Elong Travel Search Engine Marketing Strategy

Online Marketing is in order to coordinate the company and customers to exchangethe concepts, products and service through establishment and maintenance of customerrelationship by online activities. The methods of online marketing we often use is (are):Search Engine marketing, website resources cooperation, the virus marketing, onlineadvertising, email marketing, membership marketing, and information publishing. Thisthesis focuses on Search Engine marketing.Search Engine marketing is based on the way the customer use search engines, theuse of user access to information retrieval of information will be communicated to themarketing objectives users. The keywords the user input reflect what the user concern.Such concern is the reason why Search Engine had been applied as a part of onlinemarketing.Each Search Engine marketing is closed linked with traditional marketing theory. Forexample, the choice of keywords involves positioning analysis, target user analysis andconsumer behavior analysis. The designing of landing page involves analysis of consumerbehavior, psychological analysis, and many other elements of the user. And the payment ofSearch Engine, P4P (pay for performance), has much distinctive characteristics, whosepricing is in accordance with the pricing of competitors. Additionally, Search Engine is agood way for us to find out and know more about the competitors.ELong.com began to invest in Search Engine from 2003. During the last 3 years,eLong.com has experienced various stages of Search Engine development. This thesis willfocus on analyzing eLong's selection and change during these years, as well as through thesearch engine marketing analysis and research, to explore a Search Engine marketingstrategy for eLong.com.In this study, we analyzed the characteristics of online marketing firstly. In searchengine marketing research, we analyzed several elements of Search Engine, including thecompetitive pricing (pay for performance) method, keyword selection, landing page design.More specifically it targets the industry and products of the eLong.com.The main conclusions of the Search Engine strategy for eLong are below. (1)eLong.com should not only look on search Engine as a channel to acquire new customers,but also a channel to promote brand. (2) Paid Search Engine and Search Engineoptimization should be combined together to implement. (3) For the keywords, besidesbrand keywords, products keywords should be bid on. And the Long Tail theory should bepaid attention to. At the same time we must pay attention to consumer search habits todevelop some wrong spelling keywords. (4) Special attention should be paid to target userhabits, including their search habits, choosing keywords habits, the impact of advertisingwords to the user. (5) We can know who our competitors are and know more about theirproducts and services through search engines. (6) Search Engine landing page designshould consider more about new users, allowing users to understand more brands and theinterface should be more friendly for visiting. (7) Develop effective evaluation system toevaluate search engine, which can be reference to optimize the performance of SearchEngine.