The Influence Of P4P Model On Baidu Brand In The Consumer's Perspective

Baidu search engine is the world's largest Chinese search engine,it is the monopoly in the Chinese Internet industry,and it also has a pivotal position in the international arena also.Baidu P4P model has played an important role for the development of Baidu brand.However,at the same time,there are some negative reports about P4P,it shows that there are some problems which need to be solved urgently.This paper uses the questionnaire research method and reads existing documents for reference.It analyzes the problems with P4P model in the consumer's perspective and discusses the negative impacts on Baidu brand and the causes of these problems,and puts forward some suggestions to Baidu.Baidu P4P problems are also common problems in the search engine industry,these suggestions are hoped to provide a reference value for the entire Internet industry.According to the survey,we can draw the following conclusions:there are some problems in the operation of Baidu P4P model,which have caused Baidu user's criticism to Baidu enterprise,The P4P ad links accounted for too much,its difference from the ordinary link degree is little,not associated with the search request,and there are some fake phishing sites.These problems affect user's experience;The price and quality of the P4P products may mislead consumers make wrong consumption;It is possible to meet the fake and fraud;these problems may have some impacts on the users' Baidu brand satisfaction,brand reputation,brand image and so on.But because currently Baidu search engine has no reliable alternative products,the Baidu brand loyalty influence is not obvious.To solve these problems,suggestions are as follows:reducing the number and proportion of P4P ads on P4P links,establishing a clear distinction mark,strengthening the P4P links' content audit,examining the qualifications of P4P customers strictly,improving the user's responsibility mechanism.Most studies on P4P model before are from the legal perspective,the marketing perspective,the angle of technology or social system.There is little study about P4P from the perspective of consumers.Baidu search engine is the most important enterprise on Chinese Internet market,Baidu users account for the largest of the proportion of Chinese Internet users.The study of Baidu enterprise can promote the development of the Internet industry.