Internet Search Engine Corporate Brand Building Research

With the rapid development of the Internet and the increasing information generated,Internet search engine industry is facing tremendous opportunities, but also with a varietyof challenges. At present, China’s search engine market has entered a stable period. Basedon continuous improvement in search technology and user experience, what internet searchengine companies need to do is to better build their own brands-build reputation,reputation and loyalty with users, to get more users of all ages, and thus increase marketshare.Whether it is the Internet itself or support of our government, the environment is veryconducive to the development of Internet companies. But increasingly narrow of personalcompany market and the rapid expansion of the mobile market needs corporate properlytransferred their focus on brand strategy. Meanwhile, search engine companies such asBaidu which has famous brand should continue to maintain their characteristics andadvantages of the product，and focus on enhancing the user experience, training relatedpersonnel, seeking innovation in core technologies and business models. Most importantly,search engine companies should be raised to build the brand across the company’s strategichigh up, from brand planning, creating, to brand maintenance, management, and have aclear layout and strategy.In connection with the status of Internet search engine industry, this paper analysis thebrand building and management about major search engines corporate. Specifically,elaborated brand building from several aspects: select brand elements,brand positioning, brand product strategy, brand channel strategy, marketing communication strategy. And thisarticle about brand marketing communication strategy section take industry leaders-Baidu,for example.Finally, this paper complete a comprehensive analysis of the externalenvironment and internal factors which effect the entire search engine market branding,come to a conclusion, and put forward appropriate development strategies to strengthen thebrand concept, that is making efforts to build mobile end brand products while maintainingthe advantages of web-side, continue meeting the needs of users and providing moreprecise, vertical, comprehensive searches. The paper also predict development trend ofChina’s search engine market.This paper is to analyze and solve the problem that the building of search enginesoverall corporate brand is backwardness, and give inspirations for building Internet searchengines corporate brand.