Search Engine Company’s Development Strategy from the Patent Perspective-Based on an Analysis of Google’s Market Share

摘要

Facing the fierce market competition, Google Inc. has been increasing the distribution of intellectual property rights (IPRs). Based on the technological innovation and IPRs protection, the core parts of Google’s business model are the combination of the company’s technical innovation, patent strategy as well as copyright strategy. After the market issues in China’s search company including the bid ranking and advertising technology are analyzed, three development strategies are presented finally so as to consolidate and enhance the core competitiveness in enterprises.