小型和中小型企业的搜索引擎营销策略研究外文翻译资料

小型和中小型企业的搜索引擎营销策略研究

Yifeng WANG, He JIANG

摘要：

随着互联网用户对搜索引擎的深入的依赖，搜索引擎已经成为信息收集用户的主要渠道，使得企业更注重搜索引擎营销。本文首先介绍了搜索引擎营销的相关理论。在我们目前国内利用搜索引擎营销的情况基础上，再提出一些中小规模企业的搜索引擎营销策略。

关键词：搜索引擎营销;小型和中型的企业;营销策略

1引言

随着网络已经成为人们获取信息的主要方式,人们越来越意识到搜索引擎营销的重要性。消费者一旦在产品,服务,知识或信息产生需求,大部分将在互联网搜索信息。互联网上的信息

是成千上万的,企业可以带头关心客户信息,促进它的点击,然后转移产品和服务,为实现企业营销。这是一个来衡量企业搜索引擎营销效果重要的指标。

2搜索引擎营销的概念和发展历程

2.1搜索引擎营销的概念

所谓的搜索引擎营销(SEM)是根据用户使用搜索引擎的方式,利用用户检索信息的机会尽可能营销信息传递给目标客户。SEM是一个全面和有效的利用搜索引擎来进行网络营销和推广。SEM是追求最高的性价比,以最小的投入,获得最大的来自搜索引擎流量,并使其产生最大的商业价值。

目前,SEM企业使用的模式主要有自由登录分类目录、搜索引擎优化,付费登录分类目录、关键词广告、关键字竞争排名,网站内容定位广告。

2.2搜索引擎营销的发展历程

SEM，打开一个新时代的企业营销，是随着搜索引擎技术的发展及其市场营销模式的发展经历了三个阶段:

第一代:分类目录式搜索引擎。典型的代表是:雅虎。搜索引擎营销需要做的是描述网站,准备关键字的基本信息,登录等分类目录意味着免费的目录和登录支付分类。

第二代:关键字类型的搜索引擎。典型的代表是:谷歌和百度,营销方法使用搜索引擎优化,关键词设置收费广告,关键词竞争排名,

第三代:模糊概念或互联网网关类型的搜索引擎。典型代表是:搜狗,说道,微软的live搜索、爱问道,等营销方法使用设置费或竞争排名,网站内容定位广告,定向投放广告等等。

3当前国内形势的搜索引擎营销

28次中国互联网络发展统计报告发布CNNIC(中国互联网络信息中心),表明,到2011年6月底,中国网民规模是4.85亿,与2010年底的数量相比增加2770万，增长了6.1%;互联网普及率攀升至36.2%,比2010年增加了1.9%。中国手机网民规模为3.18亿，手机网民的比例65.5%,并成为中国网民的一个重要组成部分。根据艾瑞咨询的数据显示在2011年第三季度中国网络广告市场规模到137.4亿,比第一季度增长23.3%,比去年增加了54.9%。市场规模越来越高。在本季度,比第四季度增长25.9%。进一步增长的主要驱动因素是互联网用户的数量,网络流的持续上升,企业抛出的广告数量的增加,增加的广告和广告单价。其中搜索广告的增长还快,上升了77.8%,扩大市场份额40.1%,占据市场第一的位置。

图1：中国主要互联网广告形式的市场份额

统计数据显示,在2011年第三季度在中国搜索引擎市场规模55.1亿,环比增长24.7%,同比增长24.7%,比第一季度增长13.3%,继续保持快速上升趋势。中国搜索引擎市场规模的稳定增长显示了SEM的效应已经被广告主高度重视,投资稳定增长;另一方面,主要的搜索引擎营销策略的企业用户平均收入,也有效地促进稳定发展搜索引擎市场的大小。

从市场竞争模式来看,在2011年第三季度,百度在中国搜索引擎市场的份额上升至77.7%,继续保持优势的市场地位。谷歌中国的市场份额逐渐减少,第二季度下降1.0%。其他搜索引擎的市场份额的品牌,如搜狗,,在不同的上升。中小企业,了解市场竞争模式的目的,一方面,是选择覆盖最广泛的用户的搜索引擎广告,另一方面,是检查每个搜索引擎覆盖人群的差异,为了发展最相关的搜索平台为营销目标受众。

图2。2010年第一季度- 2011第三季度中国搜索引擎市场规模

4实现中小企业的搜索引擎营销的策略

SEM反映的发展现状和未来趋势,搜索引擎是互联网门户平台,不仅覆盖率最高,而且混合的内容,如社区、购物、新闻、博客等等。SEM有两个特点,每个搜索需求“质量”和“准确”。对中小企业来说网络营销搜索引擎营销正逐渐成为第一选择,因此如何进行SEM是至关重要的。

4.1搜索引擎的选择策略

不同的搜索引擎有很大的区别,特别是在市场份额,费用,和客户群体。企业应该根据他们的要求,进行分析,以选择一个适合的。搜索引擎本身和高投资，强大的专业产品,其关键字可能在低概率出现在综合门户,在这一点上,企业可以考虑选择专业搜索引擎网站或垂直搜索引擎。面对第三季度的表现,收入41.75亿,增加了85.1%,百度董事长兼首席执行官李彦宏表示,百度将进一步加强在未来互联网用户的搜索体验,同时，着眼于小型和中小型企业的生存状态，继续以低成本，高回报的精准效果，帮助更多更广泛的中小规模企业实现发展的转型。中小企业网络营销可以使用这个选择。

4.2企业网站的推广战略

网站是网络营销的基础,也是页面视图变成销售的关键。中小企业不仅应该使用web编程,还应把用户体验放在同样重要的地位。内容最好是是基于文本的,简洁的,没有增加过多的图片、flash,等,以免影响网站反应速度和用户体验,网站内部链接的建设重视流畅性和完整性,从而提高网站的信任和帮助网站品牌推广。与此同时,企业可以合理地使用外部链接。链中尽量选择相关的企业网,它可以增加流量和曝光,更好的软文质量,更大的收益率从社会媒体和公众来寻求利益。中小企业还可以采取搜索引擎联盟作为网站推广平台或实现社区营销,以低成本的管理,促进广告覆盖。

4.3广告的策略

关键词的选择应该考虑两个方面,即企业营销传播和客户的需求。中小企业可以选择专注于长尾关键词,覆盖更多的用户,最大化的有效使用成本,避免关键字竞争;最好是尽量写疑问形式的关键字广告,关注广告的相关性文本功能和搜索动机,因此更容易吸引顾客的注意力,增加点击率,提高营销效果。此外,广告价格明显增加,也可以提高转化率。选择合理的时间交付广告,较低的成本来换取一个前锋的位置,企业登记的关键字可以高频率出现,它对提升广告的效果是有帮助的。

4.4信息项的排序策略

霍奇和阿尔斯通的眼动实验证明,当人们面对搜索结果页面时,他们的注意力变化的位置,分布的眼动追踪符合“F”形式。网络用户似乎不愿意投入额外的精力找到相关网页内容。他们更喜欢用网络查询而不是通过结果清单。放置在第一页的Web搜索引擎结果，在特定的网站流量准确抽象的是一个决定性因素。中小企业可以利用搜索引擎的优势产品,吸引相对较大的观众,Web2.0的特点,允许用户编辑,维护品牌形象降低成本。输入编辑列几乎是“零成本”来提高用户的品牌意识,这对于中小企业是值得一试的。

4.5企业人才建设的策略

中小企业,一方面,要注重人才的培训和引进网络营销技术来提高自己的技能水平;另一方面,可以尝试使用网络营销服务提供商的服务支持能力解决自己早期的网络营销能力短缺的问题。企业的网络设计人员和开发人员必须学习如何改变混乱的网络内容形成用户喜欢的内容。如果网站想要到一个用户感兴趣的,最简单的方法就是让用户与网站交互。有效的交互可以成功地促进营销的结果。因此,中小企业应加强人才建设,以提高它们的网络营销技巧,实现网络营销策略。

4.6建立战略效果评价体系

目前大多数中小企业缺乏系统化的分析的数据和效果评价网络营销,通常只看到最终结果。效果评价方法的影响可以帮助企业有针对性的改进营销策略。因此,应注意数据分析和建立一个相对完美的效果评价和数据分析系统。定期跟踪分析和广告经营战略调整。通过监测信息,如关键利率,转化率查询,竞争排名的位置,这个位置的竞争,分析的分配比例来判断搜索引擎营销的效果和成本是否合理,为了最大化利润删除转化率较低关键词。因为搜索引擎营销的方式也不断发展,中小企业应根据环境的变化选择适当的SEM方法。

5结论

从目前的发展趋势,搜索引擎在网络营销里的位置越来越重要,随着应用领域的发展,被越来越多的企业所重视。根据统计数据,手机的数量用户不断增加,这种搜索引擎和智能移动终端的结合,企业还可以考虑搜索引擎营销方法基于一个新的平台。简而言之,对中小企业网络营销来说SEM已成为最重要的方法,如何充分利用搜索引擎的最大功能完整的在网络推广企业,是每个企业应高度重视的问题。

外文文献出处：

Proceedings of International Conference on Engineering and Business Management(EBM2012)

附外文文献原文：

Research on the Search Engine Marketing Strategies of Small and Medium-Sized Enterprise

Yifeng WANG, He JIANG

Abstract: As the dependence of Internet users on the search engines deepening, search engine has become the primary channel of information collection for users and that makes the enterprise pay more attention to search engine marketing. This paper firstly introduces the related theory of search engine marketing. On the basis of our current domestic utilization situation of search engine marketing, then proposes some search engine marketing strategies of Small and Medium-sized Enterprise.

Keywords: Search engine marketing; small and medium-sized enterprise; marketing strategies

1 Introduction

As the network has become the main way people access to information, there is growing awareness that search engine marketing is valued by all circles of the society. Consumers once produced demand in a product,the service, the knowledge or the information; most will search information the Internet. The information on the net is hundreds of thousands, which enterprise information can take the lead in concern of customers, promote its click, and then transfer the products and services, is very important for the realization of the enterprise marketing. This is an important index to measure the effect of enterprise search engine marketing, is the key step in network marketing.

2 The Concept and Development Course of Search Engine Marketing

2.1 The concept of search engine marketing

The so-called search engine marketing (SEM) is according to the way of the use of the search engine users,take advantage of the opportunities which users retrieve information as far as possible transfer marketing information to the target customers.[7] SEM is a comprehensive and effective use of the search en

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Research on the Search Engine Marketing Strategies of Small and Medium-Sized Enterprise

Yifeng WANG, He JIANG

Abstract: As the dependence of Internet users on the search engines deepening, search engine has become the primary channel of information collection for users and that makes the enterprise pay more attention to search engine marketing. This paper firstly introduces the related theory of search engine marketing. On the basis of our current domestic utilization situation of search engine marketing, then proposes some search engine marketing strategies of Small and Medium-sized Enterprise.

Keywords: Search engine marketing; small and medium-sized enterprise; marketing strategies

1 Introduction

As the network has become the main way people access to information, there is growing awareness that search engine marketing is valued by all circles of the society. Consumers once produced demand in a product,the service, the knowledge or the information; most will search information the Internet. The information on the net is hundreds of thousands, which enterprise information can take the lead in concern of customers, promote its click, and then transfer the products and services, is very important for the realization of the enterprise marketing. This is an important index to measure the effect of enterprise search engine marketing, is the key step in network marketing.

2 The Concept and Development Course of Search Engine Marketing

2.1 The concept of search engine marketing

The so-called search engine marketing (SEM) is according to the way of the use of the search engine users,take advantage of the opportunities which users retrieve information as far as possible transfer marketing information to the target customers.[7] SEM is a comprehensive and effective use of the search engine to make network marketing and promotion. SEM is the pursuit of the highest cost performance, with the smallest input, win the largest traffic from search engine, and make it produce the maximum commercial value.At present, the patterns of SEM the enterprise use mainly have free login classified catalogues, search engine optimization, pay login classified catalogues, keyword advertising, shut keywords competitive rankings,web content location advertising.

2.2 The development course of search engine marketing

The appearance of SEM opens a new era for the enterprise marketing which is along with the development of the technology of search engine and its marketing model experienced three stages of development:The first generation: classified catalogue type search engine. The typical representative is: Yahoo. Search engine marketing needs to do is to describe website, prepare key words of the basic information, Login such classified catalog means as free directory and login pay classification.The second generation: keywords type search engine.The typical representative is: Google and Baidu, the marketing method using search engine optimization, key words set fee advertising, keywords competitive rankings,etc.The third generation: fuzzy concept or IG (Interner Gateway) type search engine. The typical representative is: Sogou, Coggon, Microsoft live search, love asked, etc.The marketing method using set fee or competitive rankings, web content location advertising, directional delivery advertisement, etc.[7]

3 The Current Domestic Situation of Search Engine Marketing

The 28 times China Internet network development statistics report promulgated by CNNIC（China Internet Network Information Center）, shows that up to the end of June 2011, the scale of Chinese Internet users is 485 million, an increase of 27.7 million compared to the number of the end of 2010, an increase of 6.1%; The Internet penetration rate climbs to 36.2%, an increase of 1.9% compared to 2010. Chinese mobile phone internet users scale for 318 million is by 14.94 million the end of the year 2010.[2] Mobile phone Internet users have the ratio of 65.5% to the overall Internet users, and become an important part of Chinese Internet users. According to the data shown by iResearch consulting group, in the third quarter of 2011 Chinese Internet ad International Conference on Engineering and Business Management ciRes.vertising market scale to 13.74 billion, a growth of 23.3% compared to the first quarter, an increase of 54.9% over last year. The size of the market grows more in this quarter, more growth than last quarter of 2.59 billion. The main driving factors are that further growth of the number of Internet users, persistent rise of the network flow, the increase of the advertisement quantity enterprise throws in, the rise of the number of advertising and advertising unit price. Among them search advertising grows still faster, up 77.8%, expanding market share to 40.1%, firming the first position market.

Figure 1. Chinese major Internet advertising forms market share[1]

The statistical data shows that, in the third quarter of 2011 search engine market scale to 5.51 billion in China,up 24.7% month-on-month and up 77.8% year-on-year, a faster growth of 13.3% than the first quarter,continuing to maintain fast rising trend.[1] The stable growth of Chinese search engine market scale shows the effect of SEM has been valued by advertisers highly, the investment grows stably; On the other hand, the marketing strategy of major search engines enterprises powerfully pull the average revenue per user, also effectively promote the stable development of the size of the search engine market. From the point of market competition pattern, in the third quarter of 2011 Baidu search engine market in China is a rise in the share of Q2, to 77.7%, continue to keep the advantages of market position. While Google Chinas market share is gradually reducing, a Q

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