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Baidu Marketing Strategy Analysis: A New Era for a Slogan Beyond “Baidu It, and You’ll Know It”
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Abstract
In the context of intensifying competition in the global search engine market, Baidu, previously the dominant player in China’s search engine market, is confronted with formidable challenges, including rising competition from international companies such as Microsoft Bing, growing consumer concerns about privacy, and advances in artificial intelligence technology. The paper examines Baidu’s current marketing strategy, analyzes the relevance of its slogan, “Baidu it, and you’ll know it,” in the context of modern consumer expectations, and explores the role of artificial intelligence (AI) in shaping the future of search engines. By using PEST, SWOT and STP analyses, the research evaluates Baidu’s internal strengths and weaknesses, as well as external opportunities and threats in the rapidly evolving digital landscape. The study identifies missed opportunities for Baidu to capitalize on AI and suggests improvements such as brand repositioning, slogan updates, and user privacy protection enhancements. The results show that Baidu is expected to remain competitive in the AI-driven search engine market if it effectively implements these improvements and by integrating AI technologies, adapting to changes in consumer behavior, and pursuing a mobile-first strategy.
Keywords
Baidu, AI Integration, Marketing Strategy, Search Engine Market
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Cite this article
Cao,T. (2025). Baidu Marketing Strategy Analysis: A New Era for a Slogan Beyond “Baidu It, and You’ll Know It”. Advances in Economics, Management and Political Sciences,133,174-182.
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