Dissertation > Industrial Technology > Automation technology,computer technology > Computing technology,computer technology > Computer applications > Information processing (information processing) > Retrieval machine

Search Engine Marketing Strategies and Application Study Based on User Behavior

Author RanFei
Tutor YangMingGang; ZuoKeGou
School East China University of Science and Technology
Course Industrial Design Engineering
Keywords Search Engine Search Engine Marketing User Behavior Keyword Advertising
CLC TP391.3
Type Master's thesis
Year 2013
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With the rapid development of the Internet, the network information is growing explosively, users are no longer able to find the information quickly and accurately. Search engine provides a convenient way and accepted by a large number of users quickly. The commercial value of search engine is gradually reveal, then search engine marketing (SEM) appeared. Its low-input and high-return characteristics fits the marketing needs of SMEs, therefore, it has a huge market potential for development and accepted by more and more enterprises.After sorting out search engine marketing theories, the paper researched user behavior. On this basis, analysed search engine marketing application status and problems of SMEs in China, formulated search engine marketing strategies based on user behavior. Then through the analysis and elaboration of the success practice, try the best to summarize the whole process of search engine marketing system, and providing guidance and reference for Chinese SMEs to implement search engine marketing on the basis of empirical research. At the end, the paper put forward the appropriate recommendations from the perspective of corporate and strategy, and predicted search engine marketing trends. Used a combination of literature research, case studies, quantitative and qualitative analysis method combining the forefront of the industry dynamics, to make the content in the paper have novelty and practicability.

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