GOOGLE CHNH SCH GI V LI NHUN

1. GII THIU V GOOGLE.

S mnh ca Google l sp xp thng tin ca th gii v lm cho thng tin ny tr nn hu dng v c th truy cp trn ton cu. (c trch t trang web http://www.google.com.vn/intl/vi/about/) 1.1. LCH S GOOGLE. Clip lich su Nm 1996, hai nghin cu sinh ti trng i hc Stanford l Larry Page v Sergey Brin c gi thuyt rng mt cng c tm kim da vo phn tch cc lin h gia cc website s em li kt qu tt hn cch ang c hin hnh lc by gi. u tin n c gi l BackRub. Ngy 15/09/1997 tn min www.google.com c ng k. Ngy 07/09/1998 chnh thc thnh lp cng ty Google Hin ti, Google c hn 70 vn phng hn 40 quc gia trn ton th gii. Nm 2000, Google bt u bn qung co bng t kha em li kt qu thch hp hn cho ngi dng Thng 02/2003 Google mua c Pyra Labs, cng ty to ra Blogger. Thng 8/2004 pht hnh c phiu ra cng chng ln u vi gi m ca 85 USD/c phiu.

1.2. TRIT L M GOOGLE TIN TNG. Dont be evil l cu khu hiu khng chnh thc ca Google m ch rng bn vn c th lm ra tin m khng cn phi tr thnh k xu. Tp trung vo ngi dng v mi th khc s theo sau . Nhanh tt hn chm. Dn ch trong cc cng vic lin quan n web. Bn khng cn phi bn lm vic mi cn n cu tr li. Nhu cu v thng tin vt qua mi bin gii. Ch xut sc thi cha . 1.3. LOGO CA GOOGLE Vo mt s dp c bit, ngi s dng cng c tm kim Google thng bt ng nhn ra nhng ha tit vui nhn ci trn biu tng Google. Thng l thay i logo theo ch ny c ngun gc t nm 1999. Google - Sng to khng gii hn: Larry v Sergey i tn cng c tm kim thnh Google nh mt cch chi ch t Googol (c ngha l 1 v 100 s 0 tip theo. Vi thng sau, mt du chm than (!) c thm vo sau logo bt chc phong cch ca Yahoo!. Nm 1999, Gio s ngh thut ca i hc Standford, ng Ruth Kedar, thit k nn logo Google v c s dng n tn ngy hm nay. V mt thit k v bin tu logo, c th ni Google l s 1 hin nay. Ty thuc vo tng s kin trong Google c th bin tu logo ca mnh theo nhiu cch khc nhau gi l Doodles (m chng ta s thy khi truy cp google.com thi im ).

2. NHNG NG DNG NI BT V PH BIN CA GOOGLE.

2.1 GOOGLE SEARCH Google search l dch v cung cp chnh v con t ch bi ca cng ty Google. Dch v ny cho php ngi truy cp tm kim thng tin trn Internet, bao gm cc trang Web, hnh nh & nhiu thng tin khc. Google search thng tr bng xp hng cng c tm kim trong nhiu nm. Hin n vn ang chim n 85% th phn. Ring trong lnh vc tm kim di ng, Google Search cn p o hn nhiu vi khong 95% th phn. 10 t kha "hot" nht c tm kim trn Google nm 2011: 10-Steve Jobs 9-Osama Bin Laden 8-Adele 7- Casey Anthony 6- Iphone 5 5- Ryan Dunn 4- Pinterest 3- Irene 2- Google 1- Rebecce Black

Hng triu ngi s dng Google tm kim thng tin mi ngy. Khi qung co trn Google, qung co ca bn c th xut hin vi bt k t kha no bn mun. Khng nh cc qung co truyn thng khc nh bo, tp ch hoc truyn hnh, t l % qung co n c ng khch hng mc tiu ca bn l rt thp, nhng vi qung co trn Google bn bit chc chn ngi xem qung co ca bn l nhng khch hng tim nng ang c nhu cu tm kim nhng sn phm bn ang bn v gn nh 100% l ng khch hng mc tiu. cc cng ty, doanh nghip c c hi c ng u trong nhng kt qu tm kim, Google cung cp dch v qung co Adword (qung co t kha) cho khch hng theo phng thc Pay per Click (tr tin theo mi lt nhp chut) vi 3 hnh thc chnh:

 Qung co t kha trn cng c tm kim. Qung co t kha trn cc websites. Qung co banner trn cc websites. Khi chn hnh thc qung co ny, doanh nghip ch phi tr tin khi c khch hng click vo cc kt ni qung co ca mnh. Google AdWords hot ng ging nh mt dch v u gi. Cc cng ty tham gia s t gi cho cc t kha khi ngi dng g t vo cng c tra cu online, ng link qung co ca h s xut hin v tr cao trong kt qu. 10 t kha ting t nht trn Google:

Google VN
1 2 3 4 5 6 7 8 9 10 My m tin May phat dien thng tc cng chuyen nha tron goi may dem tien thm t hut be phot chuyn nh trn gi My pht in Can dien tu

Gi/click
100.000 ng 100.000 ng 90.000 ng 80.000 ng 80.000 ng 80.000 ng 70.000 ng 60.000 ng 60.000 ng 60.000 ng

Google
Insurance Gas/Electricity Mortgage Attorney Claim Loans Lawyer

Gi/click
54.91 USD 54.62 USD 47.12 USD 47.07 USD 45.51 USD 44.38 USD 42.51 USD

Conference Call 42.05 USD Recovery Donate 42.03 USD 42.02 USD

2.2 H IU HNH ANDROID Android l h iu hnh trn in thoi di ng (v hin nay l c trn mt s u pht HD, HD Player, TV) da trn nn tng Linux. Trc y, Android c pht trin bi cng ty lin hp Android ( sau c Google mua li vo nm 2005). Trong thi gian u ra mt, rt t ngi tin tng vo s thnh cng ca nn tng Android. Th nhng android thc s chng minh dc v tr ca mnh qua thi gian. T th h android u tin ,ngay nay android pht trin dn qua cc i v gn y nht l android 4.1 v hin ang lm ma gi trn th trng smartphone l chic in thoi mang thng hiu Nexus chy h iu hnh android 4.2. 2.3 GMAIL Gmail l mt dch v webmail da trn tm kim, mi n ph bao gm trn 4 gigabyte b nh. Xng sng ca Gmail l mt ng c tm kim mnh ca Google c th nhanh chng tm kim mi th m mt ch ti khon gi hoc nhn. Gmail h tr nhiu trnh duyt (browser) v h tr a ngn ng (multilanguages), a ch ngi gi n v ngi gi i t ng nhp lu vo s. Nhng tnh nng ni bt ca Gmail: Gmail cung cp nhng biu tng sao th v dng nh du cc th quan trng. Giao din sng v p hn, c th ty chnh. Thay i kch c hm th ty Cng c tm kim th nhanh chng v tin dng 2.4 GOOGLE MAPS Google Maps l mt dch v bn trc tuyn mi n ph

N cung cp cc dch v khc nhau cho ngi xem nh: bn ng ph, nh chp v tinh, tm kim l trnh ng i, tm kim a ch Ngoi ra cn c thm tnh nng tm theo yu cu, v d: nh hng mn n Vit, rp chiu phim, ngn hng..., cc ni ny s c hin th thng tin mt cch nhanh chng. Smartphone dng h iu hnh Android 1.6 tr ln s c s dng dch v Google Map mi n ph. ng dng ny kt ni thng tin t internet v h thng GPS. Ngi dng c th chuyn i qua li xem hnh nh thng qua v tinh hoc hnh nh thc trn ng ph 2.5 GOOGLE TRANSLATE Google Translate l cng c chuyn i ngn ngtrc tuyn, c th dch mt t, mt cu, mt on, mt trang web hay mt ti liu gia nhiu ngn ng khc nhau bng nhng thao tc rt n gin. Google Translate h tr hn 60 ngn ng. T nm 2008 c h tr ngn ng ting Vit. Vn cht lng: Google Translate c th dch t kh tt nhng li gp kh khn trong vic dch cu, on vn, dch hay cu phc tp. Vi nhng t ting lng hay mang ngha bng th Google Translate cng khng th x l c. Trong nhng trng hp nh th ny i khi Google Translate vn nguyn ngn ng gc. Nhng d th no i na, Google Translate tht s l mt cng c hu ch gip chng ta tit kim thi gian hn. 2.6 GOOGLE CHROME Google Chrome l trnh duyt web mi n ph, s dng nn tng V8 engine. D n m ngun m ng sau Google Chrome c bit vi tn gi Chromium. Nm 2011, trnh duyt ny tr thnh trnh duyt thng dng th ba trn ton cu, chim khong 16,5% th phn trnh duyt web th gii, ch xp sau Firefox v Internet Explorer.

Tc : Chrome c thit k hot ng nhanh trn mi phng din c th. Tnh n gin: ca s trnh duyt ca Chrome c b cc hp l, gn gng v n gin. Bo mt: vi tnh nng chng phn mm c hi v la o tch hp sn, t ng cp nht m bo bn c tt c cc bn v li bo mt mi nht, gip bn an ton hn v bo mt hn trn web. C nhn ha: c nhiu cch ty chnh Chrome v bin n thnh ca bn. Tht d dng chnh sa ci t ca bn v thm ng dng, tin ch m rng v ch t Ca hng Chrome trc tuyn. ng nhp: Tnh nng ny cng t ng ng nhp bn vo tt c cc dch v ca Google m bn yu thch. Ngoi ra, Google cn cung cp rt nhiu tin ch khc ph hp vi tng nhu cu ca ngi dung nh: Google images, Google play, Google news, Youtube, Gmail (clip 10 dieu thu vi)

3. CHIN LC V GI V LI NHUN CA GOOGLE:

Cung cp Google Search mi n ph ton th gii, mi n ph vi h thng Gmail v nhiu dch v khc trn nn my ch Google Web Server m rng Vy cu hi t ra l Google thu c li nhun t u? ng sau s mi n ph ny, Google li ang i nhng vn bi tht s. Chnh bng nhng dch v mi n ph nh vy, Google gy ting vang ln trn ton cu, thu ht lng ngi s dng rt ln. 3.1. LI NHUN CA GOOGLE QUA CC NM L mt trong nhng tp on cng ngh hng mnh th gii, mi nm Google thu c li nhun khng l bng cch chi phi nhng g chng ta tm kim nh vo ph sng rng ln trn Internet. Mc d s hu trong tay rt nhiu dch v v khng ngng pht trin nhng sn phm mi, tuy nhin ch c dch v khai thc qung co ca Google em li hn 90% li

nhun cho Google Inc v l ngun thu chnh ca tp on.Tnh ring nm 2010, 97% li nhun ca Google n t qung co, ch 3% thu c t nhng ngun khc. Trong qu II nm 2011, Google c doanh thu trn 33 t USD. Google Adwords l mt trong nhng mnh lm giu tt nht ca Google. Tnh hnh li nhun thu c t qung co ca Google so vi bo v tp ch ti M: Nm 2004, li nhun qung co ca Google khng ng em ra so snh vi bo v tp ch. Tuy nhin sau 8 nm pht trin, mi thc o ngc. Ch trong 6 thng u nm 2012, Google kim c 10.9 t USD t qung co. Trong khi ngnh cng nghip bo tp ch m ch kim c 10.5 t USD qung co. y l ln u tin k t khi ra i, Google chnh thc vt trc ngnh cng nghip bo v tp ch ti M v doanh thu qung co.

Biu : doanh thu qung co ca Google v cng nghip bo v tp ch ti M qua cc nm. 3.2. S THC SAU CHIU BI MIN PH CA GOOGLE:

M trc, ng sau Theo cc cng ty nghin cu th trng, Android hin nay ang c nhng bc pht trin cc k mnh m. Ch trong mt thi gian ngn, n tr thnh nn tng smartphone hng u th gii. Ci Android c v sn sng lm chnh l s mi n ph -Computerworld cho bit. Nhiu ngi li t cu hi Google mi n ph Android lm g? Theo nhiu chuyn gia, ci th ca Android l ca k n sau nn bt buc phi lm g c th trng. Fox News cho bit: H khng thu tin bn quyn h iu hnh nhng b li, h ly tin thng qua cc kho App khng l ca mnh. Tng t Apple ly 25% tin cho mi phin bn phn mm bn trn iTunes th Google cng lm nh th, cch ny mang li li nhun kh ln cho Google v n s ln hn na nu Android m rng. Quyn lc ngm Nu so snh vi cc i th khc nh Microsoft, Apple th theo cc chuyn gia, Google nm gi sc mnh ngm tt hn rt nhiu bi h c kh nng chi phi gn nh 100% ngi s dng internet trn ton th gii thng qua cc nn tng m h s hu v gy ting vang c t lu. Ni mt cch d hiu, by gi, chng ta c th khng cn Microsoft, Yahoo, Amazon, Ebay, Apple nhng rt cn v phi cn Google_ Mt nh phn tch cho bit. Nu cn tm kim, d ght Google Search nhng bn vn phi dng n. Nu mun xem cc video mi, l th d ght YouTube, bn vn s phi vo y lc li. Quyn lc ngm ca Google nm nhng nn tng ny. Vi nhng cng ty mun qung b website, h lun lun cn n Google Search v d Google c bn qung co theo t kha vi gi khong 40 USD cho mi click ln t kha y th cc ngn hng, t chc ti chnh, cng ty bo him vn phi chp nhn v y l th gii ca Google Search.

Clip google hungry beast

4. NHNG YU T TO NN THNH CNG CA GOOGLE

4.1 TI LNH O CA BAN GIM C Theo Larry Page_CEO ca tp on Google: Lun tp trung v hiu r nhng mng no cn u tin s em n cho chng ta nhng c hi ng kinh ngc ng thi, Page cng gn 25% mc thng hng nm ca nhn vin vo s thnh cng ca chin lc mng x hi. Ngha l nu chin lc mng x hi ca Google tht bi trong nm nay, h s b gim 25% mc thng, cn ngc li, thng ca h s tng 25%. Page tng ni: C mt thnh ng ti hc c hi i hc, l hy quan tm ti iu khng th. Bn nn th lm nhng g m hu ht mi ngi cha ngh ti. Sergey Brin_ng sng lp Google gii thch: Chng ti iu hnh Google hi ging iu hnh mt trng i hc. Chng ti c rt nhiu d n, khong hn 100 ci. Chng ti lm rt nhiu lnh vc khc nhau. Cch duy nht dn bn ti thnh cng l u tin hy hng chu tht bi.

4.2 CH I NG DNH CHO NHN VIN clip lam viec tai google Google a ra ch i ng nh thin ng dnh cho nhn vin ca mnh, gip h c c mi trng lm vic thoi mi v sng to nht, gip pht huy ht kh nng m mi nhn vin ang c: n v thc ung lun sn sng Ti vn phng lm vic ca Google c qun n t phc v, khu vc m thc vi y n nh mi n ph, nhn vin pha ch ung lun sn sng phc v, gian n trng ming theo phong cch nhng nm 1950, t lnh vi ung mi n ph

Cui bui lm vic ca th 6 hng tun, mt bn di vi y thc n, bia v ru lun sn sng cc nhn vin Google lin hoan kt thc tun lm vic cng thng. Lm vic ti Google nh ang i do trong cng vin chi Cch trang tr ni tht ti Google c nh gi l tr trung v nng ng, tri ngc vi phong cch trang tr c phn nghim ngh v sang trng ti vn phng ca Microsoft. Mi ngi c th thoi mi lm vic bt k u mnh thch, m khng nht thit phi lun ngi trc my vi tnh ca bn lm vic. iu ny to ra tm l thoi mi v t do nht cc nhn vin ca hng c th a ra tng sng to mi. Lun c chm sc khi lm vic ti vn phng Bn trong tr s lm vic ca Google c mt phng tp th dc vi cc trang thit b hin i, m ca sut 24 gi cho nhn vin c nhng pht vn ng c th. Google b tr cc bc s khm bnh cho nhn vin nu h cm thy mt mi. C c mt salon ct tc ch em ph n lm p khi cn. Th gin bt c lc no mnh mun Google cng trang b mt bc tng nhng ai yu thch mo him c th leo ni trong nh, c sn bng , bn nh bi-a, bng r v hng chc b gh mt-xa Vi nhng ai theo o, Google b tr hn mt phng cu nguyn h c th lm l vo thi im no trong ngy. Hng nm, Google u tng nhn vin nhng chuyn du lch min ph Gip cc nhn vin c nhng pht giy th gin sau thi gian lm vic cng thng, c c s gn kt vi nhau hn.Google s lo mi chi ph cho chuyn i, phng tin, khch sn, cc dch v, tr chi v tin hc cc mn th thao trong qu trnh i du lch, nh hc lt vn, trt tuyt Khng phi cc nhn vin u phi i chung trong 1 chuyn du lch, Google thng a ra nhiu s la chn, sau chia ra thnh tng nhm i n nhng ni khc nhau.

 Th 6 hng tun, Google t chc bui gp mt gia nhn vin vi ban lnh o a ra nhng cu hi v yu cu Cc nhn vin c th a ra bt k cu hi no cho ban lnh o, t nhng yu cu v ch lm vic hay thm ch c nhng cu hi v cuc sng bnh thng. Ban lnh o Google s tr li cu hi trc tip thng qua micro. Hng nm, nhn vin ca Google s nhn c qu t pha cng ty Thng l vo nhng dp Ging sinh v thng chnh l nhng sn phm ca cng ty. in thoi Android l mn qu m Google la chn nhiu nht. Ngoi ra, cng ty cng tng nhng mn qu bt ng cho nhn vin m khng cn c l do.

5. NHNG SAI LM V THT BI NG QUN NHT TRONG LCH S GOOGLE 5.1 NHNG NG DNG THT BI :

Google Answers (Tui i: 4/2002 11/2006) y l sn phm c Google pht trin nhm cnh tranh vi Yahoo Answers. Hng thm ch quyt nh tr tin hu hnh cho cc nh nghin cu tr li cu hi cho khch hng song khng thnh cng. Google Video (Tui i: 2005 1/2009) Vi mc tiu tm kim mi video trn th gii mng, dch v Google Video khng th cnh tranh vi YouTube. Kt qu tht d nhn thy, g khng l phi chi tin mua li trang chia s YouTube Dodgeball (Tui i: 5/2005 1/2009) Phn mm mng x hi o c Google mua li song khng em n thnh cng nh mong i. Tuy nhin, sau khi hng t b Dodgeball vo nm 2009, Dennis Crowley pht trin chng thnh Foursquare gy nhiu ting vang.

Google Wave (Tui i: 5/2009 10/2011) Google Wave l dch v h tr kh nng lm vic nhm trc tuyn, vn rt thnh cng khi xt n mng tng. Tuy nhin, sn phm vn cn thiu nt t ph trnh khi tht bi. Tuy th, mt phn ca dch v vn c th c tm thy qua Google Docs v nhng ng dng tng t khc. Google Buzz (Tui i: 2/2010 10/2011) Google Buzz cho thy n lc u tin ca Google khi thm nhp lng mng x hi. Nhng phong cch "b o" ca Facebook khin hng buc phi dng cuc chi v chuyn sang Google+. Du vy, c gng ln th hai ca Google vn cha mang li kt qu kh quan.

Nm 2012

Nexus Q Nexus Q c Google gii thiu ti s kin cc nh pht trin Google I/O 2012. l thit b gii tr a phng tin gi 299 USD chy h iu hnh Android. Thay v l mt thit b c lp, Nexus Q cn kt ni vi smartphone hoc my tnh bng Android qua Wi-Fi truy cp vo cc dch v ca Google, truyn phim hoc nhc v chuyn chng ti TV, loa hoc my tnh. So vi cc thit b cnh tranh gi trn 100 USD ca Apple v Roku, Nexus Q qu t . Chnh v vy, Google quyt nh m Nexus Q v khng tung n ra th trng V in t Nm nay, c Google tham gia mt trn mi l v in t (electronics wallet. Thay v phi rt v v tin mt hay th tn dng thanh ton, bn rt smartphone v ngi bn hng s dng my qut (m vch hoc NFC) khu tr tin thanh ton t th tn dng hoc cc chng trnh khuyn mi. Nhng hin c rt t ng dng c kh nng tn dng c s h tng NFC v h thng thanh ton mi ny. Cc h thng bn l cng khng u t cc thit b h tr cc dch v thanh ton NFC ca Google

5.2 NHNG SAI LM: K th ln nht ca Google l Google? Khong 93% doanh thu hng nm ca Google kim c t qung co (nm nay c d bo ln u tin s vt qua ct mc 20 t USD). Tuy nhin, cc nh quan st cnh bo rng k th ln nht ca Google c th chnh l bn thn cng ty ny.Thay v ch tp trung vo th trng tm kim, ni to ra nhiu doanh thu nht cho Google thng qua qung co, h li ang tham gia vo nhiu th trng khc nhau. Danh sch nhng dch v khng tm kim ca Google ang ngy mt di ra, v cng ty ny thng t du hiu phi vt ln vi vic duy tr v pht trin chng mt cch thch hp.

Lc hng trong chin lc thng hiu Bn phi chim lnh mt t trong tm tr khch hng( 22 quy lut bt bin v marketing_Al Ries v Jack Trout )

a s cc cng ty thng nhm n nhng lnh vc mi: Sn xut ra sn phm mi v dng thng hiu cng ty m t tn cho sn phm mi y. Rt tic, y l mt chin lc sai lm m rt nhiu doanh nghip ln vp phi. V Google cng vy.Khi em tn thng hiu c nh hnh gn cho nhng sn phm khc th s lm ri tr khch hng, lm bn sc thng hiu b lu m. Khi thng hiu i din cho qu nhiu th, n s khng cn i din cho th g na. Hy xem nhng sn phm con thnh cng nht ca Google l g? l YouTube, Android, Picassa, Blogger. Khng c mt ch Google no trong .
iu g l nguyn nhn ct li trong tht bi ca Google trc Apple ? Hin nay, cc sn phm ca Google u tht bi trong vic chim c tri tim cng nh tm tr ca ngi tiu dng trn th trng sn phm cng ngh, iu m Apple thc hin rt tt.

iu quan trng nm ch, tht bi ny khng lin quan g ti trnh cng ngh trong cc mt hng ca Google (thm ch, Google cn lm vic ny rt tt) m l h qu ca nhng yu km trong khu thit k sn phm. Thit k cc sn phm ca Google hng n nhng ngi c trnh v cng ngh trong khi Apple li nhm vo b phn ngi tiu dng bnh thng. V iu r rng c th nhn thy l s lng nhng ngi c trnh cng ngh ch chim 1 phn v cng khim tn trong th trng khch hng rt rng ln

Phn cn li l my ci clip v tablet vs li may tinh bang 3d, google glass project TR ni thm thi ni l google nn pht trin nhng sp v b quyt thnh cng ca n l s sng to