The Research About Search Engine Marketing Strategy Of Enterprises Based On The Theory Of SIVA

"Big data" has now become a hot topic in all professions and trades. The number of Internet users is growing every year. And with the development of mobile Internet, quite a lot of people have become mobile Internet users year by year. According to the prediction by the famous consulting company IDC, the total amount of data would be over 40 ZB in the year 2020. As data has become larger and larger, more and more complex, How to make good use of these data becomes a urgent problem we are facing today.Big data has been widely applied in public service, management, business and all kinds of other fields. It not only changes the surface form of industry, but also the way people think. Take the marketing management for example, Having data information almost means having wealth. Data works rather than numbers. The information of data can effectively indicate the behaviors of Internet users, and predicts the trends of the future after appropriately analyzed and processed .It can reflect the precise marketing of enterprises. The information of data will bring the added value to products and brands for companies and enterprises.With the leap development of information technology, Internet search has become the main method for people to look for information and ask for convenience. However, the uncountable and mixed information on the Internet confuses users when they need to obtain information timely and effectively. The invention of search engines has effectively solved the problem. It is like an entrance which collects all the demand people need, or a platform which happens to have the contents people need. The search engines are so convenient because they are easy to accept and learn. When people have a problem. They no longer need to ask experts, just searching the answer with search engines will be fine. This made search engine quickly become the second common application among all the Internet applications. The high frequency of the use of search engines certainly can bring infinite commercial value for companies and enterprises. Search engines has also brought all the independent stakeholders to the front of companies and enterprises. By using search engines, companies can grasp all the consumers’demands and provide solutions for them. Companies and enterprises can change their roles from traditional brand promoter and product seller into solution provider. The role transition makes it more convenient to achieve real-time communication between companies and consumers.There is a large population and a huge potential market in our country. According to the Twelfth Five-year Plan, it is necessary to realize the strategic adjustment of the economic structure. With the constant optimization of industrial structure, the third industry has begun to take the place of the second industry to become the main driving force of China’s economic development. The development of the third industry further stimulate the consumption demand and gradually exploit the potential market of China. Consumption, investment and export may become the three main forces to drive China’s economic to grow in the near future. With so many customers and the opportunity of big data to consider about, grasping the data of consumers and using the search engines effectively will open a new chapter in the marketing history of our country.However, the development of search engines wasn’t too long and the market structure changes continuously. The companies and enterprises in our country still have so many problems during the process of marketing. There is no mature theory to guide them. It can not be adapted to current marketing system by just copying a succeeded marketing model by rote. New market environment requires a new theoretical system guidance.This article will use Professor Don E.Schultz’s theory of SIVA, combined with the characteristics of search engines to explore the road of companies and enterprises search engine marketing application. The theory of SIVA realized that the position of consumers in current market environment has become more and more dominant. The SIVA model shows us the structure of consumer behaviors and can completely indicates the start of consumer behaviors. It can guide companies and enterprises to carry out the search engine marketing activities effectively.Firstly, this paper comprehensively analyses the background of the current environment of the era of big data, pointing out consumers’new role in the new market environment. The market which was driven by consumers will profoundly affect the companies’marketing strategy. Secondly, this paper researches on related concepts of big data: search engines and analyses the characteristic of the user behaviors within search engine platform. And then imports a theory framework. Basing on the analysis of the theory and the research on some related cases, combined with the reality of the Chinese market at the same time, this paper tries to find a way to solve enterprise search engine marketing problems.