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Study on the Search Engine Marketing of Enterprises

Author: LiuShengYun
Tutor: LiHuaiBin
School: Dongbei University of Finance
Course: Marketing
Keywords: Search engine marketing strategies Implementation process Result measurement
CLC: TP391.3
Type: Master's thesis
Year: 2011
Downloads: 451
Quote: 0
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Abstract

With the development of Internet technology, search engine technology is changing the life style of people. Either for knowledge, entertainment, or shopping purpose, People always use search engine to look for their own goals. According to CNNIC statistics of Chinese Internet users and the latest data from the research system of continuous user behavior, IResearch found that the scale of Chinese search engine users in 2010 have reached 380 million, which has increased 18.8% compared with 320 million of 2009.Facing the huge business opportunity, search engine service providers and enterprises begin to involve in the search process of search people. Now the habit of customers is "Search at first, and then go shopping". So enterprises also have the demand for search engine service. And that is called search engine marketing. The emergence of search engine service has the effect of two sides. On the one hand, search engine helps people to find the information that they want. On the other hand, search engine provides enterprises an opportunity to show their products and services, which are both an opportunity and a challenge. As an enterprise, letting the customer find the enterprise and see the advantages of its products and services as soon as possible becomes a major issue in the marketing field.In China, the academic research about search engine marketing is not so much. And the researches are mostly about several search engine marketing strategies. The theories are mostly fragmented and the theory about companies’implementation of search engine marketing is even more rarely. The author of the article hopes that readers can have a basic understanding of the concept, strategies and applications of search engine marketing. And then through the analysis of a company M, the author wants to demonstrate the current situation of the implementation of search engine marketing in companies. The problems of M company is not only its own, but also the common problems of many companies. In response to these problems, the author gives countermeasures and extends to the general case.The specific structure of this article is as follows. The first part of this article is about the research background, research significance, research purpose, research methods, which help readers, understand this article quickly. In the second part of the article, the author sorts the research situation about search engine marketing of domestic and foreign. The research angle of domestic literature is mostly search engine marketing strategies and the measurement of search engine marketing. And the research angle of foreign literature is mostly the compare between pay per click and search engine optimization. And also many foreign literatures research from the angle of brand building.The third part of the article is an overview of search engine marketing. This part includes the concept, strategies, implementation process, result measurement and the development trend of search engine marketing. In this section, the author focuses on the sort of strategies, the implementation process and result measurement of search engine marketing which provides the enterprise a clear guide of search engine marketing strategies. The fourth part of the article is the analysis about M company, which is an international trade company. On the basis of analysis, some problems during the implementation of search engine marketing in M company are proposed.In the fifth part of the article, on the basis of the search engine marketing theory in the third part, the author proposes specific countermeasures aiming at the problems of M company. The sixth part is an extending. The author summarizes the article and expresses the expectation for SEM in the future.

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