Yandex於俄羅斯網路界成功之因素

Abstract

搜尋引擎已成為大多數人普遍使用的電子服務項目。Google是全球網路搜尋的龍頭，但是Google在中國、南韓和俄羅斯三個國家未竟全功，而分別由百度、Naver和 Yandex三個搜尋引擎獨占鰲頭，有著相同語言和文化知識的本國搜尋引擎，成為當地使用網路者之首選。Yandex是俄羅斯排行第一搜尋引擎，尤其是使用俄文搜尋時；也是俄羅斯最具創新的公司。本研究藉由分析Yandex本身及進一步比較如百度和Naver的本土搜尋引擎，探討Yandex成為俄羅斯網路搜尋龍頭的最主要因素。\r\n百度、Naver和Yandex這三間公司會成為當地最重要的搜尋引擎，其原因最大的共通性是「高度本地化的服務」。相較於Google這類外國公司，更了解當地市場的需求。以Yandex為例，其擁有突破性的技術，專注於搜集且貼近當地需求，充分發揮在地化的服務，進而保持在市場上的領導地位。 Yandex未來發展將專注於擴大搜尋服務到新興市場，精進其於移動應用服務及因應全球趨勢。身為一個在俄羅斯網路搜尋界的領導者，沒有其他競爭者比Yandex更會培訓旗下的企業者，運用機會，成功地吸引到本地網路使用者。

Search engines have become usual service for the large majority of people. Google is acknowledged leader in global Internet search. There are three countries where Google has failed to dominate the search market. Baidu, Naver and Yandex are clear market leaders in China, South Korea and Russia respectively, where local language and cultural knowledge has made them first choice for many web users in those markets.Yandex is a Russian based search engine focused on search in Russian language and number one innovative company in Russia.Through business analysis of Yandex itself, and other local search engines Baidu and Naver, and their further comparison, this research discusses the main factors that made Yandex a leader in Russian Internet search.\r\nThrough the case study the author concluded the factors led to dominance on local markets of each search engines discussed have similarity among three companies Yandex, Naver and Baidu. Their highly localized services brought them comparatively stable and long-term market leadership. All of those companies know local markets better than foreign based competitors such as Google. As for Yandex, breakthrough technology, focus on search and better market understanding and localizing all the services played sufficient role in keeping a leadership position on the market. This study suggested Yandex future development should be focused on expanding into new geographical markets in search industry, as well as will be highlighted with expanding its mobile applications service along with global mobilization trend. \r\nAs a leader in Russian Internet search, there is nobody better placed than Yandex to educate business practitioners in the Internet on how to tap into those opportunities and successfully target the local audience.

List of Figures viii\r\nList of Tables x\r\nAcronyms xi\r\nChapter 1 Introduction 1\r\n1.1. Research motivation and background 1\r\n1.2. Research questions 5\r\n1.3. Research flow 6\r\nChapter 2 Search Engine Industry Introduction 7\r\n2.1. Introduction 7\r\n2.2. Short history of the WEB and search 7\r\n2.3. Search engines – principles of work 10\r\n2.4. Global Search Market Overview 12\r\nChapter 3 Internet value chain 14\r\n3.1. Growth of Internet usage 14\r\n3.2. Global value chain 18\r\n3.3. Internet penetration in Russia 23\r\n3.4. Competition environment in Russian search engine market 29\r\nChapter 4 Yandex case study 31\r\n4.1. Yandex Overlook 31\r\n4.1.1. History of Yandex 31\r\n4.1.2. To sell or not to sell 35\r\n4.2. Yandex Today 36\r\n4.2.1. Financial performance 37\r\n4.3. Success factors 38\r\n4.4. Google vs. Yandex 44\r\n4.5. Yandex SWOT Analysis 48\r\nChapter 5 Case studies on Baidu and Naver 52\r\n5.1. Case of Baidu 52\r\n5.1.1. Outlook on China Internet Market 52\r\n5.1.2. Baidu Inc. – company overview 54\r\n5.1.3. Key factors of Baidu dominance 54\r\n5.2. Case of Naver 57\r\n5.2.3. Naver’s main success factors 60\r\n5.2.4. Naver’s future 62\r\nChapter 6 Findings and recommendations 64\r\n6.1. Findings: Lesson from Yandex, Naver and Baidu 64\r\n6.2. Recommendations to Yandex 66\r\nReferences 72