Baidu was proud of the marketing model - "PPC" is suffering from the unprecedented impact. In recent days, including CCTV, including a number of media have on the "PPC" and questioned the impartiality and objectivity.
Yesterday, Baidu removed some key words of "PPC", through "PPC" publication of false information to a special review of Chinese medicine, with departments concerned for rectification, to apologize to the users.
Marketing model has been questioned
Baidu official website said, "PPC" is a Pay-for-Internet promotion methods, with a small amount of money can improve the company's sales and brand awareness.
In fact, the customers through competitive bidding, the higher prices for key words, may be more significant Baidu discharged to the page. Baidu page, such as journalists enter "Washington" and "milk" the two key words, found that Baidu's first line of each show: "Washington, shop on fire" and "24-hour security webcast Mengniu milk production" and so it is obviously advertising nature of the link, rather than general Internet users are usually concerned with the key word information.
In this way, relying on "PPC", Baidu years to earn that pours.
Baidu in the third quarter earnings disclosure of its operating income of about 919.1 million yuan, up 85.1%. Among them, network marketing income of about 918.2 million yuan. The vast majority of network marketing income is derived from "PPC."
Baidu CEO Robin Li said in the earnings report: "Chinese companies increasingly recognize that Baidu PPC is an effective marketing approach, which gives us confidence for the future long-term growth."
However, the past few days, continuous exposure of CCTV, "Baidu PPC gray screen," the search industry, impartiality and objectivity be questioned.
Baidu rectification and apology
Reporter learned yesterday, Baidu emergency descent to be exposed so the "treatment of sexually transmitted diseases" and "Cancer hundred per cent" other keywords "PPC."
Baidu In addition to offline processing of relevant information, the on a number of "PPC" publication of false medical information is also carried out a special review, and with the departments concerned for rectification.
In a statement issued to the media, Baidu said: "Some web services use PPC to promote their website on false medical information, is Baidu operating system sales caused by poor management, the vast number of Baidu users, on the other PPC clients feelings hurt, Baidu express sincere apologies. "
"Baidu 8 years in the growth process, in order to compete with Google Inc., Baidu too much attention to technology and R & D, while the lack of strict sales operations management and system input, Baidu have a deep reflection." Baidu said area , "In the long run, we do not attach importance to the optimization of business model does not attach importance to training the sales team, you can not on society and the majority of Internet users, the responsibility to our customers."
Notably, this was regarded as a fortune treasure Baidu's marketing model, Why in the use of nearly eight years suddenly criticized? A long time in the Internet advertising industry believes that "This is a search engine developed to a certain stage the product. " The source said, Baidu in early stages of development, although he also "PPC" This marketing model, the amount of information and the view of the then amount of information 娌℃湁 spam reaching a high level, there is no cause problems Jizhong outbreak.
Industry analysis, Baidu's "PPC" Despite the challenge, but it needs more time to really change the business model. "Baidu as a listed company, performance pressure, sudden shift in strategy, it certainly, and the price of their results is a major setback." Relevant industry analysis, "but must move more objective Baidu Wei Lai, just direction. This is perhaps short-term interests would be affected, but if users can get more confidence, beneficial to the long-term development. "
Industry regulatory gaps exist
"PPC" is not a hidden rule the industry. The same search engine, Google used another kind of marketing.
According to Google engineering vice president of China Liu Jun introduction, Google does not allow in the natural search results pages (usually the left side of the page) to display any ads, so as not to mislead users; Google advertisements will appear in the search for the right side of the page or the top of the independent area, and background with vertical lines or other significant areas of natural search results be distinguished; Finally, Google identifies the "advertising" is not simply to sort the bids according to advertisers, but by advertising on the user Search term relevance is not the highest bidder.
Chinese Academy of Sciences, Graduate School of Management Associate Dean Lvben Fu said, how to assess and balance the Internet search engine, the impact on human society, the search for justice is one of the first to be of concern. Google Vice President Kai-fu Lee also said that the final ranking of search results on the Internet should be a large contribution to the computing community's overall results, rather than human intervention and change, damage to a large Internet community of public interest.
This reporter learned that, from 2002 onwards, the United States, European Union, Japan, Korea and other countries Yi Yi Hangyeguifan and regulations have such Xing Shi, Jiang 鎼滅储 engine, impartiality and objectivity by extension, and the formation of the basic industry standard search engine. In contrast, China has no relevant industry standards and regulatory measures.
In this regard, Kai-fu Lee said that at present there are not enough consumers in China representative bodies to help their sound, and the consumers they just need more organization, more channels to help defenders, "I think it can help consumers persons (Rights), the association can do. "
China Internet Association, Hu applied, said the Internet in China is big country, Internet users query search engines is an important window of massive information, search engine impartiality and objectivity has become the key to the healthy development of the Internet industry, "we initiated the search industry to a fair and objective of the search as the basic standard of the industry. "
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