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文/DoNews资深作者 赵勇

在发Q3财报前聊聊百度吧。

从百度在资本市场的表现来看,无论是股价实际超千美元还是市值的表现,百度这些年来都给投资其的机构和普通股民带来了丰厚的受益;但是在面对社交和移动带来的挑战,百度似乎有点儿小纠结和小迷茫—不过这在三五年或者更长周期来看对百度的商业价值直接的影响吧。

最近看了些关于百度成立LBS事业部地图用户超7000万的新闻稿,恩,一方面觉得百度地图的用户群还是蛮大的,另外一方面觉得百度在这些方面本可以做的更好,但是现在的格局似乎有一些不上不下——仅就地图而言,google地图更广泛,高德更有针对性,图吧似乎也蛮酷,而百度地图,似乎品牌相对模糊。

百度LBS说要开放,将以API调用的方式,免费向开发者和合作伙伴提供地图、交通、卫星影像等数据…

百度似乎又慢了半拍,LBS这个概念在业界被提及的几率已经有点低了,针对位置的应用已经有了各自相对成型的应用——针对位置的社交,微信和momo们早早的树立了各自的特色和用户群,而大众点评们也在位置商业探索中逐步成熟…恩,百度LBS的开放策略有点儿晚,既没有大众点评类的积累也没有社交的帮助,百度的该战略的实现有点儿飘。

这其实就是业界对百度的主流的观点,从商业模式和商业价值来看,百度仍然是国内最成功的互联网公司,而且是最被国际认可的;但是在社交和移动化的今天,百度没有特别的表现,也没有表现出google在社交和移动端的大胆和勇气;是的,贴吧的成功似乎是百度产品群的奇葩。

另外一家更知名的搜索公司google在facebook和twitter的成功下也显得在社交领域有一些跟不上,但是这并没有影响google的不断尝试以及在其他前沿领域的投入,所以我们才能够看到很多更酷更炫的产品的出现。

哦,这其实是国内互联网行业的整体情况,创新和酷是有的,但是是微创新和小酷。

这种状况也是的百度在社会化营销领域有点儿小尴尬。

因为关注了百度的一些微博账号,看到了百度也开始整微信账号了。搜了下,百度大大小小在微博开了好几十个认证账号,如果每个微博账号也对应一个微信账号,那么百度也应该有几十个官方微信账号…. 以一个账号一个月运营费用在3~5万计算,百度在微博和微信上的运营费用每个月将近百万,年度运营费用在千万左右。

这个数字对百度这种规模的公司而言,其实是不大的,在传闻中某电商公司的市场副总类似的预算就直接有签字权;但是这也凸显了搜索这个最普及的应用的某些桎梏。

在之前的文章中,曾经写过社交媒体的兴起是否会冲击搜索引擎,以百度而言,这十年来在国内建立的用户习惯和品牌短期内难以被冲击,这从在上海衡山路酒吧街遇到的那些拉客的以去百度搜下他们酒吧很不错就可见一斑。

但是,百度在社会化产品上的营销,也显示着如果在用户们扎堆的平台如果失去声音会让百度很不舒服,这在360的口水中体现的很明显;而在社交时代没有明星产品,也使得百度必须加大在微博和微博等社交上的营销力度。

左右为难,为难的是没有明星级的社交产品,为难的是花钱在或直接或间接的竞争对手上,为难的是互联网渐渐在改变,而强大的利益和惯性使得百度有点儿力不从心——这就是企业变大后必然会出现的状况。

好消息是,百度的用户群仍然庞大,竞争对手们360搜狗soso即刻们的表现不足以强于曾经的谷歌中国,而百度的商业模式还是清晰有效的。

就是这样,百度一下还会持续下去。

======带个自私自利的小AD=========

欢迎向DoNews投递关于互联网业界的热点类、观点类、趣点类、分析类、爆料类稿件。地址:tougao@donews.com

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