival in China is Baidu." Analyst International analyst Li Zhi told the "China Times" reporter when analyzing the strategic actions of Google China, "Google's main task in 2008 It is to increase revenue, and the purpose of Google ’s ground promotion activities for SMEs is to firstly affect SMEs and expand the size of users. In fact, the main body of paying for keyword advertisements is still SMEs, so it is also necessary to do so; at the same time, it also affects agents To strengthen the support for agents in terms of marketing and promotion. "
According to Analysys International ’s domestic search engine market share in the first quarter of this year, Baidu maintained its leading position with a 60.7% market share, while Google ranked second with a 26.8% share, and China ’s Yahoo, the third-ranked, accounted for 8.3% . As we all know, in the online advertising market of small and medium-sized enterprises and even enterprises, Baidu took the lead in achieving success through its bidding ranking, which brought great pressure to Google.
At present, most small and medium-sized enterprises in China have the characteristics of small and scattered, which is a difficult point for online marketing. In this regard, Li Zhi also pointed out: "In 2008, the penetration of China ’s search engine advertising market accelerated, and the concentration further declined. The direct marketing scope that search engine manufacturers can cover is limited to a few key regions, and most regions still need to use channels. Proxy mode. "
Li Zhi believes that whether Google can expand its advantages depends on the quantity and quality of its agents. At the same time, we must balance the distribution of direct sales and channels to reduce conflicts of interest. Because the expansion of channels will definitely affect the benefits of direct sales, Google should establish a fair and reasonable competition mechanism and cooperation mechanism to ensure the realization of the company's overall interests.
Wang Xinyu, general manager of the North Division of Google ’s Channel Department in China, revealed: "Google currently has 25 agents in China, two of which are national and the others are regional. These agents help small and medium-sized enterprises to realize their informatization, not just Promote Google ’s products and even help them build the internal network together. "
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