바이두(Baidu)의 블루오션 전략 연구
A Study for Blue Ocean Strategy of Baidu
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Baidu has kept the largest online search portal status in China for last five years. The key success factors of Baidu can be approached by Blue Ocean strategy because Baidu accomplished a value innovation by making an effective connection between users and customers. So, this paper tried to do three analysis with focusing on the main approaches of Blue Ocean strategy; Business Model analysis, Four Actions Framework analysis, Strategy Canvas & Value Curve analysis. First, at the business model Baidu got a great performance in the network effect maximization and in the interactive relationship formation among users at its own search site. Secondly, at the four actions framework Baidu continuously observed a rule for value innovation, ‘Eliminate-Reduce-Raise-Create’ by concentrating on the search capability improvement. Finally the value curve of Baidu took a relatively higher level at search service than any other competitors such as Google or Sina. However at other online services such as news, web community, entertainment, the level differences of value curves among three firms were not so much as the level difference for search service.
Abstract
Baidu has kept the largest online search portal status in China for last five years. The key success factors of Baidu can be approached by Blue Ocean strategy because Baidu accomplished a value innovation by making an effective connection between users and customers. So, this paper tried to do three analysis with focusing on the main approaches of Blue Ocean strategy; Business Model analysis, Four Actions Framework analysis, Strategy Canvas & Value Curve analysis. First, at the business model Baidu got a great performance in the network effect maximization and in the interactive relationship formation among users at its own search site. Secondly, at the four actions framework Baidu continuously observed a rule for value innovation, ‘Eliminate-Reduce-Raise-Create’ by concentrating on the search capability improvement. Finally the value curve of Baidu took a relatively higher level at search service than any other competitors such as Google or Sina. However at other online services such as news, web community, entertainment, the level differences of value curves among three firms were not so much as the level difference for search service.
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