| According to the 39th Statistical Report on Internet Development in China published by China Internet Network Information Center CNNIC,the proportion of enterprises using the Internet for marketing and promotion activities reached 38.7%.As of December 2016,this figure has remained continuous growth trend since 2013,an increase of nearly 5%over last year.With the continuous increase in the number of Internet users,the increasing awareness of corporate brand promotion,the increasing popularity of e-commerce,and the gradual standardization of China' s Internet advertising market,Internet marketing is playing a role in the new environment where new media and traditional media.are interactively integrated and developed.With its indispensable role,the market still has a lot of room for growth.Among them,the search engine marketing to 48.2%utilization,ranked third in the mainstream Internet marketing channels.Especially Baidu bidding promotion business because of its low treshold,cost-effective,fast onset advantages such as small and micro enterprises become the preferred Internet marketing.Bidding business is the client according to different keywords to formulate the corresponding auction price,so that it remains in the search results page somewhere,so as to more effectively find the real demand for clicks.All domestic search engines have launched their own keyword bidding business.Among them,the keyword bidding model of Baidu search was launched in 2009 with broad customer coverage,advanced technology mechanism,mature business model and perfect after-sales service,making it the largest and most advanced The most extensive bid promotion business.In recent years,although Google has withdrawn from the Chinese market,the gradual rise of competing products such as 360 Promotion and Sogou Promotion threatens the position of Baidu's bid promotion business.Baidu bidding although maintaining a larger lead in the same industry,however,its high prices and many other customers want to stop and hope.Baidu bidding promotion of high prices does not necessarily mean that the price is low,if the high prices bring more traffic and higher conversion rate,then the customer is "value for money",so Baidu Companies should begin to convince their "best value for money" attributes to customers in a scientific and objective way;of course,if high prices do not result in more clicks and higher conversion rates,they are even lower than the competition Opponents,then for Baidu bid promotion will face the loss of customers,the market share of the crisis.For the price of Baidu bidding business in the end is high or low,you need to use marketing data,analysis of the relationship between the various parameters of variables,building equations or models,and competitors to conduct a wide range of comparisons.In addition to cost-effective,Baidu bidding is also facing the traditional optimization of rankings and 360 promotion,Sogou promotion equal rival competition,each have their own strengths and weaknesses,through multi-dimensional analysis of the contrast to the pulse,optimize product quality,improve service Level,so as to maintain the sustained growth of market share.Based on the analysis,the integration and the refinement of the relevant documents,the thesis studies the rules,mechanisms and characteristics of the service in depth and collects the historical data such as the bidding,ranking,hits and Baidu index of the key words To observe and analyze the relationship between variables to establish correlation,the use of mathematical methods to build a variety of quantitative models for different needs of different customer groups tend to use different strategies,and through the traditional optimization rankings,competitive products,multi-dimensional analysis and comparison Baidu bidding promotion and the pros and cons of competitive products,which targeted the product,price,channel,marketing four proposed marketing strategy. |
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