2017考研英语拓展阅读：百度丧失数字搜索领域主导地位

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2017考研英语拓展阅读：百度丧失数字搜索领域主导地位

　　Online search giant Baidu Inc is set to lose its top spot in the nation’s booming digital advertising market this year to its rival Alibaba Group Holding Ltd, according to a report from London-based market research firm eMarketer.

　　据总部位于伦敦的市场搜索公司eMarketer的报告，今年，线上搜索巨鳄百度公司将丧失它在全国数字广告市场蓬勃发展的首席地位，不得不让位于对手阿里巴巴控股集团。

　　E-commerce heavyweight Alibaba has so far notched up a 28.9 percent share of China’s digital ad market, equating to $12.05 billion, said eMarketer, which researches digital marketing, media and commerce.

　　对数字市场、媒体和商业进行调研的eMarketer称，到目前为止，电子商务巨头阿里巴巴已经赢得了28.9%的中国数字广告市场领域份额，等额价值为120.5亿美金。

　　In previous forecasts eMarketer had predicted that Baidu, which uses search result listings to generate income from advertisers, would stay out in front. Last year, Baidu earned 28 percent of China’s digital advertising revenue, compared to Alibaba’s 24.8 percent.

　　在先前eMarketer的预测中，预测使用搜索结果清单来产生广告供应商收入的百度，将会被挤出相关领域前列。去年，同比阿里巴巴获得24.8%的中国数字广告收益，百度获得28%。

　　But eMarketer has downgraded its outlook for Baidu this year as it has witnessed challenges in the past few months due to tighter government controls on search result advertising.

　　但是eMarketer今年并不怎么看好百度的前景，因为在过去的几个月里，由于政府对搜索结果广告更加严格的控制，eMarketer已经目睹了百度面临的挑战。

　　Baidu’s digital ad revenue is expected to see sluggish growth this year of just 0.3 percent to $8.87 billion. Meanwhile, Alibaba and Tencent Holdings Ltd will continue to surge ahead and report increases of 54 percent and 68 percent, respectively.

　　今年，百度数字广告收入有望迎来疲软增长，增速仅为0.3%(88.7亿美元)。与此同时，阿里巴巴和腾讯控股集团将继续遥遥领先，各自增长54%和68%。

　　Baidu, Alibaba and Tencent, the top three firms in China’s internet industry are estimated to take a total of 60 percent in the country’s digital ad revenue of $41.66 billion in 2016.

　　2016年，中国互联网产业三大巨头——百度，阿里巴巴和腾讯预计共占领全国数字市场收益60%(416.6亿美金)。

　　But the government’s tightened controls on online advertising are only part of the reason for Baidu’s slowing ad revenue. Analysts said that the Beijing-based Baidu’s lack of strong mobile products is another factor affecting its ability to attract advertisers.

　　但是政府加强线上广告控制只是百度广告收入下滑的部分原因。分析人士称，总部位于北京的百度缺乏强有力的移动产品，这也是影响它吸引广告商能力的又一因素。

　　Shelleen Shum, an analyst from eMarketer, said the tighter regulation of internet advertising is expected to weigh heavily on Baidu’s search revenues in the near term.

　　eMarketer分析人士Shelleen Shum说，在即将到来的季度，更加严格的互联网广告监控有望对百度的搜索收入产生巨大影响。

　　"Although also affected by the new regulations, Alibaba’s ad revenue, particularly from the mobile sector, shows no sign of abating thanks to the robust growth of its e-commerce retail business," she said.

　　她说：“尽管阿里巴巴也受到了新管制的影响，但是它的收入主要来自移动领域，多亏蓬勃发展的电商领域产业增长，并没有迹象显示收入会减少。”

　　Baidu’s net income for the quarter ending June 30 was 2.4 billion yuan ($359 million), down 34.1 percent year-on-year, as the company dealt with the impact of tougher controls on internet advertising and in the healthcare sector.

　　截止7月30日，百度网的季度收入为24亿元(35900万美元)，每年下降34.1%，因为公司要应对更加严格的互联网广告和健康领域的管控。

　　Apart from e-commerce, Alibaba’s cloud computing business is growing rapidly to help turn enterprises user into advertisers while Tencent has been gearing up to monetize its popular app WeChat and has a thriving gaming business which can also make money on advertisement.

　　除了电商外，阿里巴巴的云计算商业也在高速增长，该业务将帮助企业用户转化为广告商。与此同时，腾讯已经在促进它广受欢迎的微信APP货币化，并且拥有一个繁荣的能够通过广告赚钱的游戏业务。

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