Analysis on the Competitiveness of Search Engine Enterprises Based on the Financial Perspective: A Case Study of Baidu and Google

Search engine has become an important daily network application tool to search information. As well-known search engine enterprises, the competitiveness of Baidu and Google is reflected in the financial statements. This paper analyzes competitiveness of Baidu and Google by financial analysis method from five aspects, including liquidity, solvency, operation efficiency, profitability and technological innovation capability. The financial analysis framework constructed in this paper provides a new perspective of the competitiveness analysis on search engine enterprises.