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Google与百度的用户体验分析
  发表日期:2008年5月6日  共浏览12461 次   出处:Global by Design    作者:Jason Yu  【编辑录入:giltworld
     字体颜色:    【字体:放大 正常 缩小】  【双击鼠标左键自动滚屏】 【图片上滚动鼠标滚轮变焦图片】 

业界有无数的文章比较Google和百度孰优孰劣,但却极少有文章深入探究在中国用户的眼中Google与百度表现如何。

在这篇文章中,我正是这样做的,我还将这两家搜索行业的巨头评了个高下。

 

搜索

 

比较搜索引擎质量的最好办法就是比较搜索结果。

最近输入了三个中文关键字来做个实验:

·         许霆(最近卷入一桩颇受争议的犯罪案的中国公民)

·         次级房贷

·         看羹吃饭(一个只有少数中国人认识的俗语,意思是你要三思而后行)

这些关键字代表了人们在线搜索时的三种不同类别的信息。目前,“许霆”在中国是一个热词,但是国外媒体较少报道。而“次级房贷”是一个国外概念,这个词本身就是从英语中翻译过来的。“看羹吃饭”是方言,多数中国人并不用。

好啦,这里列出2008年4月18日搜索的结果:

“许霆”

·         Baidu2,000,000条结果

·         Google.com1,440,000条结果

·         Google.cn:1,330,000 条结果

看起来百度比Google对许霆更多了解,尽管我没有验证每一个相关的搜索结果。

有意思的是,在google.comgoogle.cn显示的第一页搜索结果中有一条指引用户链接到百度贴吧——百度受人欢迎用户论坛。

总的说来,我给两个网站打均分,因为它们的前20个结果质量都非常高,我可以轻易地找到我要找的信息。评分:平局。

“次级房贷”

·         Baidu1,050,000条结果

·         Google.com387,000条结果

·         Google.cn1,540,000条结果

看来这次google.cn比百度表现地好得多。但是如果我们仔细查看前20项搜索结果,我们就会发现google.com上有7项,google.cn上有5项指向的是繁体字网站,这些网站的用户通常是台湾人、香港人和海外华人华侨。

让中国大陆的用户读繁体中文不太容易,尽管大部分的信息他们能理解。不管怎样,这样简体中文和繁体中文混合不是最佳的用户友好方案。评分:百度赢。

“看羹吃饭”

·         Baidu.com207条结果

·         Google.com4,000,000条结果

·         Google.cn247,000条结果

乍一看,Google提供的信息远远超过了百度。然而,如果我们查看细节,Google的表现也不是那么好。不管是google.com还是google.cn在它们生成的前十页搜索结果中没有一项是准确的,而百度搜到的207个结果都是准确的。评分:百度赢。

基于以上三个搜索,Google对中国大陆用户来说有点复杂和“老外”。百度是超棒的中国搜索引擎。

产品

Google和百度都在试图利用它们的网络影响来促销其它产品。Google有很多非常棒的产品,但是并非每个产品在中国都表现出色。例如,美国用户广泛地使用Google地图。但是由于得不到地图数据,Google地图在中国不能提供和美国同样的特征。目前,Google的卫星地图只能覆盖中国各大主要城市。如果Google能拿到更好的地图,这会成为它的一个明显优势,而百度的地图工具无论在功能性还是可用性上都不能和Google相提并论。

尽管音乐版权在中国是一个颇受争议的问题,市场上的现实就是数以百万计的中国网民下载免费的在线音乐。百度了解这个现实,而它的音乐搜索产品亦在网民中广泛使用,该产品在人们搜索歌曲、歌手或唱片公司名时会显示免费音乐下载的链接列表。由于遵守美国版权法,Google在这方面无法与百度竞争。

另外一个例子是“百度贴吧”——一个让用户根据搜索关键词创建话题并提供评论的在线论坛。用户在使用关键字在线搜索时,他们还可以从这些关键字连到网络贴吧上,他们可能在那里得到更多的信息——或者至少找到其他人对这些选定关键词的看法。

在中国,在线论坛是非常重要的传播信息的媒介。我认为有关这一点重要的原因是中国人,以及很多的公司,希望隐藏自己的姓名。但是,随着中国的下一代接受社交网站,这一点在未来几年可能会有所改变。但眼前的情况在线论坛仍然地位稳固。百度还提供一个博客平台(Hi 百度)而Google虽然将其部落格(Blogger)本地化为中文,仍旧少人问津。

当地文化和消费者行为是决定一个产品能否在海外市场成功的关键因素。目前为止,Google产品还没有像百度一样吸引中国用户。

 

品牌

 

百度这个名字来源于一首很美的中国古诗:

众里寻他千百度,
暮然回首,
那人却在灯火阑珊处。

这首诗由宋代诗人辛弃疾写就于1000多年前,但是时至今日仍盛传不衰,而是是中学教授的课文。百度在中文里的意思是“很多次”。在中国文化中,这首诗传达了一个人实现梦想的心愿。很明显,这与百度提供的服务很好地融合在一起,而百度倡导的正是它对中国用户和中国文化的深层理解。

Google从2006年开始使用它的中文名谷歌。谷歌是从Google音译成中文的,实际上它的中文意思是“谷子之歌”。2006年的一项调查显示84.6%的中国人不喜欢这个名字。我任务最主要的原因是中国人想要觉得全球化和现代化。很多的中国公司在营销资料上也会使用英文字体,来营造一种全球化的效果,也是出于同样的原因。“谷子之歌”代表的是农业社会的形象,而这正是中国人们竭力避免的。

Google在将公司名本地化为中文的时候颇费了一番功夫,但是却没有得到中国人民的认可。也许尚需时日。有些公司干脆在中国用英文公司名,绕开了本地化,例如IBM。

总的说来,在中国,百度比Google更胜一筹。但是这么说也许为时尚早,Google已经开始行动了,例如对中文主页重新设计,以期引起中国用户的共鸣。这里最的要点是每一个新的市场都是一个新的挑战;仅仅因为你在国内领先并不意味着你在进入的每个国家也会是第一。假以时日,百度进入美国市场,它所面对的问题就会是今天Google在中国所面对的问题。

Google vs. Baidu: A User Experience Analysis

Written by Jason Yu Posted on by Jason Yu

There are tons of articles about Google vs. Baidu, but few of these articles take an in-depth look at how Google compares to Baidu from a Chinese user’s perspective.

In this article, I do just that, and I render a verdict as to which Web site is better.

Search

The best way to compare search engine quality is to compare searches.

I recently input three Chinese keywords for my experiment:

  • <!--[if !supportLists]--> 许霆 (Xu Ting: A Chinese citizen who was recently involved in a controversial criminal case)
  • <!--[if !supportLists]--><!--[endif]-->次级房贷 (Subprime mortgage)
  • <!--[if !supportLists]--><!--[endif]-->看羹吃饭 (Kan-Geng-Chi-fan: A phrase used and recognized by a relatively small number of Chinese, meaning that you have to think carefully before taking action)

These keywords represent three different categories of information people search for online. Xu Ting is a hot keyword in China at the moment but it has received little international media coverage. Subprime mortgage, on the other hand, is a foreign concept and the term has been transliterated into Chinese characters from the English equivalent. Kan-Geng-Chi-fan is used within a specific dialect that is not used by the majority of Chinese citizens.

Okay, here are the results as of April 18, 2008:

“Xu Ting”

It would seem that Baidu knows much more about Xu Ting than Google, although I did not verify that every result referred to this particular individual.

Interestingly, in the first results page of both google.com and google.cn, one of the search results directed users to Baidu Post — Baidu’s popular user forum.

Overall, I would rate both sites equally because the top 20 results from each search engine were highly qualified and I could easily find information I wanted from there. Verdict: A tie.

“Subprime mortgage”

This time google.cn appears to do much better than Baidu. But if we look closely at the top 20 search results, we’ll find there are 7 results at google.com and 5 results at google.cn that direct us to Web sites that use traditional Chinese characters, which are used in Taiwan, Hong Kong and by the overseas Chinese community.

It can be rather challenging for the mainland Chinese to read traditional Chinese, though they can understand most of the message. Nonetheless, this mix of simplified and traditional Characters is not the most user-friendly approach. Verdict: Baidu wins.

“Kan Geng Chi Fan”

At first glance, Google produced overwhelmingly more information than Baidu. However, if we examine the details, Google did not perform so well. Neither Google.com nor Google.cn produce an accurate search result within the first 10 pages respectively, while all the 207 search results from Baidu are accurate. Verdict: Baidu wins again.

Based on these three searches, Google comes across as a bit complicated and “foreign” to Chinese users. Baidu is the superior Chinese search engine.

Products

Both Google and Baidu are trying to leverage their network effects to promote other products. Google has many excellent products, but not every product has performed well in China. For example, Google Maps is widely used by American users. Unfortunately, Google Maps in China is unable to provide the same features due to unavailability of mapping data in China. Google’s satellite map currently only covers the major Chinese cities. Should Google acquire better maps, it would have a clear advantage over Baidu, which doesn’t offer the same degree of functionality and usability in its map tool.

Although music copyright is a controversial issue within China, the market reality is that millions of Chinese Internet users download free music online. Baidu understands this reality and its music search product — which presents a list of links for free music downloads when people search by song, singer, or label — is extremely popular. Google is unable to compete with Baidu in this regard due to its adherence to US copyright laws.

Another example is Baidu Post, an online forum allowing Internet user to create new topics based on search keywords and provide commentary. When people search online by keyword, they can also follow these keywords to Baidu Post, where they may find additional information — or at least find out what others think of the selected keywords.

Online forums are a very important medium in China for distributing information online. I think an important reason for this is because the Chinese, as well as many businesses, want to remain anonymous. While this may change in the years ahead as the next generation embraces social networking sites, for the time being, online forums are dominant. Baidu also offers a blog platform (Hi Baidu) while Google has localized Blogger into Chinese, very few Chinese people currently use it.

Local culture and consumer behavior are critical factors in determining whether a product will succeed in an overseas market or not. So far, Google products have not been as appealing as Baidu to Chinese users.

The Brand Name

The name of Baidu (百度) is from a beautiful Chinese ancient poem:

Thousands of times, I looked for my girl;

Suddenly, at some point, I stopped and looked back,

I found she was just over there among a bunch of lanterns.

This poem, written by Qiji Xin, who lived in the Song Dynasty nearly 1000 years ago, is still very popular in China and also taught in high schools. Baidu in Chinese means thousands of times. In Chinese culture, this poem communicates one’s desire to achieve his/her dreams. Obviously, meshes well with the services offered by Baidu, a company that claims it better understands Chinese users and Chinese culture.

Google started to use its Chinese name Guge (谷歌) in 2006. Guge (goo-ge) is transliterated from Google and it literally means “the song of grain” in Chinese. A survey conducted in 2006 shows 84.6% Chinese do not like this name. I think the most important reason is that Chinese people want to feel international and modern. This is also one reason you may see many Chinese companies using English words in their marketing materials, as it creates an international effect. The “song of grain” presents an image of the agricultural society that the Chinese people are striving to break away from.

Google has exerted a good deal of effort in localizing its name for China but it has not yet been accepted by the Chinese people. It may take some time. Some companies have chosen to simply use their English names in China, avoiding localization altogether, such as IBM.

To sum up, Baidu definitely has an edge over Google in China. But it is early yet and Google has been doing things such as redesigning its Chinese home page, which may resonate with users. The key takeaway here is that every new market is a new challenge; just because you are number one at home does not mean you will be number one in every country you enter. Should Baidu enter the US market some day, it will face many of the same challenges that Google is now facing in China.


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