Study On The Model Of Search Engine Marketing

Along with the rapid development of internet, network information increases, if users want to find out the information they need, will be very difficult. The search engine technology solves this problem. Search engine collects and finds out information on the internet in a strategy of understanding, extraction, and processing the information, and provide users with search services, information and a navigation purposes. Search engine to provide navigation services on the Internet has become a very important network services, search engine sites have been admired as a "web portal".The main task of search engine is to take the initiative in the Internet in search of other Web sites and the information in its auto index, its index content for the query stored in a large database. When users use the keyword query, the site will tell users all the information containing the keyword and provide leading to the site link. Search engines generally consists of three parts: the search software, software indexing and retrieval software. The work process of search engine is: (1) sent "web search procedures" to search information online;(2) index and sort information; (3) to provide users with the browser interface information.Currently there are dozens of leading search engine of entire network all over the world.Various fields of professional search engine has several hundred. From the perspective of search technology development, along with the development of search technology, search engine has experienced from the initial theme to guide to an independent search engine, hybrid search engines, meta search engines and distributed search engine. By the way search engine works in,it can be divided into three types, namely, full-text search engine, directory type search engine (Search Index / Directory) and meta-search engine.Search engine marketing is an integral part of an integrated online marketing strategy. Its aim is to make sites or products get a better position in the search results of main search engine to attract more Internet users tovisit your site, concerned about your products. Search engine marketing is accompanied by search engine technology development and gradually develop. Because the gap on information technology and its applications between China and Western countries, its search engine marketing history of development vary. In the end of the 20th century ,Search engine marketing thinking such as Yahoo, Lycos and other classified directory search engine have began to been used, however,until the early 21st century the Chinese search engine market had been gradually emerging.The main mode of search engine marketing are : sale of search technology, adding fees, keyword advertising sales and search engine optimization,and so on.Today's major search engines have their own unique marketing model. Through the search engine technology and search engine marketing mode of analysis, we found that the Internet age as the most important mode of Internet marketing, search engine marketing needs of the realization of various aspects of the meet, including search technology, consumer behaviour and entreprise marketing changes.The most fundamental mission of search engine is to build high-quality search exchange platform for enterprises and their services in order to provide quality and efficient search service for the target customers.The possibility of consumers use search engines to search is affected by the major cost and the personal information of consumers. If consumers who use search engines will accept the cost of information consumers have, or the habit of using search engines , then search engine is an attractive way to buy sources of information for him . From the consumer's decision-making process, through its own search engine to search the required information products ,the consumetr will enter the "selection and evaluation" stage.In the brand evaluation stage, consumers compare and evaluate options on the relevant brand, corresponding belief, attitude and purchase intentions. In the brand evaluation process, consumers not only need to determine specific brand attributes with the possibility of some sort, but also by the judge of the brand attributes to their possible value. Similarly, in the selection phase of dealers, consumers may also be recommended by other people, search engines, and other means, the dealer's credibility, strength, on their own convenience, and so on the assessment, to serve as the basis for selection.For example, some consumers in the purchase of electronic products before, and habit to search product information on the Internet, compare advantages and disadvantages of each brand, for network pricing, then select distributors, to make purchasing decisions. At this point, search engines play a role in enhancing customer awareness, further reduced the customer's decision-making costs and enhance customer value.For the purchase of search engine services business, the purchase of search services are part of the promotional products company. Through the search engine of this platform to hit product marketing purposes.If the consumer found the product or service enterprises in the consumer's search results , then the product or service is likely to become the consumer's actual demand. In short, search engine marketing is a bridge between the entreprise and consumer. Through this bridge, the two sides can reduce transaction costs, thereby enhancing customer value.Not only the links but also the differentiate between the search engine marketing and traditional marketing model. From the essence of marketing , they are consistent, but the emergence of the search engine marketing caused a great shock on marketing strategy and advertising model.The emergence of search engine marketing model, business marketing idea has had a greater impact. The emergence of search engine marketing model, makes more and more enterprises aware of its importance, enterprises started to pay attention to the search rankings; open the market space for small enterprise; so that enterprises pay more attention to corporate image; to give consumers greater freedom of choice. In its implementation process, search engine marketing also may be faced with many legal, technical, ethical and other issues of distress. How to solve these problems, giving enterprises and their target customers a better exchange platform, is an important issue of my text.Search engine marketing is a new era of network marketing model, the existence of such a marketing model will certainly have its market and technical basis. The background database of search engine has powerful data-processing capability and "spider" program has full and timely information gathering capability.All of these provides a prerequisite for the development and protection for search engine marketing. As well as many new search engine marketing models also need to benefit from a strong background database's capacity for analysis and collection for the data.Rely on the powerful secretary of the database storage and analysis, search engine marketing market is continually expanding. Search engine bundled e-commerce, search engine links with wireless communication networks, these combination give search engine greater technical and market development space; The emergence of professional search engine makes a search engine service providers need to be more concerned about market segments.Baidu has become the representative of the Chinese search engine. Baidu's marketing model uses mainly search engine optimization strategy (SEO).Search engine optimization based on the principle of search engine ranking ,combining web design, writing, code and links, such as the preparation work, maximize the pages in the selected keywords in the search results to the top. Baidu in the Chinese market attacked by other search providers, in particular, search engine giant Google. In the competition with Google, Baidu not only has the advantages of localization, but also disadvantages of technical and marketing patterns. Both facing the rapid development of trade opportunities and facing new competitors joining in eroding market segments. Also technological progress with the risk because of uncertainty of the impact.How to give full play to their advantages and good use of Chinese search engine market development opportunities, innovative technologies, speed up the market process of technological innovation, is the need for solving the problem for Baidu. Draw and create new search engine marketing model, and look for new business development space and take the road of pluralism, to find new direction for Baidu's future development, perhaps after all, can be thought as a strategy of future development.