published_or_final_version / Business Administration / Master / Master of Business Administration

Google Inc. struggles arduously on the digital battlefield in China’s Internet search engine market. In China, Baidu.com has been described as China’s Google for years and challenged Google’s expansion. This study provides an overview of the Internet service development in China, an illustration of the search engines’ profitability models, and an evaluation of Guge (Google China) and Baidu’s service designs. Overall, the research shows an attempt to understand the possible advantages and disadvantages when a multinational Internet service company enters China. Two notions emerge. First, standardization and adaptation may need to be nicely balanced for the subsidiary company in order to profit in China’s Internet market. Second, Google’s operation in China, Guge, stands strong on the service design end, especially in the area of “ease of use,” “informativeness,” and “fulfillment/reliability.” However, Guge’s major rival, Baidu, shows its advantage on a wider selection of online services. Therefore, in the long run, which company will win at the finishing line is still too early to tell / Google in China -- Google, Baidu and Guge -- Search engine's revenue model in China. / Department of Telecommunications

by Chiang Tung-Keung, Wu Po-Wan, Andy. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (leaves 77-78). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF FIGURES --- p.vi / LIST OF TABLES --- p.vii / ADKNOWLEDGEMENTS --- p.viii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / The Wave of Internet --- p.1 / A Platform for Worldwide Communications --- p.1 / Fierce Competition of ISP Industry in Hong Kong --- p.2 / Chapter II. --- OBJECTIVES OF THE STUDY --- p.4 / Chapter III. --- METHODOLOGY --- p.5 / Structure of Study --- p.5 / Literature Review and Interviews --- p.6 / Model Analysis --- p.7 / Chapter IV. --- THE INTERNET --- p.8 / Definition --- p.8 / A Brief History --- p.8 / Who Manages the Internet --- p.10 / Utilities of the Internet --- p.11 / Remote Access --- p.11 / Interpersonal Communications --- p.11 / Information Gathering --- p.12 / Commercial Operations --- p.12 / Others --- p.13 / How to Connect to the Internet - the Topology --- p.13 / How Information is Moved Over the Internet --- p.14 / Packet Switched Network --- p.15 / The Internet Protocol (“IP´ح) --- p.15 / Chapter V. --- The ISP INDUSTRY IN HONG KONG --- p.18 / Definition --- p.18 / Services of ISP --- p.18 / Internet Access --- p.18 / Value-added Services --- p.19 / WEB hosting --- p.19 / Facilities management (Server hosting) --- p.19 / System design and integration --- p.20 / WEB page design --- p.20 / Operation of ISP --- p.20 / ISP Access to the Internet Backbone --- p.20 / Common Ways of Access to ISP --- p.22 / Leased line Internet connections --- p.23 / Dialup IP connections --- p.24 / Cyber Map of Hong Kong --- p.24 / "Hong Kong Internet eXchange (""HKIX"")" --- p.25 / The Value Chain - Role of ISP --- p.27 / Cost Structure of ISP --- p.28 / Capital Cost --- p.28 / Operating Cost --- p.29 / Chapter VI. --- ISP - INDUSTRY LEVEL --- p.31 / The Past and Present of the ISP Industry in Hong Kong --- p.31 / The History --- p.31 / The Technology --- p.34 / The Government --- p.35 / The Five Forces --- p.37 / Entry barrier --- p.37 / Internal rivalry --- p.39 / Substitutes --- p.41 / Supplier power --- p.42 / Buyer power --- p.43 / The Demand --- p.44 / Competition and Profitability --- p.45 / Future Projection of the ISP Industry in Hong Kong --- p.46 / The Technology --- p.46 / The Government --- p.47 / The Five Forces --- p.48 / Entry barrier --- p.48 / Internal rivalry --- p.49 / Substitutes --- p.50 / Supplier power --- p.50 / Buyer power --- p.52 / The Demand --- p.52 / Competition and Profitability --- p.52 / Chapter VII. --- HONG KONG ISP - FIRM LEVEL --- p.54 / Value-added Analysis --- p.54 / Cost Structure --- p.55 / Cost Drivers --- p.55 / Economies of scale --- p.55 / Learning curve --- p.56 / Economies of scope --- p.57 / Benefit Drivers --- p.57 / Ease of connection --- p.57 / Traffic speed --- p.58 / Customer services --- p.59 / Hyperlinks and contents --- p.59 / Internet based services --- p.59 / Extensive sales network --- p.60 / Seller's reputation --- p.60 / Large installed base --- p.61 / Tailor-made services --- p.61 / Strategies --- p.62 / Wholesaling of Bandwidth --- p.62 / Focusing on Household Market --- p.63 / Focusing on Corporate Customers --- p.67 / Concentrating on Value-added Services --- p.68 / Integration and Alliances --- p.70 / Chapter VIII. --- CONCLUSIONS --- p.73 / APPENDIX --- p.74 / BIBLIOGRAPHY --- p.77