《马化腾与腾讯 Ma Huateng &Tencent》

【编辑推荐】

“中国著名企业家与企业从书”旨在以新形式传播中国声音，讲述中国故事，将以总结和介绍中国当代著名企业和企业家的成功之道为切入点，介绍了中国企业家们的创业生涯和个人生活。以汉英对照的形式出版，让国内外读者都能通过本书了解这些企业的创业故事。

特色：

1. 地道母语译者翻译。

2.英汉双语读本。

3.跨越语言障碍，讲述中国故事。

4.讲述了中国民营企业家们的创业生涯和个人生活。

【 内容简介】

1998年，马化腾与他人共同创办了腾讯公司，腾讯从开发QQ即时通讯软件起步，这款软件迅速风靡全国。在马化腾的领导下，如今的腾讯已经进入网络门户、社交网络、多玩家在线游戏和电子商务时代，成为当今互联网巨头之一。马化腾本人被美国《时代》杂志评为2014年度“全球百大*影响力人物”之一。腾讯公司以其技术、业务的创新思维与方法著称，本书将为您讲述马化腾的传奇故事，剖析腾讯崛起这一商业奇迹带来的影响。

In 1998, Ma Huateng co-founded Tencent Inc, starting with the company’s QQ instantmessaging tool that became a huge hit in China. Under Ma’s leadership, Tencent hasmoved into web portals, social networks, multi-player online games and e-commerce,making the company today an Internet powerhouse. Ma himself was hailed as oneof the world’s most influential people by Time Magazine in 2014. This book examinesthe incredible rise and influence of Ma and Tencent, known for their truly innovative thinking and approach to technology and business.

【作者简介】

冷湖：从事策划文案工作，期间从事人物传记图书的编辑工作。目前出版及发表作品有《你若盛开，清风自来——世间曾有三毛》等书。

【精彩试读】

搜索引擎是除了门户网站之外的，被不少互联网巨头盯住的另一块肥肉。人们对搜索引擎充满了“遐想”，认为这是一个能够掘金的最佳阵地。每一个领域的业务都有其固定的盈利点，对于搜索引擎来说，竞价排名是其主要的收入来源，也是引擎关键词广告的主要形式之一。一般来说，企业会根据付费的多少来决定其排名的先后，这是对购买了同一关键词的网站采取排名的一种策略。

在国内，最早推出竞价排名的就是百度。应该说，这种按照推广效果来付费的网络推广方式，能够让企业以较小的投入获得大量的潜在用户，从而有效增加企业的销售额，同时也给搜索公司带来了巨大的利润收益。

2008年11月，中央电视台《新闻30分》报道了这样一则新闻：“百度推出竞价排名，但因为审查不严，让一些骗子企业也上百度的广告，广大人民群众因此而上当受骗。”接着，其他一些媒体也相继发表了相关报道，称百度的竞价排名导致了“恶性竞争”。百度竞价排名的事情一曝光，大约10亿人同时得知了这个消息。随后百度的股票一路狂跌，仅仅3个交易日就跌去约38%，每股股票缩水67美元，百度的市值因此下降了1/3。不单单是损失钱的问题，最关键的是无形价值——百度的品牌形象的流失。

百度的竞价排名被“曝了光”，引发了人们对其商业道德的一连串讨论，同时也从侧面透露出搜索引擎领域所隐藏的巨大价值，于是一些互联网巨头开始朝着这块阵地徐徐前进。

Internet search engines had come to be viewed as virtual pots of gold: a source of potentially endless money. Each business area had its fixed profit point for search engines, and thus one of the main sources of income was keyword advertising. Companies would pay according

to their ranking, and thus a major strategy was to buy keywords that would rank them higher in search engine results.

In China, Baidu was the major search engine. Enterprises looking to increase their visibility on the search engine were a huge source of profit for the company. In November 2008, news was released saying that some businesses were advertising on Baidu without being properly

reviewed. Other media outlets published similar reports, saying that Baidu’s bid-ranking system was a source of vicious and unrestrained competition.

Given Baidu’s exposure, some 1 billion people would have been exposed to the news. Baidu’s stock plunged, falling by 38% over just three trading days. However, Baidu’s problem was not simply the loss of money but, more critically, the loss of a more intangible value – its brand image.Yet the controversy did prompt a re-evaluation of their business ethics,

as well as reveal a hidden source of search engine revenue, and soBaidu moved its focus on to pastures new.

In 2005, with the rise of the search engine market in China, Ma began to intensify his focus upon this area. He was keenly aware that, as long as portal sites could only provide information, users were mere passive recipients, unable to actively interact with the information they collected. This was a gap in the portal concept. On 4 February 2005, Ma and Google reached a strategic cooperation plan to help Tencent expand its search engine strength. In exchange for Google providing web search services, Tencent would help Google with internet advertising and search engine technology.