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IntegratedMarketingForGoogleChinaggCommunicationPlanForGoogleChinaIntroductionMade up of 6 members from School of Business and 1 member from School of Foreign Language , GoGoGoogleTeam is focusing on the operation , especially marketing of Google in China.ppyggFrom the commencement of our class to now, after long term thinking and several heated debates , this summer saw the birth of this integrated marketing communication plan for Google China.In the process , the spirit of Eventhoughbeingshortofpracticalexperiencesandbeingpoorcooperation , truth‐seeking and innovation is really unforgettable.Even though being short of practical experiences and being poor in English , we are still happy that we have finished it eventually ‐‐‐‐in less than 8 days.If we are given more time , we believe it will be much better.2Now , we are so honorable that you are going to read it.Looking forward to your instruction.2ExecutivesummaryAnalysiIntroductionSummaryAnalysisCompany OverviewIndustry AnalysisCompetitive AnalysisCustomerAnalysisClientUserActionObjectivesStrategyPublicDistributionPromotionAdsPublicRelation3Evaluation3CompanyOverviewBrief descriptionGoogle was incorporated in California in September 1998 and reincorporated in MiiDelaware in August 2003.It is a global technology leader focused on improving the ways people connect with information. Mission•We will do our best to provide the most relevant and useful search results possible, independent of financial incentives. Our search results will be objective, and we do not accept payment for search result ranking or inclusion.•We will do our best to provide the most relevant and useful advertising. Advertisements should not be an annoying interruption. If any element on a search result page is influenced by payment to us, we will make it clear to our users.•We will never stop working to improve our user experience, our hthldthittfiftiFinancesearch technology, and other important areas of information organization.Revenues&Netincome(inthousandusdollar)20,000,00025,000,00030,000,000Revenues & Net income(in thousand us dollar)405,000,00010,000,00015,000,000RevenuesNet Income 420052006200720082009Products&ServicesGoogle’s Product LinecategoryProducts &SevericesDesktop productsChrome、Earth、Desktop、Talk、Pack、Picasa、SketchUp、Toolbar、GearsMobileBlMbilBCldGilNMobile productsBlogger Mobile 、Buzz 、Calendar 、Gmail 、News 、iGoogle、Reader 、Mobile search 、Google Maps Navigation Web productsDashboard 、Ad Planner 、Ad Manager 、AdSense、AdWords、DoubleClick、Grants 、Communication and publishing3D Warehouse 、Apps 、Blogger 、Buzz 、Docs 、FeedBurner、Profiles 、Gmail、iGoogle、Notebook 、Sites、Voice、Wave、YouTube、MappingCity Tours、Maps、Map Maker、Mars 、Sky Map、SearchAlerts、Base、Blog search、Checkout 、Dictionary 、Finance、Image Search 、Music、Patent Search、Product Search、Scholar、Video 、Web Search 、Hardware dGoogle Mini 、Nexus One 、Google Search Appliance productsGooglehasarichandwideproductslinetosatisfy5Google has a rich and wide products line to satisfy various kinds of needs , but most of them are not known or have never been brought into China. 5CompanyOverviewGoogle in China2000•Google announced the launch of simplified and traditional Chinese.2004•Google released the latest version of the Google Toolbar , Chinese included.•Google IntroducedSimplified Chinese version of Google News.2005•Google Inc. announced the official launch of Chinese version of Google desktop search.•Google launched a Chinese version of the personalized homepage (Personalized Homepage).2006•Google Launches Chinese •“谷歌 ‐Google's global Chinese name officially launched in Beijing2007•Google and the world's largest mobile operators ‐China Mobile announced the cooperation inmobile search service, which markedthe localization of Google mobile search start.2008•Google launched the Chinese version of transit search.•Google China launched Chinese version of the Google.cn iGoogle.2009•Google Greater China president Kai‐fu Lee formally announced his resignation.•CCTV blamed the international version of Google.com search for pornography is easy.2010•Google accused China of hacking and announced that it stopped filter review on Google search services, and shifted the search service from the Mainland to Hong Kong.66Kai‐fu Lee CompanyOverviewCulture ShockGooglewasnot,infact,apioneerinChina.YahoowasthefirstmajorAmericanInternetcompanytoenterthemarket,introducingaChinese-languageversionofitssiteandopeningupanofficeinBeijingin1999.YahooexecutivesquicklylearnedhowdifficultChinawastopenetrate—andhowbafflingthecountry'sculturalbarrierscanbeforAmericans.Thedifferencesarelistedasfollow:•Chinesebusinesspeoplerarelyrelyone-mailorvoicemail,becausetheyfindtheideaofleavingmessagestobesociallyawkward.Theypreferliveexchanges,whichmeantheygravitatetomobilephonesandshorttextmessagesinstead.•ChineseInternetusersprefertheonlinediscussionboardverymuch—muchmorethanintheUnitedStated.Thisisaplacewherelong,rollickingargumentsandflamewarsspillonfort