【摘要】：搜索引擎隨著互聯(lián)網(wǎng)的飛速發(fā)展已經(jīng)成為人們?nèi)粘Ｉ钪胁豢扇鄙俚囊环N工具,它在滿足人們各式各樣的搜索需求的同時也逐漸受到品牌主的青睞,搜索引擎營銷因其低投入高回報的特性蓬勃發(fā)展起來。本文在對搜索引擎營銷的研究背景及相關(guān)基礎(chǔ)概念、特性和效果分析維度進(jìn)行梳理之后,結(jié)合SIVA范式、使用與滿足及舒詠平“信息邂逅與搜索滿足”等理論詳細(xì)介紹了搜索引擎營銷的發(fā)展脈絡(luò),突出了用戶的主動性以及品牌主制定正確營銷策略的重要性。然后重點論述了A公司的搜索引擎營銷實踐,從賬戶搭建到關(guān)鍵詞、創(chuàng)意等的設(shè)置一直到不同策略下的搜索引擎營銷效果的評估。本文對于上述案例進(jìn)行了較為詳盡的闡述,并引用了較多的真實數(shù)據(jù)與圖表來探討搜索引擎營銷中的主要策略。本文力求在實證的基礎(chǔ)上得出結(jié)論,即保持核心品牌詞的長期在線并給予重視,以及在節(jié)日營銷中對其他類別的詞的關(guān)注,這樣才能在有限的預(yù)算下將營銷效果最大化。除此之外,本文還探討了新廣告法規(guī)形勢下,搜索引擎營銷的界定及發(fā)展方向,以及在魏則西事件之后借用倫理學(xué)“波特圖示”對搜索引擎營銷進(jìn)行倫理考量。本文綜合采用了定性定量研究法、比較分析法、文獻(xiàn)分析法及案例分析法等研究方法,結(jié)合行業(yè)的前沿動態(tài),以及真實的數(shù)據(jù)報告使得本文的研究內(nèi)容兼具實用性及新穎性。
[Abstract]:With the rapid development of the Internet, search engine has become an indispensable tool in people's daily life. Search engine marketing is booming because of its low investment and high return. After combing the research background and related basic concepts, characteristics and effects of search engine marketing, this paper combines the SIVA paradigm. Using the theory of "Information encounter and search satisfaction", this paper introduces the development of search engine marketing in detail, and highlights the initiative of users and the importance of brand owner to make correct marketing strategy. Then it focuses on the practice of search engine marketing in company A, from account building to keyword, creative setting up to the evaluation of search engine marketing effect under different strategies. In this paper, the above cases are described in detail, and more real data and charts are cited to explore the main strategies in search engine marketing. This paper tries to draw a conclusion on the basis of empirical research, that is, to keep the core brand words online for a long time and pay attention to them, as well as to pay attention to other categories of words in holiday marketing, so that the marketing effect can be maximized under the limited budget. In addition, this paper also discusses the definition and development direction of search engine marketing under the new advertising laws and regulations, as well as the ethical considerations of search engine marketing after Wei Zexi's incident with "Porter Picture" of ethics. In this paper, the qualitative and quantitative research method, comparative analysis method, literature analysis method and case analysis method are adopted, combined with the frontier trends of the industry, as well as the real data report, which makes the research content both practical and novel.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274

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本文編號：2328755