Limitation of Diversification Strategy of Baidu - Users’ Trust and Social Responsibility Issue-

This study manages the recent downturn of Baidu from the limitation of diversification strategy aspect. Above all the diversification issue of Baidu is deeply concerned with the users’ trust and social responsibility issue for Baidu. This study accesses the diversification condition by reviewing the business activity network and the management performance trend. In addition, the personal interview and the survey are to be taken to manage the users’ trust issue for Baidu. The interview is to collect the opinions regarding the internet censorship of China, Baidu search platform and key factors of search platform. The survey is to examine whether the population mean difference exists or not between Google and Baidu by doing the ‘Paired t-Test’ as for three factors; the access convenience, the search results’ diversity and the credibility. As a result, the Chinese consider Google better than Baidu in the search results’ diversity and the credibility. However the internet censorship by Baidu is a disputable issue from the social responsibility aspect if considering the fact that ensuring the ‘freedom of speech’ and ‘freedom of search’ is a key contribution of search platform. Therefore it is still hard to expect for Baidu to get a tangible result in diversifying the business in the near future.