| In 2010 the search engine markets have a great Changing. Through the development of 2009, the whole domestic market reached about 7 billion Yuan. Google left the China's market, Baidu became the biggest one. Sousou, Youdao, pay more attention on the left market. New search engine Meta also have lots of users. The different search engine dominates different segment of the market. Company's search engine advertising strategy has been affected.Search engine advertising has been pay more attention by Internet users. Compared with the traditional media, search engine advertising's rate of invest is very attractive. Many companies are engaged in search engine ads, but not everyone has a good result. Some companies benefited, also some businesses are hurt. Why? Reason is that some enterprises have put a scientific strategy; some companies just follow the trend, and even did not have a clear plan.This paper studies the search engines and search engine advertising history, combined with a enterprise real examples, to do empirical analysis. My purpose is to propose a suitable enterprise search engine advertising strategies, and improving search engine advertising's return of invest.First, this paper expounds the significance of study, summarizes the domestic and foreign authors study results. The thesis put forward the objectives and key issues to be resolved. Next, review the development of search engine advertising, show the different kinds of search engine advertising. After the theory part, I use the Michael E. Porter's five competitive analysis model, and SWOT analysis model, analysis a enterprise's search engine advertising strategy.The enterprise search engine advertising strategies will operating in a long-term, so we should study more about it. The fourth chapter analysis more factors, which affect the advertising result. Chapter V, combined with a game company's actual data, do a case study. Finally, this article gives some conclusions and shows the shortcomings in the study. |
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