Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/50764
|
| Title: | Yandex於俄羅斯網路界成功之因素
Yandex key success factors in Russian Internet search |
| Authors: | 莉蒂雅
Kichkildeeva, Lidia |
| Contributors: | 邱仁钿
Chiou, Jen Diann,
莉蒂雅
Kichkildeeva, Lidia |
| Keywords: | 百度
俄羅斯
搜尋引擎
Yandex
Baidu
Naver
Russia
Search Engine |
| Date: | 2010 |
| Issue Date: | 2011-09-29 16:38:04 (UTC+8) |
| Abstract: | 搜尋引擎已成為大多數人普遍使用的電子服務項目。Google是全球網路搜尋的龍頭，但是Google在中國、南韓和俄羅斯三個國家未竟全功，而分別由百度、Naver和 Yandex三個搜尋引擎獨占鰲頭，有著相同語言和文化知識的本國搜尋引擎，成為當地使用網路者之首選。Yandex是俄羅斯排行第一搜尋引擎，尤其是使用俄文搜尋時；也是俄羅斯最具創新的公司。本研究藉由分析Yandex本身及進一步比較如百度和Naver的本土搜尋引擎，探討Yandex成為俄羅斯網路搜尋龍頭的最主要因素。
百度、Naver和Yandex這三間公司會成為當地最重要的搜尋引擎，其原因最大的共通性是「高度本地化的服務」。相較於Google這類外國公司，更了解當地市場的需求。以Yandex為例，其擁有突破性的技術，專注於搜集且貼近當地需求，充分發揮在地化的服務，進而保持在市場上的領導地位。 Yandex未來發展將專注於擴大搜尋服務到新興市場，精進其於移動應用服務及因應全球趨勢。身為一個在俄羅斯網路搜尋界的領導者，沒有其他競爭者比Yandex更會培訓旗下的企業者，運用機會，成功地吸引到本地網路使用者。
Search engines have become usual service for the large majority of people. Google is acknowledged leader in global Internet search. There are three countries where Google has failed to dominate the search market. Baidu, Naver and Yandex are clear market leaders in China, South Korea and Russia respectively, where local language and cultural knowledge has made them first choice for many web users in those markets.Yandex is a Russian based search engine focused on search in Russian language and number one innovative company in Russia.Through business analysis of Yandex itself, and other local search engines Baidu and Naver, and their further comparison, this research discusses the main factors that made Yandex a leader in Russian Internet search.
Through the case study the author concluded the factors led to dominance on local markets of each search engines discussed have similarity among three companies Yandex, Naver and Baidu. Their highly localized services brought them comparatively stable and long-term market leadership. All of those companies know local markets better than foreign based competitors such as Google. As for Yandex, breakthrough technology, focus on search and better market understanding and localizing all the services played sufficient role in keeping a leadership position on the market. This study suggested Yandex future development should be focused on expanding into new geographical markets in search industry, as well as will be highlighted with expanding its mobile applications service along with global mobilization trend.
As a leader in Russian Internet search, there is nobody better placed than Yandex to educate business practitioners in the Internet on how to tap into those opportunities and successfully target the local audience.
List of Figures viii
List of Tables x
Acronyms xi
Chapter 1 Introduction 1
1.1. Research motivation and background 1
1.2. Research questions 5
1.3. Research flow 6
Chapter 2 Search Engine Industry Introduction 7
2.1. Introduction 7
2.2. Short history of the WEB and search 7
2.3. Search engines – principles of work 10
2.4. Global Search Market Overview 12
Chapter 3 Internet value chain 14
3.1. Growth of Internet usage 14
3.2. Global value chain 18
3.3. Internet penetration in Russia 23
3.4. Competition environment in Russian search engine market 29
Chapter 4 Yandex case study 31
4.1. Yandex Overlook 31
4.1.1. History of Yandex 31
4.1.2. To sell or not to sell 35
4.2. Yandex Today 36
4.2.1. Financial performance 37
4.3. Success factors 38
4.4. Google vs. Yandex 44
4.5. Yandex SWOT Analysis 48
Chapter 5 Case studies on Baidu and Naver 52
5.1. Case of Baidu 52
5.1.1. Outlook on China Internet Market 52
5.1.2. Baidu Inc. – company overview 54
5.1.3. Key factors of Baidu dominance 54
5.2. Case of Naver 57
5.2.3. Naver’s main success factors 60
5.2.4. Naver’s future 62
Chapter 6 Findings and recommendations 64
6.1. Findings: Lesson from Yandex, Naver and Baidu 64
6.2. Recommendations to Yandex 66
References 72 |
| Reference: | A Case Study on Strategy: Yandex Resist Google’s World Domination (n.d.). Retrieved from http://www.slideshare.net/
A.T. Kearney Inc., Internet value chain economic (2010)
Andrei Kolesnikov, Coordination Center for TLD RU/РФ
Atkins-Krüger A. (2011). Yandex: Not Copying But Searching For Google’s Underbell. Search Engine Land.Retrieved fromhttp://searchengineland.com/yandex-not-copying-but-searching-for-googles-underbelly-71282
Baidu CEO reveals strategies to thrive. (2009). China Daily. Retrieved from http://www.chinadaily.com.cn/bizchina/2009-09/16/content_8700076.htm
Banks M.A.(2008). On the Way to the Web,The Secret History of the Internet and its Founders. Retrieved from http://www.springerlink.com/content/978-1-4302-0869-3/#section=220143&page=2&locus=7
Baran D. (2008). Russian Internet Advertising Market Booming. Seeking Alpha.Retrieved from http://seekingalpha.com/article/63889-russian-internet-advertising-market-booming
Barboza D. (2010). China’s Internet Giants May Be Stuck There. The New York Times. Retrieved from http://www.nytimes.com/2010/03/24/business/global/24internet.html
Bonfils M. (2011). Search Marketing Guide to Naver, Korea`s Most Popular Search Engine. Search Engine Watch. Retrieved from http://searchenginewatch.com/article/2070244/Search-Marketing-Guide-to-Naver-Koreas-Most-Popular-Search-Engine
Boston Consulting Group. (2010). The Internet’s New Billion Digital Consumers in Brazil, Russia, India, China, and Indonesia: Aguiar M., V. Boutenko A., Michael D., Rastogi V., Subramanian A., Zhou Y.Retrievedf from http://www.bcg.com/documents/file58645.pdf
Branningan T. (2010). Google to end censorship in China over cyber attacks. The Guardian. Retrieved from http://www.guardian.co.uk/technology/2010/jan/12/google-china-ends-censorship
Chmielews D.C. (2007). Search site moves at the speed of China.The Los Angeles Times.Retrieved from http://articles.latimes.com/2007/dec/10/business/fi-baidu10
Choudhury, A., Wu, Z.J. & Campbell, M. (2011).Russian Social Network VKontakteSaid to consider Share Sale in New York. Bloomberg.Retrievedfromhttp://www.bloomberg.com/news/2011-06-23/russian-social-network-vkontakte-said-to-consider-public-offering-in-u-s-.html
comScore, Inc.,(2011)
Franchetti M. (2008). Russians dent Google’s world domination. The Sunday Times. Retrieved from: http://company.yandex.ru/about/interview/archive/2008/08-24.xml
Gabay, J. Jonathan. (2000). Successful Cybermarketing in a Week.Hodder& Stoughton. Retrieved from http://hannemyr.com/en/diff.php
Helmer J. (2011). The Yandex Float – is Russian Internet Commerce Free to Wag it’s Tail with the Market or the Master. Business Insider. Retrieved from http://www.businessinsider.com/the-yandex-float--is-russian-internet-commerce-free-to-wag-its-tail-with-the-market-or-the-master-2011-5#ixzz1QsDmvRjaAccording THE YANDEX FLOAT – IS RUSSIAN INTERNET COMMERCE FREE TO WAG ITS TAIL WITH THE MARKET OR THE MASTER?
http://www.baidu.com
http://company.yandex.ru
http://www.linkedin.com
http://www.naver.com
http://www.nchcapital.com
http://www.pcmag.com
http://www.xanadu.com
Interbrand. (2011). Best Russian Brands 2010.Interbrand. Retrieved from http://www.interbrand.com/Libraries/Branding_Studies_RU/Best_Russian_Brands_2010.sflb.ashx
Ioffe J. (2009). Google’s Russian threat.Fortune Magazine.
Kan M. (2011). China`s Baidu Launching Free Legal Music Downloads. IDG News, Retrieved from http://www.pcworld.com/article/227211/chinas_baidu_launching_free_legal_music_downloads.html
Kolesnikov A. (2011). Coordination Center for TLD RU/РФ.ENOG 1/ RIPE NCC Regional Meeting.
Korean search engines and Korean SEO. Search Engines in Korea. (N.d.).Web Certain. Retrieved from http://www.webcertain.com/korean-search-engines.html
Leading Search Engines Baidu and Yandex to Speak at International Search Summit Seattle.(2011). PRWEB. Retrieved from http://www.prweb.com/releases/2011/03/prweb5203774.htm
Moon I., Woyke E. & Elgin B. (2006.) NHN: The Little Search Engine That Could. BloombergBusinessweek. http://www.businessweek.com/magazine/content/06_05/b3969057.htm
Naver - Myth of Internet Age Success. (2007). The Korea IT Times. Retrieved from http://www.koreaittimes.com/story/3083/naver-myth-internet-age-success
Owen F. (2010). Baidu`s CEO Pursues Long-Term Growth. The Wall Street Journal. Retrieved from http://online.wsj.com/article/SB10001424052748703999304575399162122796630.html
Pfanner E. (2006). Despite founder from Russia, Google has not found its way there - Technology & Media - International Herald Tribune. The New York Times. Retrieved from http://www.nytimes.com/2006/12/17/technology/17iht-goog.3927027.html
Sang-Hun C. (2007). Crowd`s wisdom helps South Korean search engine beat Google and Yahoo. The New York Times. Retrieved from Retrieved from http://www.nytimes.com/2007/07/04/business/worldbusiness/04iht-naver.1.6482108.html)
Seeking success. (2009). The Economist. Retrieved from http://www.economist.com/node/13185891?story_id=13185891
Shyu J. (2008). Evil: Circumventing Chinese Censorship. San Diego Law Review.
Solovieva D. (2009). From Bumper to Bummer, Traffic in Moscow Tails the Economy.The Wall Street Journal. Retrieved from http://company.yandex.ru/about/interview/archive/2009/03-05.xml
Synthetic language (2011).Encyclopædia Britannica. Retrieved from http://www.britannica.com/EBchecked/topic/578706/synthetic-language
Ted Conferences, LLC.(2011).Amber Case: We are all cyborgs now.Retrieved from http://www.ted.com/talks/amber_case_we_are_all_cyborgs_now.html
Ted Conferences, LLC. (2011). Speakers Amber Case: Cyborg Anthropologist. Retrieved from http://www.ted.com/speakers/amber_case.html
Wall A. (n.d.). Search engines history. Retrieved from http://www.searchenginehistory.com
Whitney L. (2011). NFC mobile payments could hit $50 billion by 2014. Cnet News.Retrieved from http://news.cnet.com/8301-1023_3-20070015-93/nfc-mobile-payments-could-hit-$50-billion-by-2014/#ixzz1R3edjWJiNFS
References in Russianlanguage
BostonConsultingGroup.(2011). Россия онлайн. Влияние Интернета на российскую экономику. Банке Б., Бутенко В. & КоцурO. Retrievedfromhttp://img.rg.ru/pril/article/48/57/59/000111333.pdf
Interfax. (2011). В Москве продолжает расти количество автo. Retrievedfrom: http://www.newsinfo.ru/news/2011-02-28/asad/748694/
БудущеезаNFS. (2011).EWMR.Retrievedfromhttp://www.ewmr.ru/texnologii/budushhee-za-nfs.php
Мещеряков В. (2011). «Мегафон» покусился на «Яндекс.Карты». Cnews. Retrieved from http://www.cnews.ru/news/top/index.shtml?2011/06/29/445758
Cерьгина, E. (2011). Доконцагода «Яндекс» можетвыйти на рынок Турции.Retrievedfromhttp://rbcdaily.ru/2011/06/15/media/562949980430390
Игуменов В. (2011). Миллиарды «Яндекса». В процессе поиска. Как поисковая система Yandex стала бизнесом ценой в миллиарды долларов. Forbes, Retrieved from: http://www.forbes.ru/tehno/internet-i-telekommunikatsii/65029-v-protsesse-poiska
Моисеев E. (2011). LinkedIn пришла в Россию. Moskovskienovosti. Retrieved from http://www.mn.ru/newspaper_economics/20110623/302724748.html
Релиз мобильного приложения Яндекс.Маркет для Apple iOS. (2011). Soft Portal. Retrieved from http://news.softportal.com/nitem-9740.html
Тематические сообщества — будущее социальных сетей. (2008). Retrieved from http://habrahabr.ru/blogs/subconsciousness/25863/
ТОП-100 Российских брендов 2010. (2011). MPP Consulting. Retrieved from http://www.mppconsulting.com.ua/ukrbrand/rubrand2010.pdf
http://www.yandex.ru |
| Description: | 碩士
National University Chengchi
智慧財產研究所
98361021
99 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0098361021 |
| Data Type: | thesis |
| Appears in Collections: | [智慧財產研究所] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| index.html | 0Kb | HTML2 | 1411 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
