Study On The Strategy Of Beijing B Company’s Baidu Bidding Promotion

One billion people have become the Internet users,forming the world’s largest and vibrant digital society.Along with increasing number of Internet users and awareness of enterprise promotion,the market still has big growth space.Search engine is a basic Internet application.Nowadays,Search engine plays more and more important role.As the largest Chinese search engine in China,Baidu promotion platform is favored and preferred by more and more enterprises,becoming the first choice for the publicity and promotion of small and micro enterprises based on its advantages of fast effect,good cost performance and low threshold.The enterprises set the corresponding bidding price according to the purchased keywords,so that customers can search the keywords in the ideal position on the Baidu search results page,so as to obtain demand clicks and bring potential customers to enterprises.Taking B company in Beijing as a case,combined with the research results of scholars in this industry,and based on relevant concepts and STP theory,4P theory and PEST analysis model,this thesis analyzes the Baidu bidding promotion environment of B company through the practice and experience of real cases,using the methods of litterateurs research,cases study and comparative research,Current situation of the company in Baidu bidding promotion,main problems and reasons are also analyzed.Optimization suggestions and safeguard measures are put forward for the existing problems.This research on B company aims to promote "cost reduction and efficiency increase",improving the brand awareness of the company,presenting the company’s products or services in front of customers and get the first opportunity,which will improve the effect of Baidu bidding promotion and finally help the enterprise maximize the benefits to the greatest extent,At the same time,it also provides reference and help for similar small and medium-sized enterprises.