英语论文网

本文主要从对International Business and Management Final Project的对比分析，由代写留学生论文中心 www.51lunwen.org 策划组提供。是英文语种、Finance研究方向、不需要数据处理的本科课程论文，不需要盲审（博士或硕士生有这个需要），如有需求请联系本站论文购买中心或者提交相关文章的代写需求。

Executive Summary

China is becoming more and more important in the world economy, and many people and companies want to tap into the Chinese market, and the needs for searching of Chinese will grow, therefore, it is a good opportunity for Baidu to expand business in Britain. Further more, it is a preparation for entering other European countries. Baidu will suffer pressures from various aspects, but Baidu will prove its competition in the international market by its strength in technology.

Table of Contents
Executive Summary 1
1.0 Company Background 2
2.0 Country Background 3
3.0 Entry strategy 4
3.1 Advertising 4
3.2 Protracted war strategy 5
3.3 The establishment of a wholly owned subsidiary 5
4.0 Marketing and R&D Strategies 6
4.1 Investigating customers’ demand in depth, producing products meeting customers’ needs 6
4.2 Investing largely to beat competitors 6
5.0 Opportunities and Challenges 7
6.0 Evaluation and Conclusion 8
7.0 References 9

1.0 Company Background
Baidu is the largest search engine in China, which has been one of the top five largest search engines in the world. Baidu has been planning to enter the European market after the entry into the Japanese market in 200 (Evans, 2008)6. The build of its Japanese site is its first step to the international market. Meanwhile, pressures from various aspects affect the plan of entering the European market. But Baidu will prove it is competitive in the markets outside of China by this chance. Google, the biggest competitor of Baidu, is a well-deserved industry leader in the international internet search market. There are 635 millions of searches in the global market every month, and 73 percent of which is done by Google (Susan Gardner, 2005). But in the Chinese market, the leader in search market is Baidu. The number of users of Baidu in China is 59 millions every month, which is almost 15 millions more than that of Google’s (Shuguang Liu, 2008). What’s more, the advantage still expands. Baidu has been far ahead in local market of China.

It is very reasonable that Baidu begins the road of internationalization. First, Baidu provide two languages search service, both Chinese and English, of which the Chinese search service is better. It is a wise choice to select Britain as the first country to enter the European. It will reduce pressure of R&D and marketing. Despite of these, there will be unprecedented difficulties to open up markets in Europe even Baidu is the world's fifth largest search engine. Take the domain name for an example, the web site www.baidu.eu has been registered by a Dutch Internet service company. Baidu needs to prepare lawsuits if it wants to enter England.

References
[1] Evans, David S., 2008, The Economics of the Online Advertising Industry, Review of Network Economics, Vol. 7, Iss. 3, pp. 1154-1176.

[2] Susan Gardner, Susanna Eng, 2005, Gaga over Google? Scholar in the Social Sciences, Library Hi Tech News, Vol. 22, Iss. 8, pp. 42-45.

[3] Shuguang Liu, Hao Duan, 2008, Wed-based advertising in China: a brief review, International Conference on Digital Object Iden本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。