| In the era of rapid development of Internet economy, the explosion of internet information makesnetwork users more and more concerned about how to use the most rapid, effective and accurate way to getthe most valuable information about themselves. The emergence of search engine provides a convenientway for network users retrieving information on the internet. With the continuous development of searchengine technology, its commercial value has got the attention of people; search engine marketing also arisesat the historic moment. Search engine marketing gradually becomes the widely used model of marketingfor enterprises. However, not all of the enterprises’ search engine marketing can obtain good effect. A lot ofenterprises don’t really know and master the decision-making process of search engine marketing. Thisleads to the search engine marketing strategies are unconformable with the enterprise’s situation. Therefore,if an enterprise wants to make full use of the advantage of search engine marketing to obtain profit for theenterprise, one of the most important problems is how to set up a scientific and systematic search enginemarketing decision-making system.Aiming at the existence of problems in the enterprise’s search engine marketing, through the summaryof existing research results and fully considering the various influence factors of search engine marketingdecisions, this paper establishes a decision model for search engine marketing, in order to enrich theresearch in theory and provide valuable reference for the enterprise in practice.This paper firstly discusses the development status of search engine marketing, and illustrates thesignificance, ideas, methods and innovations of the research. Then summarize the related literatures ofsearch engine marketing, and laid the theoretical basis of this article. Next is the relevant theory of searchengine marketing, including the concept and influence factors of search engine marketing. The fourthchapter is the main part of the thesis, including search engine marketing decision-making system, theformulation of advertising budget, the evaluation model of search engine’s quality based the analytichierarchy process (AHP) and the analysis of the user’s click behavior online. The fifth chapter through theactual case of search engine marketing illustrating the concrete process of search engine marketing anddecision-making method, providing a reference for future search engine marketing of other firms. Finally isthe conclusion and prospect, summarize the research achievements and shortcomings of this article.Innovation point of this article is: this paper presents the search engine marketing decision-making system, bases on the main influencing factor of the search engine marketing and combines the enterprise’sinternal and external factors, the search engines and user behavior; makes the decision-making system moretargeted. In addition, the search engine quality evaluation model bases on the analytic hierarchy process(AHP), synthetically using qualitative and quantitative analysis method, comprehensively consideringsubjective and objective factors affecting search engine choice, has strong feasibility. |
