搜索引擎营销研究综述及展望

A Literature Review of Search Engine Marketing and Prospects

网络经济时代,搜索引擎营销作为一种新兴的营销方式,凭借其高效、低成本的优势逐渐成为网络营销的主流。在这样的背景下,搜索引擎营销成为学术界的一个重要的研究主题。本文通过对现有搜索引擎营销相关文献的分类整理,首先对搜索引擎营销的概念和模式进行了概述,然后从付费搜索广告和搜索引擎优化两个方面对现有研究成果进行了综述,最后在对现有研究进行评析的基础上预测并展望了搜索引擎营销研究未来的发展趋势。

In network economic era, search engine marketing as an emerging marketing method gradually becomes the mainstream of online marketing owing to its high-efficiency and low-cost ad- vantages.In this context, search engine marketing has become an important research topic in academia. Based on the classification review of existing literature of search engine marketing, this paper firstly introduces the concept and business mode of search engine marketing,then reviews existing literature in two aspects, namely paid search and search engine optimization, and finally forecasts future develop- ment trend of search engine marketing based on the analysis of current literature.