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谷歌死磕亚马逊:欲增加一键购买 变身网上卖场 - 站长搜索
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谷歌死磕亚马逊:欲增加一键购买 变身网上卖场

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2014-12-16 14:00:05 转载来源: 网络整理/侵权必删

腾讯科技讯 在网页搜索上,谷歌是垄断全球九成市场份额的霸主。但是在商品搜索上,在亚马逊电商帝国的挑战下,谷歌反倒成为一个落后者

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腾讯科技讯 在网页搜索上,谷歌是垄断全球九成市场份额的霸主。但是在商品搜索上,在亚马逊电商帝国的挑战下,谷歌反倒成为一个落后者。

据美国媒体报道,谷歌正在计划在商品搜索和网上购物方面,进一步叫板亚马逊,谷歌正在和零售商协商,计划在其购物聚合服务上,直接增加一键购买按钮,这意味着谷歌的商品聚合服务,可能成为一家网上商城。

12月16日,腾讯科技在谷歌的购物服务(Shopping)中看到,这属于典型的商品搜索和聚合服务,用户将会看到琳琅满目的商品和促销项目,甚至可以浏览比较详细的商品介绍。

但是如果要购买,用户必须通过链接访问零售商自家的网站。

换言之,在网上购物上,谷歌目前只扮演着转引流量(将从零售网站获得收入分成)的被动角色,谷歌希望改变这一地位。

据报道,谷歌正在和多家零售商进行协商,内容是在谷歌购物服务中,直接增加一键订购,网民无需离开谷歌页面访问零售商网站。

如果增加一键购买,谷歌购物服务将成为类似亚马逊的网上商城,诸多零售商将成为谷歌大商城的店中店。

之前,谷歌已经推出了面向外部网络零售商的当日达快递业务。据报道,谷歌也在和零售商洽谈,将对一键购买的商品,提供两日送达服务。

不过在站内一键购买上,谷歌和零售商如何共担成本,如果分享收入还不得而知。

据报道,一部分零售商对于谷歌购物的一键购买并不热衷。由于网络零售市场竞争激烈,价格随时变化,电商网站希望把持对自家商品更多的控制权。

据媒体分析,谷歌的站内购物计划,最终目的并非要进入电子商务市场,分享零售业的利润,谷歌此举是要保住商品搜索这块蛋糕。

谷歌绝大部分的收入,来自于搜索广告。而商品搜索是搜索广告中含金量最高的板块,谷歌会展示商品图片,提供价格信息,谷歌在商品搜索广告上获得的收入,也高于普通搜索广告。

但是在商品搜索领域,亚马逊的后来居上,让谷歌感受到了巨大的压力。

根据美国科技市场研究机构Forrester的数据,2009年美国网民在网上搜索商品时,24%的比例发生在谷歌上,亚马逊占比只有18%。

如今,格局已经逆转。在今年三季度,在美国网上商品搜索中,亚马逊占据了39%,谷歌只有可怜的11%。显然,越来越多的网民,认为亚马逊是搜索商品、进行购物的最佳去处。

今年十月份,谷歌董事长施密特,做了一番令外界不太理解的表态。他指出,谷歌在搜索市场的最大对手,不是微软必应搜索和雅虎搜索,而是亚马逊。

施密特表态显示,商品搜索在谷歌的搜索服务和搜索广告架构中,占有着极其重要的位置。

分析人士也指出,在传统的搜索主营业务后,谷歌进入了安卓软硬件以及各种奇思异想项目(包括智能眼镜)中,但是未能获得实质性的收入,谷歌各种研发开销和工资支出,仍需要依赖于搜索广告。

谷歌的搜索广告已经是一个古老产品。如果谷歌希望进一步做大搜索广告,赚钱效应更大的商品搜索,自然而然将是谷歌的突破口。(晨曦)

标签: 谷歌 死磕 亚马逊 增加 一键 购买 变身 网上 卖场


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