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1、ThePotentialRe-entryofGoogleintotheChineseMarket:TheChallengesFacingtheWorld'sMostProminentSearchEngineasItSeekstoRe-BuildItsPositionintheWorld'sFastestGrowingEconomy1INTRODUCUTION1.1BackgroundInformationGoogleanditshistoryinChinastartedfrom2000.Afterito
2、btainedtheofficialinternetdomainname"google.cn"inJan.2006,ithadbeenexperienced4yearsdevelopmentinChinasearchenginemarketandfinallygaveupChinesemarketinMar.23rd,2010.AsthereasonssaidGoogledecidedtoexistChinesemarket,InternetFreedomanditsrelationshipwithIn
3、ternetSecurityhasbeenahottopicinChinasincethen.Well,peopleindifferentareahavetheirowndiverseunderstandingsoflifeorfreedomoretc.SomearguesthatGoogleisthetriumphoffreedomagainstcontrolandsomearguesGoogleshouldnotputtheiropiniontowardsfreedomcrudelyintoChin
4、eseminds.However,nomatterwhoisthewinnerofthedebate,thereissomethingobvious-GooglefailedwhenitenteredChineseresearchenginemarket.Asaforeigncompany,Googlefaceddifficultvalueoptionwhenittriedtobelocalized.Chinesesearchenginemarkethasneverstopitsboomalthough
5、themostpopularsearchengineGoogleexited.AccordingtoiResearchData(iResearch,2011),averyprestigiousconsultingcompanyinChina,Chinaresearchenginemarketscalehasexpandedtobe187.8billionRMBin2011,whichhasincreasedupby11.7%comparedwith2010,whenGoogleleavedChina.M
6、eanwhile,Googlehasbeenalwaysthefirstinglobalsearchenginemarket.AccordingtodatapublishedbyiResearchCo.,Ltd,Googlemadeup72.1%searchenginemarketinFeb.2012.Yahoo,asthesecondplacesearchengine,madeup16.5%whichisfarbehindGoogle.InviewoftheGooglemonopolyposition
7、intheworldonthesearchenginemarket,andgreatpotentialofChinasearchenginemarket,Googlehastore-enterChinesemarketformorecompetitiveadvantagesandmoreprofit.AsisreportedbyWallStreetJournalinJan.18th2012,Googlehasstartedtohiremoreengineers,sailorsorproductmanag
8、erstopreparethere-entrancetoChinesesearchenginemarket.However,theChinesesearchenginemarketisbecomingwithoutconsideringGoogle.AccordingtotheChinesesearchenginemarketresearchreport2011publishedbyCNNIC(ChinaInternetNetworkInf
