【作者】 张睿；

【导师】 杨海军；

【作者基本信息】 河南大学 ， 新闻学， 2009， 硕士

【摘要】 自从第一个搜索引擎Archie诞生到现在搜索引擎已经发展了两代,本论文所研究的搜索引擎营销主要是基于第二代关键词检索技术上的搜索引擎营销。搜索引擎营销相较于传统营销有其独特的特点,正是这些特点吸引了众多国内企业在搜索引擎上开展营销活动。经过近几年的发展,中文搜索引擎行业初具规模。搜索引擎也发展出多种营销模式。中文搜索引擎行业在竞争中逐渐走向集中,形成了两大搜索引擎服务商共同占据大部分市场份额的行业态势,这对企业如何有效的开展搜索引擎营销产生了影响。搜索引擎不同的营销模式既有不同的特点,也有不同的作用。企业选择什么样的模式开展营销活动?为什么要选择这些营销模式?选择这些营销模式有哪些利与弊?在选择这些模式时如何做到趋利避害?这些问题是本文研究的重点。企业在开展搜索引擎营销时会遇到一些障碍,这些障碍是什么?给企业带来什么样的损失?通过什么方式或策略能够减少或避免这些损失。这些问题也是本文研究的一个方面。搜索引擎虽然给企业带来了新的营销模式,但同时也产生了新的问题。归纳起来主要是侵犯知识产权问题和违反社会伦理道德问题。这些问题引起了行业界和学术界的一些反思。本文进行的研究也涉及到这些反思。尽管搜索引擎仅仅发展了十几年,但是新一代搜索引擎的发展轮廓已经显现出来。搜索引擎发展的新趋势给搜索引擎行业带来了冲击,也影响了企业开展搜索引擎营销活动。预测和把握搜索引擎未来的发展趋势及其对企业的营销活动产生的影响是本文分析研究的最后一个问题。更多还原

【Abstract】 Since the first Search Engine to the birth of Archie ,Search Engine now has developed two generations, this thesis studied the Search Engine Marketing is based mainly on the second generation of keyword search technology on the Search Engine marketing. Search Engine Marketing in comparison to traditional marketing has its own unique characteristics, it is these characteristics have attracted a large number of domestic enterprises in the Search Engine Marketing activities.After the development in recent years, Chinese Search Engine industry begun to take shape. Search Engine also developed a variety of marketing models. Chinese Search Engine industry competition gradually concentrated, the formation of two major Search Engine Service Providers to occupy most of the market share of the common industry trend, which is how to carry out an effective Search Engine Marketing have had an impact.Different Search Engine Marketing mode not only has different characteristics, but also has different functions. Choose what kind of business model of marketing activities? Why did choose these marketing mode? Choose which of these marketing models have advantages and disadvantages? At how to select these models do WTO? These questions are the focus of this paper. Enterprises in carrying out Search Engine Marketing will encounter some obstacles, what are these obstacles? Give businesses what kind of loss? What way or strategies can reduce or avoid these losses. These issues are one aspect of this study.Although the Search Engines give businesses a new marketing model, but at the same time produce some new problem. These problem can be summed up in the main questions are intellectual property rights infringement and violations of social ethics and moral questions. These questions led to industry and academia, some reflection. In this paper, the study also relates to these reflection.Even though the Search Engine just developed more than ten years, but the development of next-generation Search Engine profile has emerged. Search Engines give the new development trend of the Search Engine industry has dealt a blow ,also affected the enterprises to develop Search Engine Marketing activity. Prediction and grasp the future development of Search Engine trends and their implications for corporate marketing activities impact analysis of this article are the final questions.更多还原