百度广告模式的启示.docxVIP

安徽工业大学工商学院 百度广告模式的启示 摘要 ┊ 20 世纪末，伴随着互联网技术的迅速发展普及，网页信息海量增加，搜索引擎 应运而生。从 1994 年初第一代真正基于 www 的搜索引擎 Lycos 诞生起到现在，已经 ┊ 有 9 年多。为了整合信息资源，将信息产品变成信息资产，搜索引擎的广告盈利模式 ┊ 逐渐形成并迅速发展。 ┊ 继“注意力经济”、“眼球经济”之后，搜索引擎所代表的另一种虚拟经济形态— ┊ ┊ —“搜索力经济”浮出水面，这种经济形态将“注意力”转化为“吸引力”，与传统 ┊ 的电视、报纸广告笼而统之的目标客户相比，搜索引擎将漫无边际的目标客户牢牢锁 ┊ 定在关键词里，解决了上百年来营销业、广告业面临的大问题，从而成为技术改变商 ┊ 业模式的典范。 ┊ 文章首先介绍了搜索引擎的概况及发展现状。在搜索引擎技术条件的支持下，付费广告有着 ┊ 自己的传播特性和发展的路径。虽然当前付费搜索引擎广告市场发展前景良好，但障碍亦不同程 ┊ 度的存在。本文以百度为列，介绍了百度广告模式以及其存在的问题，为了促进这一搜索力经济 ┊ 的持续发展，建议提升付费搜索广告的应用层次、建构多方位竞争体系和更加透明、理性的广告 装 代理操作以及成熟的渠道市场。 ┊ ┊ 关键词：搜索引擎、百度、广告模式 ┊ ┊ ┊ 订 ┊ ┊ ┊ ┊ ┊ 线 ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ 共 21 页 第 1 页 安徽工业大学工商学院 百度广告模式的启示 Abstract ┊ At the end of the 20th century,accompanying with the rapid development andpopularization of the internet technique,the web page information increase quickly,and the Search Engine is bound to be born.It has been nine years since the first generation Lycos appeared,which developed on the basis of the www Search Engine.In order to integrate information resources and change the information product to information┊ property,the advertisement earnings mode of the search engine has being formed gradually and grown quickly also. ┊ Afterthe attention economyandthe eyeball economyappear,the search engine represents of another a kind of virtual economic appearance——the search engine economycome into people’s eyes.Comparing with the wide target customer of traditional television and newspaper advertisement,the search engine will lock the rambling target customer firmly by the key words,so as to solve the big problem lasting hundreds of years that the marketing and advertising face,and then become the mirror of the technique changing business mode. In the beginning of this article,it introduces 3 kinds of mature advertisements earnings modes that the search engine owns,including the competitory price to rank, ranking fixedly and the IE address column searching advertisement.Under the conditional support of the search engine