Effect Of Goodwill For Advertisers Search Engine Users Preferences

With the rapid development of Internet technology, the search engine has become themost important tool for information searching on the Internet. In recent years, China’ssearch engine market is expanding rapidly, according to the China Internet NetworkInformation Center (CNNIC) statistics, as of the end of June2013, China’s search enginehas exceeded470million netizens, the growth rate was4.3%, the utilization rate of79.6%of Internet users, the search engine in Internet usage ranked second in all applications.With the rapid expansion of the search engine market, and its tremendous opportunitieswill also highlight the growing number of businesses using search engine marketingmethods to promote the company’s products, services, development of new businessopportunities, increase revenues while improving the visibility of businesses andreputation.This paper consists of six parts, the research background in the first part of the paper,mainly introduce the research background of the corporate reputation and search engineadvertising, and the development of corporate reputation theory. Through the corporategoodwill theoretical, to research the impact on the preference of selecting the search engine,and prove to be feasible. Finally, the research ideas and research framework is proposed.The second part introduces the background, origins and development of search engines,and describes in detail several of the most popular search engines. Secondly, it introducesthe concept of search engine advertising and marketing characteristics compared totraditional marketing, search engine advertising has many advantages incomparable,elaborated enterprise adoption search engine to promote their products or services. Further,pointed out the necessity of this study. Thirdly, the details of the corporate reputation of theorigin, development and classification, analysis of the nature and characteristics ofcorporate goodwill, in order to explore the relationship between the advertiser and theapplication of management theory goodwill search engine preferences.The third part, introducing the search engine market in detail. The roles among usersand advertisers were analyzed separately summarized. Finally, the application of goodwilltheory will greatly improve user loyalty for advertisers and satisfaction.The fourth and five part, according to the advertiser preference theory and thecorporate goodwill, select and optimize the scale, design a questionnaire for empiricalstudy to verify the corporate goodwill how to impact the user’s preferences on the chooseof the search engine. The six part, put forward recommendations based on the results of marketing for thesearch engine company reference, aiming to create a good platform to meet the needs ofusers and achieve win-win results. Second, the study points out the limitations of thisarticle and the further research for the article.In short, this article prove theoretically the advertisers goodwill applied in the searchengine market is a win-win result, which not only expand the search engine advertising andmarketing prospects, but also for nurture, enhance and maintain their advertisers goodwillalso have an important role. The article has a high theoretical and practical value.