搜索引擎广告的推广策略研究摘要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。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。2010年搜索引擎市场风云变幻，经历2009年的发展之后，整个国内市场规模达到70亿元。Google退出中国市场，百度占据绝大多数市场份额，搜搜、有道等二线搜索引擎服务商奋起直追，Meta等新兴搜索引擎蓬勃发展，搜索引擎的细分化趋势越来越明显，企业的搜索引擎广告投放策略也因此受到影响。本文以搜索引擎广告作为主要的研究对象，首先对本课题的研究价值、搜索引擎广告的内涵进行了介绍，之后指出了搜索引擎广告的发展历程、发展现状以及发展过程中存在的不足，然后对提出了相应的搜索引擎广告的推广策略，包括优化搜索引擎界面、开展用户体验、创新广告内容以及整合网络营销方式四个方面，最后对搜索引擎广告的发展前景进行了相应的介绍。以期为搜索引擎广告的发展提供相应的参考和依据。关键词：搜索引擎；广告；推广策略ResearchonSearchEngineAdvertisingPromotionStrategyAbstractAttheendofthe20thcentury,withtherapiddevelopmentoftheInternettechnologypopularization,thewebinformationmassincrease,searchenginearisesatthehistoricmoment.Inordertocombinetheinformationresources,theinformationproductsintoinformationassets,searchengineadvertisingprofitmodelgraduallyformedandrapiddevelopment.In2010thesearchenginemarketchangeable,experienceafter2009yearsofdevelopmentof,thewholedomesticmarketscaleupto7billionyuan.GooglewithdrawfromtheChinesemarket,baiduoccupiesmostofthemarketshare,search,youdaoetctwolinesearchenginesubmissionplanemergingMetasearchenginevigorousdevelopment,thesearchengine'sdifferentiationtrendmoreandmoreobvious,enterprisesearchengineadvertisingstrategyandthereforeaffected.Basedonsearchengineadvertisingasthemainresearchobject,firstofalltothistopicresearchvalue,searchengineadvertisingcontentareintroduced,andthenpointsoutthatthesearchengineadvertisingdevelopmenthistory,thecurrentsituationofthedevelopmentandthedefectexistingintheprocessofdevelopment,andthenputsforwardthecorrespondingsearchengineadvertisingpromotionstrategy,includingoptimizationsearchengineinterface,conductinguserexperience,innovationadvertisementcontentandintegrationofnetworkmarketingwayfouraspects,finally,thesearchengineadvertising,prospectofthefuturetrendsofthecorrespondingisintroduced.Inordertoprovidethecorrespondingreferenceandbasisforthedevelopmentofsearchengineadvertising.Keywords:Searchengines;Advertising;Promotionstrategy目录TOC\o"1-3