Strategy Analysis Of Baidu Brand Marketing

With the development of Internet economy, Internet technology exerts more and more deep impact on every branch of the society. The advent of the new media, search engine will help to exaggerate the influence of traditional media. Meanwhile Baidu brand has an influential impact on the whole society as a media itself. The traditional way of establishing a brand has been influenced and challenged. IN this article, the author will discuss on brand-building and summarize the successful experience of Baidu Company as one representative of the search engine industries, which involves product strategy, price strategy, channel strategy and ways of brand communication. Scientific analysis of Baidu Brand and summarize the essence of the brand and marketing characteristics will make a reference to internet enterprise on forming its brand.The article consists four sections. In the first section, the industry characteristic of Baidu in the Net era and core recognition connotation of Baidu Brand are illustrated. From the second section to the fourth section is the body part. In the second part, the issue of building a brand by product strategy, price strategy, channel strategy and ways of spreading is discussed. The third describes how to make Baidu international, which is also one of the important strategies of the year 2008. In the fourth section, the author summarized the successful strategy and experience and proposed the challenge which Baidu has to face now and some potential risks. This article is expected to be a reference and guidance to the development of internet enterprise and its brand by discussing the establishment of Baidu Brand and summarize the general principle of the internet industry.Baidu Brand consists of Pinyin, Chinese Character and the icon of "Bear claw" , which inspired by idea that the "the hunter' s search for the footstep of the bear" has a similarity of "analytical searching technology" , thus searching concept is formed and ready to serves as a brand image. Baidu dedicates to offer people a "simple, reliable" information acquisition way. Now the word "Baidu" has become a substitute of "searching" . Baidu blow up the international famous brand, GOOGLE, by widespread of strong characteristic of Chinese language search in the home field. Baidu finds a new way of making a profit in Internet industry by bidding rank on the basis of User-centered design, which is also a kind of new way for the user to get involved in the price settlement and user comes the first in the channel service. All these strategies promote Customers' Perception of Service Quality for the Baidu Brand on the whole. Baidu mainly adopt experiential marketing, including event marketing, event sponsorship, exhibition show etc. In addition Baidu based on its searching characteristic as a new media, by adopting virus marketing through the internet, exercise a word of Mouth spreading of Baidu Brand. , Which is also the new characteristic and important mean in internet economy.Generally speaking, establishment of a brand in net era, beside the traditional brand building method, should be user- oriented, including product, price, channel and spreading ways, fully exert the characteristic of Internet as a new media, user' s active participation and user' s initiation on brand communication should also be involved in.