Decision Model Analysis In Enterprises' Search Engine Marketing

With the rapid development of information and internet technology, the traditional marketing strategies are no longer the only methodologies for enterprises to gain profits. Because the internet can offer the unique advantages and potential chances, which traditional marketing could not provide. In order to gain more profits, some enterprises gradually pay more and more attention to the Internet Marketing. Nowadays, Search Engine Marketing, as a way of Internet Marketing, became acquainted by more and more enterprises. Meanwhile, with the maturity of P2P and Web 2.0 technology, the reciprocal condition or relationship between customers and enterprises will be closer than ever before. In this situation, the traditional decision methods are to some extent that cannot fit for the internet decision analysis. Thus, it requires establishing a new set of decision models to satisfy the internet marketing's demand.Based on the international and inland search engine marketing situation, and the influential factors in SEM decision process, the main purpose of the issue is to establish a set of decision models in the process of enterprises' search engine marketing. In the area of research methodologies, this issue applies theoretical and empirical analysis methods, separately analyzing the roles of enterprises' budget of advertisement, the search engine evaluation system, and the cyber citizens' search behaviors. Not only does the issue use the qualitative methods, it also implements quantitative methods to analyze, generalize and summarize the related materials and finally provides some insightful opinions.In conclusion, as an internet-based marketing mode, it is quite necessary to found a decision system to accommodate the characteristics of search engine marketing. That is also the most significant point in this issue.