企业运用“百度推广”的策略分析——以天巡网机票业务为例.pdfVIP

Abstract Inrecent 10years, there is anexplosiveincrease onthepopularity ofcomputers and internet in our country, also the total number of Chinese netizens surpasses the United States and takes the No.1 chair in the world. The change of peoples habits leads the change of internet economics—on one hand, increasingly more traditional travel agencies gradually move their attentions from offline to online; on the other hand, more and more foreign travel websites officially enter Chinese market. Its inevitablethatthosene comerstoChinatravelinternetmarketwillbesuppressedby the leaders such as Qunar and Ctrip. It becomes to a mutual question for the ne comerstodiscussthatho tosurviveandkeepgrowing. Based on the above social development background, the thesis takes Baidu Search Engine Marketing—the most popular one among all the internet marketing methodsasthebeginningpoint,andtakesTianxunflightbusinessastherealexample to studyonthe strategieswhich enterprisesapplytoBaidu SearchEngineMarketing. Through the introduction of Tianxun flight business basic situation and Baidu SEM fundamentaltheories, we move forwardto the currentbig five strategies ofTianxun Baidu SEM,andwe could seethe advantages andreasons ofthe strategies;then on the basis of theoretical analysis, the thesis combines factual experiences in travel industryandreal data,itdeeplyanalyzesallthe existedproblems ofthose strategies, and finally figures out the detailed and practical solutions for those problems. The major study results are the five: (1)Introduce the advantages and disadvantages of all-region advertising strategy, take advantage of the ROI data analysis of different regions to figure out that subdivide the account structure to solve the contradiction between region diversity and keyword bidding uniqueness, thereby optimize the account structure and promote the ROI; (2)Introduce the advantages and disadvantages of all-time adver