基礎(chǔ)與搜索引擎二

BaiduProprietary&1.1的幾個基本問 BaiduProprietary&1與銷售的區(qū)市場產(chǎn)品策略定價(jià)溝通（、、）……Ex.11BaiduProprietary– In的紅X；Applestore;室內(nèi)設(shè)人財(cái)物22BaiduProprietary&14、產(chǎn)品=問題的解 =價(jià)值 的滿—— 必須回答，你賣的是什么？是為人類之苦BaiduProprietary的44BaiduProprietary1不僅僅是銷售；是一系列職能（市場、產(chǎn)品策略、溝通1……）2是對顧客（稀缺資源）的管理——234就是想你所想，你于苦難之中34BaiduProprietary1、賣給誰？——誰是者？誰是使用者23 6、模式BaiduProprietary& BaiduProprietary&1.2BaiduProprietary&

戰(zhàn)術(shù)決策 組合需整合，支持定

促銷 促銷 價(jià)格

BaiduProprietary&BaiduProprietary&BaiduProprietary&Or（廉價(jià)）BaiduProprietary&BaiduProprietary&Consumer｀sneedsandEx.P&G（盜版成功的原因之一：其面對一個新市場BaiduProprietary&BaiduProprietary&Ex.BaiduProprietary&BaiduProprietary&BaiduProprietary&BaiduProprietary& BaiduProprietary& BaiduProprietary&1.3溝通的基本要 Towhom（對誰說）Saywhat（說什么）Who（ Inwhichchannel（在什么時(shí)間、什么地點(diǎn)說）Withwhateffect（效果如何評估BaiduProprietary& BaiduProprietary&BaiduProprietary&說BaiduProprietary& BaiduProprietary&BaiduProprietary&Q:只有產(chǎn)生，才算有效果嗎（Attention）BaiduProprietary&態(tài)度的三要素：認(rèn)知、情感、行為傾向（意動態(tài)度的三要素：認(rèn)知、情感、行為傾向（意動BaiduProprietary& （BaiduProprietary&DM:BaiduProprietary&BaiduProprietary&《Maketostick

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工具（刀槍棍棒工具（刀槍棍棒BaiduProprietary&Q:提供的是什么A:有質(zhì)量的注意力=人數(shù)*平均時(shí)間*

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Source:ISOBAR,WesternEurope,USA,BaiduProprietary&BaiduProprietary&BaiduProprietary&BaiduProprietary&BaiduProprietary&2.1.3搜索引擎使用率——大陸市場的份BaiduProprietary&BaiduProprietary& （Attention

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Search搜 Action行動口 AISAS模型byBaiduProprietary 超過五成的網(wǎng)購用戶在 BaiduProprietary&、、BaiduProprietary&小結(jié)：作為的搜索引 用戶在瘋狂地上網(wǎng)，BaiduProprietary& BaiduProprietary&BaiduProprietary&Q:人們都在尋找什么？BaiduProprietary&BaiduProprietary&現(xiàn)有用戶以及對感的BaiduProprietary&2.22有，有，進(jìn)行評BaiduProprietary&2.2搜索類型3：型，尋BaiduProprietary&2.2BaiduProprietary&2.2搜索動機(jī)1：與需求，內(nèi)在產(chǎn)生BaiduProprietary2.2搜索動機(jī)2：與需求，周邊環(huán)境刺激產(chǎn)BaiduProprietary2.2搜索動機(jī)2：與需求，周邊環(huán)境刺激產(chǎn)BaiduProprietary&2.2搜索動機(jī)3：與需求，外因刺激喚醒的需BaiduProprietary2.2搜索動機(jī)3：與需求，產(chǎn)生認(rèn)知和需BaiduProprietary&BaiduProprietary& 大 ,沖動 發(fā)生的復(fù)雜決策過程,例如: 如:裝飾品,玩具 BaiduProprietary&

來輔助做出決策競價(jià)

習(xí)慣做出決策BaiduProprietary&鞋15隊(duì) ,朋友,書42 ?Samplesearch:adidasSamplesearch:戶 ?Sources:搜索,公司網(wǎng) ,朋3BaiduProprietary&

Samplesearch:adidasSambaversusAttentionSearchAction行動（口 AISAS模型byBaiduProprietary&BaiduProprietary&BaiduProprietary&BaiduProprietary&蜘蛛；無法識別、flash及javascript程新華字典（2次索引）；搜索引擎按建立索為什么建立索引？Ex.排序（PageRank Alex查詢；反鏈查詢；PR查詢（1-10級BaiduProprietary&練習(xí)BaiduProprietary& BaiduProprietary&BaiduProprietary&

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通過控 BaiduProprietary&平均每天有超過150萬次旅游信息 BaiduProprietary&當(dāng)前客戶的消費(fèi)路徑VS BaiduProprietary&BaiduProprietary&Q：2者的關(guān)系如何？2種如何配合使用BaiduProprietary& BaiduProprietary&3.2.1搜索效果如何評BaiduProprietary

3.2.1搜索推廣的漏斗概念（搜索推廣BaiduProprietary&3.2.1互聯(lián)網(wǎng)的漏100%—流量20%—訂戶(或粉絲3%1%100%Admob/Adsense/iAd20%—FredWilson 30%的會員/ BaiduProprietary&BaiduProprietary&

BaiduProprietary&BaiduProprietary&搜索詞(searchquery)BaiduProprietary&BaiduProprietary&1321344251平均=（3+1+4+2+1）/BaiduProprietary&BaiduProprietary&BaiduProprietary&BaiduProprietary&BaiduProprietary& BaiduProprietary&

點(diǎn)擊費(fèi)用平均點(diǎn)擊價(jià)格(CPC,CostPer點(diǎn)擊率(CTR,Click-ThroughBaiduProprietary&BaiduProprietary&下一名的ABCDBaiduProprietary& 點(diǎn)擊價(jià)格(CPC)=——————————+-主為網(wǎng)民的每次點(diǎn)擊所支付的實(shí)際推廣費(fèi)用 -指為使該 BaiduProprietary&BaiduProprietary&??展現(xiàn)位BaiduProprietary&瀏覽量(PV,Page平均停留時(shí)間(Avg.Time)頁面深度(Avg.Page)跳出率(BounceRate)BaiduProprietary&BaiduProprietary&轉(zhuǎn)化率(ConversionRate)轉(zhuǎn)化成本(CostPerConversion)ROI(ReturnonInvestment) BaiduProprietary&主Bai