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。 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. Through 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. As 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.

The master thesis is focused on specifics and importance of internet (online) marketing in terms of Russian market. Thesis determines threats and opportunities arising of coexistence of local and global platforms, their role and effectiveness in modern marketing. The theoretical part describes modern trends, selected tools and measurement methods of internet marketing. The practical part contains implementation of knowledge obtained in the theoretical part and analysis of internet marketing in Russia. Diploma work underlines the importance of using both global and local platforms for the best results. The evidence is based on similar performance marketing campaigns in Yandex Direct and Google AdWords.

The scope of my research is web analytics. This paper describes the process of usability analysis of the website belonging to a company Sharden Hus situated in Stockholm. From the many existing tools of web analysis I chose two the most popular ones, Google Analytics and Yandex Metrics. In similar projects that I have read, the website redesign was based on both quantitative, statistical, and qualitative (user interviews, user tests) data. In contrast to the previously carried out projects on websites improvement with the help of similar tools, I decided to base the changes on the website only on quantitative data obtained with Google and Yandex counters. This was done in order to determine whether and how Google and Yandex tools can improve the website performance. And to see if web analytics counters may provide with sufficient statistical data enough for it's correct interpretation by a web analytics designer which would lead to the improvement of the web site performance.The results of my study showed that Google and Yandex counters isolated from qualitative methods can improve the website performance. In particular, the number of visits from the territory of Sweden was increased to almost double; the overall bounce rate reduced; the number of visits to the page containing order forms significantly increased.

Работа посвящена сравнению качества перевода технического текста с английского языка на русский, полученного с помощью различных систем машинного перевода (СМП), на примере научной статьи металлургической тематики “Fluid Dynamics Studies of Bottom-blown and Side-blown Copper Smelting Furnaces”. В первой части работы рассматриваются общие вопросы машинного и технического перевода: приводятся понятия машинного перевода и технического перевода, определяются основные способы и алгоритмы работы СМП, выделяются основные особенности и проблемы технического перевода. Особое внимание уделяется выявлению функциональных возможностей наиболее популярных сервисов машинного перевода, к которым относятся такие СМП как Google Translate, Яндекс Переводчик, Bing Microsoft Translator, SYSTRAN Translate, PROMT.One. Во второй части работы раскрываются особенности металлургической терминологии и специфика ее заимствования, разрабатывается методика оценки качества перевода технического текста металлургической направленности, проводится апробационное исследование переводов, выполненных с помощью различных систем машинного перевода и определяются перспективы использования СМП в металлургической отрасли. Большое внимание уделяется оценке качества переводов по представленным методикам, при этом все результаты приводятся в виде таблиц с указанием количества ошибок и итоговых баллов. Результаты исследования могут быть использованы на различных предприятиях металлургического сектора при работе с документацией на иностранных языках. / This paper is devoted to comparison of translation quality obtained as a result of using machine translation (MT) systems to translate technical documents from English into Russian in the case of a metallurgical article “Fluid Dynamics Studies of Bottom-blown and Side-blown Copper Smelting Furnaces”. The first part of the paper covers general issues of machine and technical translation, including concepts of machine and technical translation, the main operation methods and algorithms, and the main features of technical translation. Particular attention is paid to identification of core functionality of the most popular machine translation systems, which include Google Translate, Yandex Translate, Bing Microsoft Translator, SYSTRAN Translate, PROMT.One. The second part of the paper reveals the main features of metallurgical terminology and the specifics of its naturalization. It also contains several translation quality assessment methodologies and includes an analysis of machine translation quality. Moreover, it features the main prospects for using MT systems in metallurgy. Much attention is paid to translation quality assessment on methodologies presented in the paper. All the results are presented in the form of tables with the number of errors and final scores for each MT system. The results of the study may be used at various metallurgical enterprises working with documentation in foreign languages.