搜索引擎营销研究综述及展望
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外国经济与管理 2014 年 第 36 卷第 10 期, 页码：13 - 21
摘要
参考文献
摘要
网络经济时代,搜索引擎营销作为一种新兴的营销方式,凭借其高效、低成本的优势逐渐成为网络营销的主流。在这样的背景下,搜索引擎营销成为学术界的一个重要的研究主题。本文通过对现有搜索引擎营销相关文献的分类整理,首先对搜索引擎营销的概念和模式进行了概述,然后从付费搜索广告和搜索引擎优化两个方面对现有研究成果进行了综述,最后在对现有研究进行评析的基础上预测并展望了搜索引擎营销研究未来的发展趋势。
[1]Agarwal A,Hosanagar K and Smith M D.Location,location,location:An analysis of profitability of position in online advertising markets[J].Journal of Marketing Research,2011,48(6):1057-1073.
[2]Beel J,Gipp B and Wilde E.Academic search engine optimization(ASEO)[J].Journal of Scholarly Publishing,2010,41(2):176-190.
[3]Chen C Y,Shih B Y,Chen Z S,et al.The exploration of internet marketing strategy by search engine optimization:A critical review and comparison[J].African Journal of Business Management,2011,5(12):4644-4649.
[4]Dou W,Lim K H,Su C,et al.Brand positioning strategy using search engine marketing[J].Management Information Systems Quarterly,2010,34(2):261-279.
[5]Edelman B,Ostrovsky M and Schwarz M.Internet advertising and the generalized second-price auction:Selling billions of dollars worth of keywords[J].American Economic Review,2006,97(1):242-259.
[6]Edelman B and Ostrovsky M.Strategic bidder behavior in sponsored search auctions[J].Decision Support Systems,2007,43(1):192-198.
[7]Evans M P.Analysing google rankings through search engine optimization data[J].Internet Research,2007,17(1):21-37.
[8]Feng J,Bhargava H K and Pennock D M.Implementing sponsored search in web search engines:Computational evaluation of alternative mechanisms[J].Informs Journal on Computing,2007,19(1):137-148.
[9]Feng J.Optimal mechanism for selling a set of commonly ranked objects[J].Marketing Science,2008,27(3):501-512.
[10]Ghose A and Yang S.An empirical analysis of search engine advertising:Sponsored search in electronic markets[J].Management Science,2009,55(10):1605-1622.
[11]Gluhovsky I.Forecasting click-through rates based on sponsored search advertiser bids and intermediate variable regression[J].ACM Transactions on Internet Technology,2010,10(3):11-15.
[12]He C and Chen Y.Managing e-marketplaces:A strategic analysis of non-price advertising[J].Marketing Science,2006,25(2):175-187.
[13]Hotchkiss G,Alston S and Edwards G.Eye tracking study[R].Research white paper,Enquiro Search Solutions Inc,2005.
[14]Huang P,Lurie N H and Mitra S.Searching for experience on the web:An empirical examination of consumer behavior for search and experience goods[J].Journal of Marketing,2009,73(2):55-69.
[15]Jank W,Shmueli G and Wang S.Dynamic,real-time forecasting of online auctions via functional models[R].Paper presented at the12th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining,ACM,2006.
[16]Katona Z and Sarvary M.The race for sponsored links:Bidding patterns for search advertising[J].Marketing Science,2010,29(2):199-215.
[17]Kisiel R.Dealers get on top of search engine results[J].Automotive News,2010,84(6408):24-25.
[18]Kitts B and Leblanc B.Optimal bidding on keyword auctions[J].Electronic Markets,2004,14(3):186-201.
[19]Lahaie S and Pennock D M.Revenue analysis of a family of ranking rules for keyword auctions[R].Paper presented at the 8th ACM Conference on Electronic Commerce,2007.
[20]Li K and Lin Z.Running and chasing—The competition between paid search marketing and search engine optimization[R].Paper presented at the 47th Annual Hawaii International Conference on System Sciences(HICSS),2014.
[21]Lim W S and Tang C S.An auction model arising from an Internet search service provider[J].European Journal of Operational Research,2006,172(3):956-970.
[22]Mahdian M and Tomak K.Pay-per-action model for on-line advertising[J].International Journal of Electronic Commerce,2008,13(2):113-128.
[23]Malaga R A.WEB 2.0 techniques for search engine optimization:Two case studies[J].Review of Business Research,2009,9(1):132-139.
[24]Malaga R A.Worst practices in search engine optimization[J].Communications of the ACM,2008,51(12):147-150.
[25]Milgrom P R and Weber R J.A theory of auctions and competitive bidding[J].Econometrica:Journal of the Econometric Society,1982,50(5):1089-1122.
[26]Munsey M J,Veilleux S,Bikkani A,et al.Born to trade—A genetically evolved keyword bidder for sponsored search[R].Paper pre-sented at the International Joint Conference on Artificial Intelligence,2009.
[27]Pardoe D,Chakraborty D and Stone P.TacTex09 a champion bidding agent for ad auctions[R].Paper presented at the9th International Conference on Autonomous Agents and Multiagent Systems,2010.
[28]Rashtchy S.New methods in search marketing:Contextual advertising and other evolutions[R].Paper presented at Best Practices for Marketing and Optimizing Your Search Engine Process,La Jolla,CA,2004.
[29]Regelson M and Fain D.Predicting click-through rate using keyword clusters[R].Paper presented at the Second Workshop on Sponsored Search Auctions,2006.
[30]Richardson M,Dominowska E and Ragno R.Predicting clicks:Estimating the click-through rate for new ads[R].Paper presented at the 16th International Conference on World Wide Web,2007.
[31]Rutz O J and Bucklin R E.From generic to branded:A model of spillover in paid search advertising[J].Journal of Marketing Research,2011,48(1):87-102.
[32]Search Engine Land.The state of search engine marketing 2006[EB/OL].http://searchengineland.com/the-state-of-search-engine-marketing-2006-10474,2007.
[33]Sen R,King R C and Shaw M J.Buyers’choice of online search strategy and its managerial implications[J].Journal of Management Information Systems,2006,23(1):211-238.
[34]Sen R.Optimal search engine marketing strategy[J].International Journal of Electronic Commerce,2005,10(1):9-25.
[35]Telang R,Rajan U and Mukhopadhyay T.The market structure for internet search engines[J].Journal of Management Information Systems,2004,2(21):137-160.
[36]Varian H R.Position auctions[J].International Journal of Industrial Organization,2007,25(6):1163-1178.
[37]Vorobeychik Y.Simulation-based analysis of keyword auctions[J].ACM SIGecom Exchanges,2009,8(1):1-4.
[38]White A.Search engines:Left side quality versus right side profits[J].International Journal of Industrial Organization,2013,31(6):690-701.
[39]Wilbur K C and Zhu Y.Click fraud[J].Marketing Science,2009,28(2):293-308.
[40]Yang S and Ghose A.Analyzing the relationship between organic and sponsored search advertising:Positive,negative,or zero interdependence?[J].Marketing Science,2010,29(4):602-623.
[41]Zhou Y and Naroditskiy V.Algorithm for stochastic multiple-choice knapsack problem and application to keywords bidding[R].Paper presented at the 17th International Conference on World Wide Web,2008.
[42]中国互联网络信息中心(CNNIC).中国互联网络发展状况统计报告[EB/OL].http://www.cnnic.cn/hlwfzyj/hlwxzbg/hlwtjbg/201307/P020130717505343100851.pdf,2013.
[43]艾瑞.2013年Q1中国搜索引擎市场核心数据报告[EB/OL].http://search.iresearch.cn/portal/20130509/199265.shtml,2013.
[44]冯英健.网络营销基础与实践[M].北京:清华大学出版社,2007.
[45]姚洪兴,徐峰.双寡头有限理性广告竞争博弈模型的复杂性分析[J].系统工程理论与实践,2005,(12):32-37.
①点击率(click through rates)指用户点击广告的次数占搜索结果页面展示总次数的比例。
②转化率(conversion rates)指访问广告主页面并完成目标动作的用户点击占总点击次数的比例。
③通用搜索(generic search)指以不含品牌信息的关键词进行的搜索,与品牌搜索(branded search)相对应。
①第二价格密封拍卖又称维克瑞拍卖(Vickrey auction),指由所有买家同时提供密封好的报价,但最后的胜出者支付的价格将是第二高的报价。
②荷兰式拍卖(Dutch auction)又称公开降价拍卖,指拍卖师逐步降低拍卖价格,直到有人接受,胜出者支付的价格是最后一次宣布的报价。
③VCG(Vickrey-Clarke-Groves)指广告主分别对关键词进行报价,搜索引擎按照使得总价值最大化的原则进行排序,广告主的花费决定于其给其他竞拍人造成的损失之和。
④GSP(generalized second-price)指搜索引擎根据广告主的出价对他们的广告进行排列,但广告主的花费由点击次数和其下一家广告主的出价决定。
①黑帽技术是指网站设计者通过一些类似作弊的技术手段(如桥页、网页劫持)来优化网站以达到在短时间内获得很高排名的目的。
[2]Beel J,Gipp B and Wilde E.Academic search engine optimization(ASEO)[J].Journal of Scholarly Publishing,2010,41(2):176-190.
[3]Chen C Y,Shih B Y,Chen Z S,et al.The exploration of internet marketing strategy by search engine optimization:A critical review and comparison[J].African Journal of Business Management,2011,5(12):4644-4649.
[4]Dou W,Lim K H,Su C,et al.Brand positioning strategy using search engine marketing[J].Management Information Systems Quarterly,2010,34(2):261-279.
[5]Edelman B,Ostrovsky M and Schwarz M.Internet advertising and the generalized second-price auction:Selling billions of dollars worth of keywords[J].American Economic Review,2006,97(1):242-259.
[6]Edelman B and Ostrovsky M.Strategic bidder behavior in sponsored search auctions[J].Decision Support Systems,2007,43(1):192-198.
[7]Evans M P.Analysing google rankings through search engine optimization data[J].Internet Research,2007,17(1):21-37.
[8]Feng J,Bhargava H K and Pennock D M.Implementing sponsored search in web search engines:Computational evaluation of alternative mechanisms[J].Informs Journal on Computing,2007,19(1):137-148.
[9]Feng J.Optimal mechanism for selling a set of commonly ranked objects[J].Marketing Science,2008,27(3):501-512.
[10]Ghose A and Yang S.An empirical analysis of search engine advertising:Sponsored search in electronic markets[J].Management Science,2009,55(10):1605-1622.
[11]Gluhovsky I.Forecasting click-through rates based on sponsored search advertiser bids and intermediate variable regression[J].ACM Transactions on Internet Technology,2010,10(3):11-15.
[12]He C and Chen Y.Managing e-marketplaces:A strategic analysis of non-price advertising[J].Marketing Science,2006,25(2):175-187.
[13]Hotchkiss G,Alston S and Edwards G.Eye tracking study[R].Research white paper,Enquiro Search Solutions Inc,2005.
[14]Huang P,Lurie N H and Mitra S.Searching for experience on the web:An empirical examination of consumer behavior for search and experience goods[J].Journal of Marketing,2009,73(2):55-69.
[15]Jank W,Shmueli G and Wang S.Dynamic,real-time forecasting of online auctions via functional models[R].Paper presented at the12th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining,ACM,2006.
[16]Katona Z and Sarvary M.The race for sponsored links:Bidding patterns for search advertising[J].Marketing Science,2010,29(2):199-215.
[17]Kisiel R.Dealers get on top of search engine results[J].Automotive News,2010,84(6408):24-25.
[18]Kitts B and Leblanc B.Optimal bidding on keyword auctions[J].Electronic Markets,2004,14(3):186-201.
[19]Lahaie S and Pennock D M.Revenue analysis of a family of ranking rules for keyword auctions[R].Paper presented at the 8th ACM Conference on Electronic Commerce,2007.
[20]Li K and Lin Z.Running and chasing—The competition between paid search marketing and search engine optimization[R].Paper presented at the 47th Annual Hawaii International Conference on System Sciences(HICSS),2014.
[21]Lim W S and Tang C S.An auction model arising from an Internet search service provider[J].European Journal of Operational Research,2006,172(3):956-970.
[22]Mahdian M and Tomak K.Pay-per-action model for on-line advertising[J].International Journal of Electronic Commerce,2008,13(2):113-128.
[23]Malaga R A.WEB 2.0 techniques for search engine optimization:Two case studies[J].Review of Business Research,2009,9(1):132-139.
[24]Malaga R A.Worst practices in search engine optimization[J].Communications of the ACM,2008,51(12):147-150.
[25]Milgrom P R and Weber R J.A theory of auctions and competitive bidding[J].Econometrica:Journal of the Econometric Society,1982,50(5):1089-1122.
[26]Munsey M J,Veilleux S,Bikkani A,et al.Born to trade—A genetically evolved keyword bidder for sponsored search[R].Paper pre-sented at the International Joint Conference on Artificial Intelligence,2009.
[27]Pardoe D,Chakraborty D and Stone P.TacTex09 a champion bidding agent for ad auctions[R].Paper presented at the9th International Conference on Autonomous Agents and Multiagent Systems,2010.
[28]Rashtchy S.New methods in search marketing:Contextual advertising and other evolutions[R].Paper presented at Best Practices for Marketing and Optimizing Your Search Engine Process,La Jolla,CA,2004.
[29]Regelson M and Fain D.Predicting click-through rate using keyword clusters[R].Paper presented at the Second Workshop on Sponsored Search Auctions,2006.
[30]Richardson M,Dominowska E and Ragno R.Predicting clicks:Estimating the click-through rate for new ads[R].Paper presented at the 16th International Conference on World Wide Web,2007.
[31]Rutz O J and Bucklin R E.From generic to branded:A model of spillover in paid search advertising[J].Journal of Marketing Research,2011,48(1):87-102.
[32]Search Engine Land.The state of search engine marketing 2006[EB/OL].http://searchengineland.com/the-state-of-search-engine-marketing-2006-10474,2007.
[33]Sen R,King R C and Shaw M J.Buyers’choice of online search strategy and its managerial implications[J].Journal of Management Information Systems,2006,23(1):211-238.
[34]Sen R.Optimal search engine marketing strategy[J].International Journal of Electronic Commerce,2005,10(1):9-25.
[35]Telang R,Rajan U and Mukhopadhyay T.The market structure for internet search engines[J].Journal of Management Information Systems,2004,2(21):137-160.
[36]Varian H R.Position auctions[J].International Journal of Industrial Organization,2007,25(6):1163-1178.
[37]Vorobeychik Y.Simulation-based analysis of keyword auctions[J].ACM SIGecom Exchanges,2009,8(1):1-4.
[38]White A.Search engines:Left side quality versus right side profits[J].International Journal of Industrial Organization,2013,31(6):690-701.
[39]Wilbur K C and Zhu Y.Click fraud[J].Marketing Science,2009,28(2):293-308.
[40]Yang S and Ghose A.Analyzing the relationship between organic and sponsored search advertising:Positive,negative,or zero interdependence?[J].Marketing Science,2010,29(4):602-623.
[41]Zhou Y and Naroditskiy V.Algorithm for stochastic multiple-choice knapsack problem and application to keywords bidding[R].Paper presented at the 17th International Conference on World Wide Web,2008.
[42]中国互联网络信息中心(CNNIC).中国互联网络发展状况统计报告[EB/OL].http://www.cnnic.cn/hlwfzyj/hlwxzbg/hlwtjbg/201307/P020130717505343100851.pdf,2013.
[43]艾瑞.2013年Q1中国搜索引擎市场核心数据报告[EB/OL].http://search.iresearch.cn/portal/20130509/199265.shtml,2013.
[44]冯英健.网络营销基础与实践[M].北京:清华大学出版社,2007.
[45]姚洪兴,徐峰.双寡头有限理性广告竞争博弈模型的复杂性分析[J].系统工程理论与实践,2005,(12):32-37.
①点击率(click through rates)指用户点击广告的次数占搜索结果页面展示总次数的比例。
②转化率(conversion rates)指访问广告主页面并完成目标动作的用户点击占总点击次数的比例。
③通用搜索(generic search)指以不含品牌信息的关键词进行的搜索,与品牌搜索(branded search)相对应。
①第二价格密封拍卖又称维克瑞拍卖(Vickrey auction),指由所有买家同时提供密封好的报价,但最后的胜出者支付的价格将是第二高的报价。
②荷兰式拍卖(Dutch auction)又称公开降价拍卖,指拍卖师逐步降低拍卖价格,直到有人接受,胜出者支付的价格是最后一次宣布的报价。
③VCG(Vickrey-Clarke-Groves)指广告主分别对关键词进行报价,搜索引擎按照使得总价值最大化的原则进行排序,广告主的花费决定于其给其他竞拍人造成的损失之和。
④GSP(generalized second-price)指搜索引擎根据广告主的出价对他们的广告进行排列,但广告主的花费由点击次数和其下一家广告主的出价决定。
①黑帽技术是指网站设计者通过一些类似作弊的技术手段(如桥页、网页劫持)来优化网站以达到在短时间内获得很高排名的目的。
引用本文
李凯, 邓智文, 严建援. 搜索引擎营销研究综述及展望[J]. 外国经济与管理, 2014, 36(10): 13–21.
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