论SEM的网络营销策略毕业设计论文doc.doc

单位
国贸1003班
学号
10503315
江西农业大学南昌商学院电子商务课程论文
(国际经济与贸易专业)
论SEM的网络营销策略
姓名

专业
国际经济与贸易
指导老师

江西农业大学南昌商学院
二〇一二年十二
摘要
随着市场经济高速发展的今天,企业想要在纷乱的竞争环境中脱颖而出,就必须找到契合自身特性的营销策略,而伴随着科学技术的进步,各色新型的传播信息手段层出不穷,一种全新的营销方式——SEM进入了广大企业的视线,SEM以其前所未有的覆盖面和传播速度征服了企业,一跃成为相当重要的市场营销手段之一。笔者通过翻阅文献,与专业老师进行交流,亲身实地考察企业应用等方式,最终得出结论。本文通过对于SEM的应用分析来展开,使用不同类型企业案例作为对比,研究SEM在不同类型企业中的不同效果,以以上所有内容为依托,分析其未来发展前景。通过笔者以上所有研究,最后得出结论,SEM在现在已经达到相当的使用率,而且在不远的未来将会得到一个井喷式的发展,潜力巨大,即将成为企业营销的主体方式。
【关键词】搜索引擎,访问量,排名,转化
Abstract
With the rapid development of market economy today, you want to stand out in the chaos of petitive environment, it must be found to fit the marketing strategy of its own characteristics, along with the progress of science and technology, an endless stream of colored new means of disseminating information, a newinto the line of sight of the vast number panies marketing - SEM, SEM conquer the enterprise with its unprecedented coverage and propagation velocity, became one of the very important means of marketing. Author through written and professional teacher exchange personal fieldwork enterprise applications, and ultimately concluded. This article by SEM to expand the application of analysis, the use of different types of business case as parison, research SEM different effects in different types of enterprises, as the basis of all of the above, the analysis of its future development prospects. By the author of all of the above research, the final conclusion, SEM is now considerable usage, and in the near future will be a spurt of development, has great potential, and will soon e the main way of corporate marketing.
【key Words】Search engine;Access volume;Ranking;Transformation
目录
摘要 I
Abstract II
绪论 1
一、SEM概述 3
(一)什么是SEM 3
1、SEM的目标层次原理 3
2、SEM的服务方式 4
6
(一)目标——营销目的和策略的确定 6
(二)分析——关键词数据和历史数据分析 6
1、计划——词表与网站的确定并制定合理目标 7
2、执行——实施及监测 7
3、优化——数据分析与优化 7
8
11
(一)搜索引擎营销被更多企业认可 11
(二)品牌企业开始加大对搜索引擎营销的投入 11
(三)投入搜索引擎营销的企业,两极分化越来越严重 1