編輯推薦

“中國著名企業傢與企業從書”旨在以新形式傳播中國聲音，講述中國故事，將以總結和介紹中國當代著名企業和企業傢的成功之道為切入點，介紹瞭中國企業傢們的創業生涯和個人生活。以漢英對照的形式齣版，讓國內外讀者都能通過本書瞭解這些企業的創業故事。

1. 地道母語譯者翻譯。

2. 英漢雙語讀本。

3. 跨越語言障礙，講述中國故事。

4. 講述瞭中國民營企業傢們的創業生涯和個人生活。

內容簡介

1998年，馬化騰與他人共同創辦瞭騰訊公司，騰訊從開發QQ即時通訊軟件起步，這款軟件迅速風靡全國。在馬化騰的領導下，如今的騰訊已經進入網絡門戶、社交網絡、多玩傢在綫遊戲和電子商務時代，成為當今互聯網巨頭之一。馬化騰本人被美國《時代》雜誌評為2014年度“全球百大影響力人物”之一。騰訊公司以其技術、業務的創新思維與方法著稱，本書將為您講述馬化騰的傳奇故事，剖析騰訊崛起這一商業奇跡帶來的影響。

In 1998, Ma Huateng cofounded Tencent Inc, starting with the company’s QQ instantmessaging tool that became a huge hit in China. Under Ma’s leadership, Tencent hasmoved into web portals, social networks, multi-player online games and e-commerce,making the company today an Internet powerhouse. Ma himself was hailed as oneof the world’s most influential people by Time Magazine in 2014. This book examinesthe incredible rise and influence of Ma and Tencent, known for their truly innovative thinking and approach to technology and business.

作者簡介

冷湖：從事策劃文案工作，期間從事人物傳記圖書的編輯工作。目前齣版及發錶作品有《你若盛開，清風自來——世間曾有三毛》等書。

目錄

序 言

第一章

最有商業範兒的工程師

第二章

創業不是打麻將

第三章

資本世界的“南極狼”

第四章

山雨欲來風滿樓

第五章

企鵝可是土豪命

第六章

決戰在即時通信之巔

第七章

圈地運動開始

第八章

逐鹿電子商務

第九章

搜索引擎火燒遍野

第十章

企鵝也要玩遊戲

第十一章

新戰略讓對手發狂

第十二章

“企鵝帝國”心語

附錄：“互聯網+”時代的連接升級

FOREWORD

CHAPTER ONE

AN ENGINEER WITH COMMERCIAL ACUMEN

CHAPTER TWO

ENTREPRENEURSHIP IS NOT A GAME OF MAHJONG

CHAPTER THREE

THE WOLF OF THE CAPITAL WORLD

CHAPTER FOUR

CHALLENGES AND DIFFICULTIES

CHAPTER FIVE

THE PENGUIN WAS BORN RICH

CHAPTER SIX

THE DECISIVE BATTLE BEGAN AT THE TOP

OF THE MOUNTAIN OF INSTANT TELECOMMUNICATION

CHAPTER SEVEN

THE ENCLOSURE MOVEMENT

CHAPTER EIGHT

FIGHTING TO BECOME THE KING OF ONLINE BUSINESS

CHAPTER NINE

SEARCH ENGINES BECOME PREVALENT 291

CHAPTER TEN

THE PENGUIN WANTS TO PLAY

CHAPTER ELEVEN

A NEW STRATEGY DRIVES THE COMPETITION CRAZY

CHAPTER TWELVE

THE INNERMOST WORLDS OF THE PENGUIN EMPIRE

POSTSCRIPT

A SPEECH DELIVERED BY MA HUATENG

精彩書摘

搜索引擎是除瞭門戶網站之外的，被不少互聯網巨頭盯住的另一塊肥肉。人們對搜索引擎充滿瞭“遐想”，認為這是一個能夠掘金的最佳陣地。每一個領域的業務都有其固定的盈利點，對於搜索引擎來說，競價排名是其主要的收入來源，也是引擎關鍵詞廣告的主要形式之一。一般來說，企業會根據付費的多少來決定其排名的先後，這是對購買瞭同一關鍵詞的網站采取排名的一種策略。

在國內，最早推齣競價排名的就是百度。應該說，這種按照推廣效果來付費的網絡推廣方式，能夠讓企業以較小的投入獲得大量的潛在用戶，從而有效增加企業的銷售額，同時也給搜索公司帶來瞭巨大的利潤收益。

2008年11月，中央電視颱《新聞30分》報道瞭這樣一則新聞：“百度推齣競價排名，但因為審查不嚴，讓一些騙子企業也上百度的廣告，廣大人民群眾因此而上當受騙。”接著，其他一些媒體也相繼發錶瞭相關報道，稱百度的競價排名導緻瞭“惡性競爭”。百度競價排名的事情一曝光，大約10億人同時得知瞭這個消息。隨後百度的股票一路狂跌，僅僅3個交易日就跌去約38%，每股股票縮水67美元，百度的市值因此下降瞭1/3。不單單是損失錢的問題，最關鍵的是無形價值——百度的品牌形象的流失。

百度的競價排名被“曝瞭光”，引發瞭人們對其商業道德的一連串討論，同時也從側麵透露齣搜索引擎領域所隱藏的巨大價值，於是一些互聯網巨頭開始朝著這塊陣地徐徐前進。

Internet search engines had come to be viewed as virtual pots of gold: a source of potentially endless money. Each business area had its fixed profit point for search engines, and thus one of the main sources of income was keyword advertising. Companies would pay according

to their ranking, and thus a major strategy was to buy keywords that would rank them higher in search engine results.

In China, Baidu was the major search engine. Enterprises looking to increase their visibility on the search engine were a huge source of profit for the company. In November 2008, news was released saying that some businesses were advertising on Baidu without being properly

reviewed. Other media outlets published similar reports, saying that Baidu’s bid-ranking system was a source of vicious and unrestrained competition.

Given Baidu’s exposure, some 1 billion people would have been exposed to the news. Baidu’s stock plunged, falling by 38% over just three trading days. However, Baidu’s problem was not simply the loss of money but, more critically, the loss of a more intangible value – its brand image.Yet the controversy did prompt a re-evaluation of their business ethics,

as well as reveal a hidden source of search engine revenue, and soBaidu moved its focus on to pastures new.

In 2005, with the rise of the search engine market in China, Ma began to intensify his focus upon this area. He was keenly aware that, as long as portal sites could only provide information, users were mere passive recipients, unable to actively interact with the information they collected. This was a gap in the portal concept. On 4 February 2005, Ma and Google reached a strategic cooperation plan to help Tencent expand its search engine strength. In exchange for Google providing web search services, Tencent would help Google with internet advertising and search engine technology.