波奇商城搜索引擎营销方案的设计与实施.doc

专业硕士学位论文 作 者 姓 名 学 科 专 业 软件工程 指 导 教 师 培 养 院 系 软件学院 摘要 波奇商城宠物用品类垂直电子商务网站，已成为国内宠物用品网络销售规模最大的渠道零售商。对的实施进行客观的评估，了解过程中存在的问题，及时调整优化  Abstract In the context of the rapid development of the Internet, the search engine users continue to expand the scale. Search engine has become a habit of Internet access to information, in particular, has become an important part of peoples consumer shoppingbehavior. For enterprises, the search engine has become an important channel for enterprises to obtain customers, sales. At the same time because of the search engine marketing target customer precision, promotion effect is widely recognized. As the pet porch mall vertical electronic commerce website, has become the domestic pet products sales network the largest retailer channel. Search engine is its access to traffic, enhance sales of an important channel. And in the search engine marketing has invested considerable consumption, but there are a lot of problems in the process of pre SEM advertising, this paper focuses on these issues to discuss. Porch mall preliminary search there are some problems in the process of engine marketing: first, the account structure confusion, creative and landing page content is not updated even there are many errors; second, promotion cost is not stable, the corekeyword is more and more competitive, resulting in very high CPC. Third, the budgetallocation is unreasonable, the budget allocation between different advertising platform and the same platform mobile terminal and PC end budget allocation problem. According to the above problems, the following solutions: decided to get deep understanding of the product and the porch mall, familiar with the users buying habits attribute; status of search engine marketing porky mall in-depth analysis, for the diagnosis of the problem, the design of porch mall search engine marketing plan, and then gradually implement its program of porch mall search optimizat