摘录
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世界正在通过互联网急速地从 信息时代 走进 信息经济时代 。津津乐道于 信息时代 ，还在
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不知疲倦地重复 信息就是金钱 的口号，今天如果还在肯定过时了。信息时代 与 信息经济时代
的重大区别在于
:前者强调信息本事的价值，认为只要解决信息资料的短缺问题就会带来价值的提
升
;后者认为信息并不稀缺，相反，信息技术特别是互联网的出现正在使信息泛滥，以前被视为宝
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贝的信息正在走向 垃圾化 只有解决了信息的甄选、加工、提纯和挖掘，从巨量的形如垃圾的信息
中发现真正的知识才能带来价值的提升。正是因为搜索引擎能够准确地为用户搜索到所需的有用信
息，所以它成为最受欢迎的互联网业务。企业开展搜索引擎营销是顺势而为。然而作为很专业的一
种营销模式的搜索引擎营销对于一般企业的市场人员对此都比较陌生。出于对市场的敏感，他们也
会有些了解这种营销模式的优势，并会做出相关的市场预算，请专业的公司提搜索引擎营销服务。
但由于自身对搜索引擎营销的不了解，带来了一些比较尴尬的问题，尤其对搜索引擎营销的效果
评价和整合效益的认识存在着很大的不足。
针对这种现状，本文综合运用市场营销学、信心检索技术、计算机科学理论、电子商务理论知识，
对搜索引擎及搜索引擎营销的评价和整合效益进行了全面系统的研究。通过大量的资料收集整理、
分析研究，对搜索引擎的营销原理与思想、搜索引擎的效果评价方法以及搜索引擎营销的整合效益
等基础理论进行了逐一阐述，重点分析了一般企业对搜索引擎营销评价方法和其他营销手段与搜
索引擎营销的整合。
关键词：
搜索引擎营销 搜索引擎营销效果评价 搜索引擎营销整合效益
Abstract
The development of internet has changed the world in a dramatic way ， which has been
going through “the time of information” to “the time of information economy”. Today, who still
taking the idea of information makes financial profit is out of date. The obvious differences
between the two times are that the former focuses on the value of information of information
itself, as well as, supplying information; Indeed, the latter concentrates upon controlling the
overflowing information and the ways how to choose, manufacture, purify and dig the useful
knowledge from a large sum of information. So the search engine becomes the most favorite
business in the Internet. For the business enterprises that have a desire to participate in
Internet, the search engine marketing is complying with the environment. But since the domestic
research for the search engine marketing studying is on the way of groping, Thinking in the
businesses’ way, companies began to lean more about the theory on the search engine
marketing and do some market budget about it in order to get more competitive power. They
may engage the search engine companies for search services, but as these business
enterprises little about the search engine marketing; it bongs a lot of embarrassing problems.
Especially in the area of evaluate search engine marketing’s effect and the integration of several
of search engine marketing.
According to this situation ， this paper makes use of the marking management science,
information management science, information search , computer science and Electronic
commerce science synthetically and so on to come into being the integrated and systematic
research for search engine marketing. According to a mount of searching information and
analytical investigation, I write the primary theory of the tenet and thinking of search engine
marketing and the evaluate search engine marketing’s effect and the integration of search
engine marketing. Both of them are key point.
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