{"id":19885,"date":"2014-10-29T15:50:07","date_gmt":"2014-10-29T14:50:07","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=19885"},"modified":"2023-02-27T14:32:16","modified_gmt":"2023-02-27T14:32:16","slug":"web-marketing-in-cina-motori-di-ricerca-cinesi","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/web-marketing-in-cina-motori-di-ricerca-cinesi\/","title":{"rendered":"Web Marketing in Cina e motori di ricerca cinesi"},"content":{"rendered":"<p>Le aziende contraddistinte da una dimensione internazionale potrebbero voler applicare le loro strategie di <strong>web marketing all&#8217;estero<\/strong>. Per esempio in Cina, che come \u00e8 noto \u00e8 uno dei mercati maggiormente in espansione. Occorre affrontare, per\u00f2, un problema di non poco conto: quali sono i princ\u00ecpi che regolano il web a Pechino e dintorni?<\/p>\n<p>Secondo il rapporto biennale relativo allo <strong>stato di internet in Cina<\/strong>, pubblicato quest&#8217;estate dal CNNIC (China Internet Informazion Network Center) il numero di cittadini connessi in rete attualmente \u00e8 di 632 milioni: tra il mese di dicembre del 2013 e il mese di giugno del 2014, in particolare, si \u00e8 registrato un incremento del 2%, pari a 14 milioni di individui.<\/p>\n<p>Premesso che il tasso di penetrazione del web nel Paese \u00e8 ancora molto al di sotto dei dati europei (si ferma al 47%), occorre notare che gli <strong>utenti di dispositivi mobili<\/strong> sono 527 milioni, e sono aumentati del 5% tra lo scorso dicembre e giugno. La media di ore trascorse in una settimana online \u00e8 di 26: anche in questo caso, i numeri sono in crescita rispetto al passato.<\/p>\n<p>Quel che pi\u00f9 interessa a chi si occupa di web marketing, per\u00f2, \u00e8 la componente dei motori di ricerca. Come noto, infatti, gli utenti cinesi non utilizzano Google ma sfruttano <strong>motori di ricerca cinesi<\/strong>.<\/p>\n<p>I pi\u00f9 conosciuti sono <strong>360Search<\/strong> e <strong>Baidu<\/strong>, ma molto usati sono anche Youdao, Sogou e Soso. Va detto, comunque, che 360Search e Baidu da soli coprono l&#8217;85% del mercato complessivo. Anche da questo punto di vista, lo scenario \u00e8 in costante evoluzione: basti pensare che poco meno di due anni fa il 72% del mercato era appannaggio di Baidu, mentre a 360Search &#8220;spettava&#8221; solo l&#8217;11%. Negli ultimi mesi, invece, le cose sono molto cambiate: 360Search \u00e8 salita del 25%, e Baidu \u00e8 scesa esattamente della stessa quota.<\/p>\n<p>Utilizzando sempre i dati che propongono un confronto tra il mese di dicembre del 2013 e il mese di giugno del 2014, si evidenzia che in soli sei mesi il numero di individui che utilizzano i motori di ricerca \u00e8 salito di ben 17 milioni, passando a 507 milioni. Molto significativo, poi, \u00e8 il dato che riguarda il mobile: se dieci mesi fa gli utenti totali erano 365 milioni, dopo sei mesi si \u00e8 arrivati a 406 milioni. <\/p>\n<p>Il panorama cinese \u00e8 molto mutevole e destinato a fare registrare numeri in costante crescita. Risulta evidente che per tentare un approccio di <strong>web marketing in Cina<\/strong> sono necessari studi e professionisti di livello.<\/p>\n<p>Per il momento, basti sapere che una delle ragioni che stanno contribuendo alla straordinaria impennata di 360Search va individuata nella <strong>pubblicit\u00e0 a pagamento<\/strong> e soprattutto nel fatto che rispetto a Baidu tale motore di ricerca presenta CPC (costi per click) inferiori in una vasta variet\u00e0 di settori. Su 360Search, d&#8217;altro canto, in genere anche i tassi di conversione sono inferiori. Si ritiene, tuttavia, che essi andranno a migliorare sul lungo periodo, soprattutto in considerazione del fatto che nella nicchia di riferimento c&#8217;\u00e8 meno concorrenza.<\/p>\n<p>I riferimenti in Cina restano, insomma, Baidu e 360Search. Il fatto che il primo ora sia il pi\u00f9 popolare, il pi\u00f9 conosciuto e quello privilegiato da chi gestisce l&#8217;<strong>advertising online<\/strong> non significa che esso manterr\u00e0 tale posizione di predominio anche in futuro.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le aziende contraddistinte da una dimensione internazionale potrebbero voler applicare le loro strategie di <strong>web marketing all&#8217;estero<\/strong>. Per esempio in Cina, che come \u00e8 noto \u00e8 uno dei mercati maggiormente in espansione.<\/p>\n","protected":false},"author":4,"featured_media":19977,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[79,117,48],"class_list":["post-19885","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-advertising","tag-seo","tag-web-marketing-1"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Web Marketing in Cina e Motori di Ricerca cinesi - blog.artera.net<\/title>\n<meta name=\"description\" content=\"Chi si occupa di web marketing in Cina \u00e8 interessato alla componente dei motori di ricerca cinesi: i pi\u00f9 importanti sono Baidu e 360Search.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.artera.net\/it\/marketing\/web-marketing-in-cina-motori-di-ricerca-cinesi\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Web Marketing in Cina e Motori di Ricerca cinesi - blog.artera.net\" \/>\n<meta property=\"og:description\" content=\"Chi si occupa di web marketing in Cina \u00e8 interessato alla componente dei motori di ricerca cinesi: i pi\u00f9 importanti sono Baidu e 360Search.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.artera.net\/it\/marketing\/web-marketing-in-cina-motori-di-ricerca-cinesi\/\" \/>\n<meta property=\"og:site_name\" content=\"Artera\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/artera.net\/\" \/>\n<meta property=\"article:published_time\" content=\"2014-10-29T14:50:07+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-02-27T14:32:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.artera.net\/wp-content\/uploads\/2014\/10\/motori-ricerca-cinesi.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1\" \/>\n\t<meta property=\"og:image:height\" content=\"1\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sergio Ravera\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Scritto da\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sergio Ravera\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo di lettura stimato\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minuti\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.artera.net\\\/it\\\/marketing\\\/web-marketing-in-cina-motori-di-ricerca-cinesi\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.artera.net\\\/it\\\/marketing\\\/web-marketing-in-cina-motori-di-ricerca-cinesi\\\/\"},\"author\":{\"name\":\"Sergio Ravera\",\"@id\":\"https:\\\/\\\/www.artera.net\\\/it\\\/#\\\/schema\\\/person\\\/48ffb6b3727677643fbfd3ecf0a10aa0\"},\"headline\":\"Web Marketing in Cina e motori di ricerca cinesi\",\"datePublished\":\"2014-10-29T14:50:07+00:00\",\"dateModified\":\"2023-02-27T14:32:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.artera.net\\\/it\\\/marketing\\\/web-marketing-in-cina-motori-di-ricerca-cinesi\\\/\"},\"wordCount\":525,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.artera.net\\\/it\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.artera.net\\\/it\\\/marketing\\\/web-marketing-in-cina-motori-di-ricerca-cinesi\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.artera.net\\\/wp-content\\\/uploads\\\/2014\\\/10\\\/motori-ricerca-cinesi.jpg\",\"keywords\":[\"advertising\",\"SEO\",\"web marketing\"],\"articleSection\":[\"Marketing\"],\"inLanguage\":\"it-IT\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.artera.net\\\/it\\\/marketing\\\/web-marketing-in-cina-motori-di-ricerca-cinesi\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.artera.net\\\/it\\\/marketing\\\/web-marketing-in-cina-motori-di-ricerca-cinesi\\\/\",\"url\":\"https:\\\/\\\/www.artera.net\\\/it\\\/marketing\\\/web-marketing-in-cina-motori-di-ricerca-cinesi\\\/\",\"name\":\"Web Marketing in Cina e Motori di Ricerca cinesi - 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