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Baidu upgrade travel protection plan online search advertising online "guarantee" word mark

via:CnBeta     time:2019/8/14 8:00:36     readed:48

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Use Baidu APP to search for tourism-related core high-frequency keywords such as “tourism” and “free travel”. At the top of the search results, there are corresponding risk warnings. At the same time, Baidu also introduced a third-party Chinese People's Mediation Committee. When users encounter disputes in various fields such as tourism, they can help users to defend their rights through online and offline joints. In addition, Baidu also uses AI technology to inventory travel advertisements and natural search results.

Baidu’s “2019 Summer Tourism Search User Behavior and Industry Assurance Report” pointed out that in recent years, the Internet travel industry has developed rapidly, and the consumer security issues such as low-cost traps, high fees, false publicity, etc. have received widespread attention. The issue of security has become one of the most concerned issues for users in Internet travel consumption. Nearly one-third of consumers do not know how to take specific rights protection measures, and they still need to search for rights/complaints.

The reporter learned from Baidu that Baidu launched the plan to better protect the safety of netizens' tourism consumption. After the user clicks on the "guarantee" word mark, the page will pop up the entrance of the "netizen rights protection plan". After logging in to Baidu account, users search for travel keywords, click on advertisements, and if they encounter false or fraudulent circumstances, causing actual losses, they can provide relevant evidence to Baidu through this channel and apply for protection. When using Baidu APP to search some of the core high-frequency keywords of tourism, there will be a consumption reminder of “choosing a regular travel agency, alerting unreasonable low-cost travel” to enhance the consumer safety awareness.

Baidu uses AI technology to inventory search ads and natural search results. As of August this year, Baidu inspected the 1000+ travel industry account and processed the problem account offline. In the field of natural search, we conducted a search for keywords with high frequency of visits such as “Hong Kong and Macau Tour”, “Outbound Tour” and “Day Tour” to clear 167 bad travel agency results pages.

Baidu introduced the Chinese People's Mediation Committee as a third-party organization. Users can defend their rights through online and offline integration. The result is more objective, fair and authoritative, greatly enhancing the efficiency of complex dispute resolution and enhancing the user experience.

It is reported that Baidu launched the netizen rights plan in 2013. In the past six years, the plan has been upgraded several times, and the scope of protection has expanded year by year. In March this year, Baidu customized and upgraded the rights and interests of netizens for 3C maintenance and other industries involving offline service experience. In June, Baidu searched mobile (including Baidu APP and others)Mobile phoneThe browser first appears on the ad content in the search results.

Yu Guoming, dean of the School of Journalism and Communication at Beijing Normal University, believes that Baidu has carried the largest amount of search demand for Chinese netizens in the past 19 years, coupled with the continuous development of information flow business in recent years, which has strong media attributes. The upgrade of the travel guarantee is based on the accurate grasp of the user's pain points. By introducing third-party, online and offline joint dispute handling measures, the applicability and functionality of the netizen rights protection plan are improved, and consumer rights are effectively guaranteed. It shows the spirit of Baidu's "business is good".

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