CHANGSHA UNIVERSITY OF SCIENCE & TECHNOLOGY

20025461141
03-2

2007 6

20025461141

03-2

():

2007 -6-22

ANALYSIS ON INDUSTRIAL CHAIN AND COMMERCIAL

MODE OF CHINESE SEARCH ENGINE
ABSTRACT
With the development of the network technology and communicational technology, the
direction of information industry begins to promote to multiplication. As one of the new
power of the search engine in the internet economy era, it brings immense commercial value
for companies. This thesis analyzes the development of current situation of search engine
market and the industrial chain structure in China, and it focuses on probing the search engine
facilitators of China ,which take profits for search engine companies and all kinds of related
benefit body through the commerce operation--mode of technology authorizationkeyword
advertisementintelligent search engine and so on. Simultaneously, this thesis also probes the
search engine profit--mode in the future. According to the current development of the search
engine technology. Under this circumstances of search engine market expanding, search
engine companies attempt to use channels agent operation-mode step by step, building
professional search engine and regional search engine, developing the creativity and the
competitive ability service product ,so as to create value for companies and bring convenience for

individual.

Key words:search engine; commercial mode; industrial chain; agent

1 .........................................................................................................................................1
1.1 ..................................................................................................1
1.2 ..........................................................................................2
2 .............................................................................3

2.1 ..................................................................................3
2.1.1 ........................................................................................................3
2.1.2 .............................................................................................................4
2.1.3 .........................................................................................................4
2.1.4 .............................................................................................................4
2.1.5 ................................................................................................................5
2.1.6 .....................................................................................................5
2.2 ......................................................................................5
2.2.1 ........................................................................................6
2.2.2 .....................................................................................6
2.2.3 .....................................................................................6
2.2.4 ........................................................................................6
2.2.5 ........................................................................7
3 .............................................................................................8
3.1 ......................................................................................8
3.2 ..................................................................................9
.......................................................................................11

4.1 ........................................................................................12
4.2 ........................................................................................13
4.3 ...............................................................................13
4.4 ...............................................................................14
5 ...................................................................................16
5.1 ....................................................................................................................16
5.2 ........................................................................................................16
5.3 ............................................................................................................16
6 ....................................................................................................................................18
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1.1

1 21

1.1

1.2
2006
[1]
(1)

3G

(2)

[2]

2 21

2.1

[3]

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1 1500 1 /3 2 /3
[4]

2.1.1

3 21

2.1.2

2.1.3
[4]

Google AdWords

2.1.4

[5]

4 21

2.1.5

2.1.6
SP

[6]

2.2

[7]

[8] [9]

5 21

2.2.1

2.2.2
[10]

2.2.3
[11]

CNNIC 2005 Google

90% 2006 87.4%

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2.2.4

6 21

Windows
Google

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7 21

3.1
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2002

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4.1
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2007 5

12 21

4.2

(1)
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4.3

13 21

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4.4

14 21

4.1

15 21

5
2007 6 11 Google Google
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5.1

5.2

5.3

16 21

17 21

(1)

(2)

(3)

18 21

[1] 2006 [R]20067

[2] [N]2007
(05)
[3] [J]
2004(S1)37-38
[4] Google [J]2004(03)50-52
[5] [J]2005(02)100
[6] [R]IT 2007(1)
[7] [J]2005(01)188-190
[8] [EB/OL]
http://www.fullsearcher.com/n20051112144420735.asp2006
[9] [J]2006(08)67-69
[10] [J]2006(6)
[11] [J]2006(09)75-77
[12] [J]2005(03)29-30
[13] [J]2006(5)
594-597
[14] [J]2005
(01) 265-266
[15] WEB [J]
2006(30)148-149
[16] [J]2005(03)
[17] Neil GandalThe dynamics of competition in the internet search engine market[J]
International Journal of Industrial Organization 200119(7)1103-1117

19 21

20 21