搜索引擎变革网络营销

要考察搜索引擎的发展与网络营销的变革关系，还是要在整个互联网的发展中来观察。20世纪中期互联网从军事应用领域转向社会应用领域，并伴随数字技术的飞速发展而得到极大的普及。从那时以来，一方面．互联网改变了人们信息沟通观念和方式、直至生活方式；另一方面，互联网也改变了人们的营销观念和方式。以互联网技术为基础的高新技术与市场营销资源融合在一起，在信息社会发展的催化与影响下，[第一段]     

搜索引擎排名与电子商务搜索营销分析

普通经营企业依托"搜索引擎排名",通过较好的电子商务服务策略,获得了较好的收益,使自身逐步完善并得到发展。但是,根据"搜索引擎"盈利的经营特点,企业登录"搜索引擎"是为了更多的潜在顾客能够找到自己,企业必须保证自己的产品和服务信息早于竞争对手,通过"搜索引擎"排名优势吸引消费者,在排名效益、实名效益、服务效益等方面营造知名品牌。     

旅游业搜索引擎营销策略研究

在当今"眼球经济"时代,相对于互联网的海量信息,消费者的注意力是相当有限的。企业吸引被信息湮没的潜在消费者的注意力已成为其竞争力的重要来源,搜索引擎营销也随之体现出巨大的商业价值。同时,互联网用户对搜索引擎的依赖程度不断加深,使得搜索引擎营销越来越受到企业的重视,也使得旅游业对互联网的依存度逐渐提高。     

Search Engine Optimization and Pay-per-Click Marketing Strategies

Any e-commerce venture using a website as the main shop front should invest in marketing its website. In this study, the relationship between website owners having invested in search engine optimization (SEO) and pay-per-click (PPC), respectively, is investigated. The design used in this research involves an empirical field experimental approach in which implementation of both SEO and PPC are considered, with subsequent comparison of results. Data were gathered from Google search results after performing both Fat Head and Long Tail key-phrase searches based in various categories. Websites that were listed among the top 10 in the sponsored section of search results were recorded. These websites were then checked to see if they also had an SEO ranking within the top 100 for both the Fat Head and Long Tail key-phrases. It is found that website owners seldom invest in SEO as part of a search engine marketing (SEM) campaign. This seems to confirm some of the findings by other authors. This research has important implications for SEO and PPC practitioners, and for website owners. It should influence the way budgets on search engine marketing are applied. Finally, it could be used by marketing managers in better utilizing their limited SEM dollars. No evidence could be found that this kind of empirical research has been done, hence the results are considered to be unique.     

中小企业搜索引擎营销的应用与发展

中小企业抓住了互联网,抓住了搜索引擎营销,就会给自己带来更多机会,带来更多效益.在这样的背景下,分析中小企业搜索引擎营销的现状,指出其存在的问题,并结合中小企业的实际情况,提出具体的解决方案.     

搜索引擎营销的原理与模式分析

搜索引擎营销作为网络营销的主要手段之一,是网络天然的过滤器装置,用户通过搜索引擎可以搜索、过滤出所需的信息,企业则通过搜索引擎锁定准确有效的目标客户。本文首先对搜索引擎的基本结构和工作原理进行了介绍,然后对搜索引擎的三种基本模式进行了分析。     

中小企业实施搜索引擎营销策略分析

搜索引擎是中小企业的一种有效网络营销手段。目前比较吸引企业的搜索引擎营销模式主要有搜索引擎竞价排名、关键词广告、搜索引擎优化等。中小企业搜索引擎营销策略包括基于搜索引擎的网站优化策略、基于搜索引擎的网站推广策略、基于搜索引擎的广告投放策略、基于搜索引擎的信息收集策略．以及这些策略综合形成的组合。随着搜索引擎市场规模不断扩大并稳步发展,我国搜索引擎用户数量快速增长,用户对搜索引擎高度认可并广泛使用,搜索引擎营销的前景广阔。     

Marketing Return on Investment (MROI)

Zusammenfassung  Die Messbarkeit des Marketing steht im Fokus der Marketingforschung und der Unternehmenspraxis. Zahlreiche Studien belegen die Forderung nach einem Nachweis eines „Marketing Return on Investment“ (MROI). Eine besondere Rolle spielt dabei die Betrachtung des Unternehmens-, Marken- und Kundenwertes, der in den Fokus der Betrachtung rückt.

---

Prof. Dr. Dr. h. c. mult. Heribert Meffert Emeritierter Direktor und Gründer des Instituts für Marketing am Marketing Centrum Münster (MCM) der Westf?lischen Wilhelms-Universit?t Münster

---

Dr. Jesko Perrey Principal bei McKinsey & Company und Leiter der deutschen Marketing Practice, Düsseldorf     

Empirical Generalizations in Search Engine Advertising

This article compares prices per click and search engine advertising (SEA) effectiveness across six countries and 15 industries over four years. We find that prices per click are highest in the United States and United Kingdom, as well as in the financial and Internet services industries, but are lower in retail than in services industries. In highly competitive markets, increases in SEA expenditures may increase prices per click that do not necessarily lead to higher advertising effectiveness, here measured as a higher number of clicks. To analyze and compare advertising effectiveness across industries, we decompose the effect of increases in SEA expenditures on prices per click (price effect) and number of clicks (quantity effect). A cross-country, cross-industry study shows that 44 percent of the increase in SEA expenditures is associated with more clicks and 56 percent with higher prices.     

Brand Attitudes and Search Engine Queries

Search engines record the queries that users submit, including a large number of queries that include brand names. This data holds promise for assessing brand health. However, before adopting brand search volume as a brand metric, marketers should understand how brand search relates to traditional survey-based measures of brand attitudes, which have been shown to be predictive of sales. We investigate the relationship between brand attitudes and search engine queries using a unique micro-level data set collected from a panel of Google users who agreed to allow us to track their individual brand search behavior over eight weeks and link this search history to their responses to a brand attitude survey. Focusing on the smartphone and automotive markets, we find that users who are actively shopping in a category are more likely to search for any brand. Further, as users move from being aware of a brand to intending to purchase a brand, they are increasingly more likely to search for that brand, with the greatest gains as customers go from recognition to familiarity and from familiarity to consideration. Additionally, users that own and use a particular automotive or smartphone brand are much more likely to search for that brand, even when they are not in market suggesting that a substantial volume of brand search in these categories is not related to shopping or product search. We discuss the implications of these findings for assessing brand health from search data.     

Search: An Expense or an Experience? Exploring the Influence of Search on Product Return Intentions

Prepurchase information search may be viewed as an expense and/or an experience. The authors argue that theory is unclear in explaining the effect of each form of search on a consumer's ultimate product return intentions. Alternative hypotheses are developed in relation to core theory that predict inconsistent effects of search upon both product satisfaction and return intentions. Results ultimately suggest that a consumer's investment in search that is viewed as an expense weakens satisfaction with a product, while prompting return intentions. Conversely, search viewed as an experience heightens satisfaction and diminishes return intentions. Theoretical and managerial implications of the results are discussed.     

Marketing as Cooking: The Return of the Sophists

This literature-based paper is concerned with the range of marketing in general and the world of marketing practice in particular. It notes the ahistorical nature of much reflection on marketing, shifts to the characteristics of modern marketing management and then turns to the Ancients. The emergence and subsequent ebb and flow of rhetoric are covered briefly and then the case is argued that rhetoric should be a core concept for understanding and enhancing marketing practice. The location of rhetoric in the critical literature is acknowledged but the primary knowledge claim is that rhetoric as a framing device and as an instrument for managerial action is central to a full appreciation of marketing reality.     

搜索引擎工作原理浅析

随着因特网的迅猛发展，搜索引擎成为浏览者获取信息的主要途径之一。本文通过对搜索引擎5个主要环节的分析，介绍了搜索引擎的工作原理。     

Improving Quality in Services Marketing:

The purpose of this paper is to integrate quality improvement efforts from several disciplines into a framework that meets managers' desire for a pragmatic understanding of the choices and commitment levels involved in quality improvement. Tools are taken from total quality management, services quality, and strategic planning areas. Four distinct dimensions of improving service quality are presented with examples, and their respective benefits and toolboxes are discussed. The concluding section presents a comparative framework of the dimensions in two tables.     

论企业营销战略转型——从数量营销到全面质量营销

加入WTO ,对企业来说是机遇也是挑战 ,我们只有树立更加科学的营销理念 ,采用现代的营销战略和经营手段才能适应激烈的市场竞争。由此对数量营销和全面质量营销两种经营战略进行对比分析 ,指出实施全面质量营销战略有助于企业在竞争中取得成功     

搜索角斗场上的Google、雅虎和微软

互联网从它诞生的那一天起就从来没有平静过,而被人称为“网络的第四桶金”搜索产业更是如此     

杭州市旅游服务质量体系存在问题分析及完善途径

此项研究在抽样调查的基础上，通过对旅游的购买过程分析，指出目前杭州市旅游服务质量体系存在的问题，并深入分析其产生原因，提出完善途径。     

社会营销方法在计划生育优质服务中的应用

~~社会营销方法在计划生育优质服务中的应用@薛晓华$南京人口管理干部学院!江苏南京210042 @黄宝凤$南京人口管理干部学院!江苏南京210042~~~~~~     

Relationship Quality,Satisfaction and Performance in Export Marketing Channels

This study involves an exploration of the association between four dimensions of relationship quality-fairness, communication, commitment, and cooperation on export channel performance and satisfaction, relative to these associations in domestic channels. The data were collected through a mail survey of independent distributors of agricultural products and research propositions were tested in a structural equations model. Results suggested that relative reports of high quality relationships generally associate with relative reports of enhanced outcomes in terms of satisfaction and performance. In addition, higher relative levels of fairness and commitment were associated with enhanced cooperation in export channels relative to domestic.     

社会营销方法在计划生育优质服务中的应用

根据社会营销的概念和基本理论,阐述了计划生育优质服务社会营销的机制、应用以及优越性;对社会营销应用的效果与存在的问题进行了探讨.