Chinese Search Engine Marketing Research

Since the first Search Engine to the birth of Archie ,Search Engine now has developed two generations, this thesis studied the Search Engine Marketing is based mainly on the second generation of keyword search technology on the Search Engine marketing. Search Engine Marketing in comparison to traditional marketing has its own unique characteristics, it is these characteristics have attracted a large number of domestic enterprises in the Search Engine Marketing activities.After the development in recent years, Chinese Search Engine industry begun to take shape. Search Engine also developed a variety of marketing models. Chinese Search Engine industry competition gradually concentrated, the formation of two major Search Engine Service Providers to occupy most of the market share of the common industry trend, which is how to carry out an effective Search Engine Marketing have had an impact.Different Search Engine Marketing mode not only has different characteristics, but also has different functions. Choose what kind of business model of marketing activities? Why did choose these marketing mode? Choose which of these marketing models have advantages and disadvantages? At how to select these models do WTO? These questions are the focus of this paper. Enterprises in carrying out Search Engine Marketing will encounter some obstacles, what are these obstacles? Give businesses what kind of loss? What way or strategies can reduce or avoid these losses. These issues are one aspect of this study.Although the Search Engines give businesses a new marketing model, but at the same time produce some new problem. These problem can be summed up in the main questions are intellectual property rights infringement and violations of social ethics and moral questions. These questions led to industry and academia, some reflection. In this paper, the study also relates to these reflection.Even though the Search Engine just developed more than ten years, but the development of next-generation Search Engine profile has emerged. Search Engines give the new development trend of the Search Engine industry has dealt a blow ,also affected the enterprises to develop Search Engine Marketing activity. Prediction and grasp the future development of Search Engine trends and their implications for corporate marketing activities impact analysis of this article are the final questions.