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出处:《网吧帝国》   作者:赵福军

近日,百度创始人李彦宏在清华演讲时提出:“百度本质上也是一个媒体,我上市的时候,为了跟美国人说清楚百度,百度就是一个基于技术的媒体公司。”

在中国被标签化的互联网中,百度=搜索、腾讯=QQ、阿里巴巴=电子商务、新浪=门户……

1999年创立的百度,在早期一直是“蜗居”在门户背后的搜索技术提供商,在2002年3月发生的“新浪欠费,百度停机”事件之后,百度从幕后走向前台,开始做独立的搜索门户;

在针对Google的竞争中,百度自诩“更懂中文”,最终在2005年凭借“中国的Google ”成功登陆纳斯达克。

应该说在2003年之前,百度是纯粹的搜索。

但在2003年7月百度新闻上线,随后2003年年底,百度贴吧上线之后,作为纯粹搜索的百度逐渐开始变的不再那么纯粹,2005年年中,百度知道上线;2006年,百度百科上线;2008年百度Hi上线;2009年年底百度文库上线……

于是,纯粹做搜索的百度,最终变成了以搜索为圆心的媒体。

这也是在李彦宏的眼中,百度和Google的核心区别:谷歌一直强调让用户尽快地离开谷歌网站,而百度是希望用户留在百度,从而获取用户更多的媒体时间。

从法人人格的角度看,正式百度从纯粹的搜索转变为搜索式媒体后,才直接导致了百度人格的精神分裂:纯粹的搜索强调流量导出,但媒体强调流量导入。

在导出与导入之间,百度由于常常不能做到客观与衡平,于是持续不断的产生纷争与非议,有来自站长阶层,也有来自传统媒体,还有来自产业链的。

但这些都难以阻挡百度是一家赚钱的公司,2011年3月24日,百度股价报收于132.58美元,市值达到460.7亿美元,超过连续5年排名中国互联网第一名的腾讯。到4月末,百度股价更是一度超过150美元,市值冲高至520亿美元以上。

百度的企业使命是“让人们更便捷地获取信息,找到所求”,而Google的使命是“整合全球信息,使人人皆可访问并从中受益”,对比之下,前者更封闭,后者更开放。

或许在“简单可依赖”的百度价值观指引以及令人咋舌的高市值“盲目”冲动下,百度已经过度自我神化,乃至过度自信,但谁能告诉我们,凭什么百度提供或呈现的信息就是用户所求呢?

无法证伪的理论就是耍流氓,百度的过度自信难道不是在耍流氓吗?

的确,从营收和市值上看,百度完胜,但从企业社会责任,抑或企业道德上讲,百度却完败。

《商业价值》最新一期的文章指出:“百度的未来需要由一棵参天大树转变成一片森林的成长土壤。从业务到企业价值观体系的重构,将是百度下一个5年最大的考验。”

之前,马云在经历阿里欺诈事件后,提出要重构阿里体系的价值观,应该说,如今的百度,也到了重构价值观的时刻了,套用夏勇峰的一句话“百度需要清楚地让全公司知道‘我要成为什么’,更需要清楚地告诉整个中国互联网,‘你们和我一起,可以让世界成为什么’”。

否则,百度难以成长为一家伟大的公司,未来充其量是一家很能赚钱的上市公司罢了。

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