译文（字数 4589）：

中国互联网公司及其全球化追求

Harlan D. Whatley

摘要

已经看出中国互联网公司在过去十年中前所未有的增长。然而，很少被中国以外的品牌认可，而一些公司在国外市场寻求发展自己的品牌。本文分析了两家网络公司的营销策略：百度和腾讯以及他们对全球化的追求。

关键词：百度，腾讯，互联网，品牌，营销，全球化，中国

1.简介

科技公司在中新努力创新，通过增加显著价值，引进国外技术或开发新产品，以满足特定的内需（(李， 陈 和 夏皮罗， 2010）。中国新兴市场的企业不具备自己开发西方同行的研发资源。然而，随着互联网中企业扩大全球化范围进入国外市场，这种状况正在改变。博伊索特和迈耶（2012）认为，这是更容易为中国企业在国外市场开拓业务，而不是在中国大陆由政府控制的国内市场。更多的关注正直指中国的跨国公司，因为他们从卑微与不成熟上升到成为公认的技术市场（孙，2009）。

此定性研究文章探讨了两个成功的中国互联网企业的全球化追求：百度和腾讯控股。在这个案例的研究中，重点内容是这些跨国企业的扩大营销策略和他们面临成为公认的全球品牌的挑战。所有在本文章中企业的创办人与没有所有权关系到中国政府的民营企业。此外，国家和由企业目标市场的分析被包括在研究中。除了当前的学术文献的回顾，从企业的角度来看，紧跟中国的互联网企业和技术部门的记者们采访了市场营销和战略的专业人士。这项研究将有助于中国互联网企业的全球化以及市场研究本地区和部门

外文原文（字符数 13381）：

Chinese Internet Companies and Their

Quest for Globalization

Harlan D. Whatley

Abstract 

Chinese internet companies have seen an unprecedented growth over the past decade. However, very few are recognized brands outside of China while some seek to develop their brands in foreign markets. This paper analyzes the marketing strategies of two internet companies: Baidu and Tencent and their quest for globalization. 

Keywords: Baidu, Tencent, internet, branding, marketing, globalization, China 

1. Introduction 

Innovation efforts by technology companies in China are driven by adding significant value to imported foreign technologies or by developing new products to satisfy specific domestic demands (Li, Chen & Shapiro, 2010). Firms in the emerging market of China do not possess the R&D resources that their developed Western counterparts have. However, this is changing as Sino internet enterprises extend their reach globally into foreign markets. Boisot and Meyer (2012) argued that it is easier for Chinese firms to develop their business in foreign markets as opposed to the government controlled domestic market in mainland China. More attention is being directed towards Chinese multinational corporations as they have risen from humble beginnings to becoming recognized as international players in the technology market (Sun, 2009).