2003年10月重庆工商大学学报(社会科学版双月刊・)第20卷第5期JOURNALOFCHONGQINGTECHNOLOGYANDBUSINESSUNIVERSITY(SocialSciencesEdition)Vol.20NO.5适合中小企业的网络营销策略黄辉,何文(重庆工商大学1.商务策划学院;2.实验实习中心,重庆400020)[摘要]随着新一代专业搜索引擎成为人们使用的主要网络服务,为中小企业开展网络营销提供了更好的机会——面向搜索引擎开展网络营销,其主要策略包括做好面向搜索引擎的网站及网页优化设计;搞好面向搜索引擎的网站推广工作;面向搜索引擎发布关键词广告、过搜索引擎获取企业所需信息等。[关键词]中小企业;搜索引擎;网络营销[中图分类号]F713,3[文献标识码]A[文章编号]1672-0598(2003)05-0056-03中小企业由于自身实力的限制,没有能力象大中型企业那样售商的开店选址。企业的网站在搜索结果中选择排名越靠前,吸进行高举高打的营销。随着互联网的迅猛发展,借助网络开展营引网民点击进入企业网站浏览的概率越高,潜在的销售和利润也销成为许多中小企业的共识,这也为他们提供了更多的机会。特越大。因此,企业网站能够在搜索引擎龙头Google的搜索结果中别是新一代专业网络搜索引擎的出现,为中小企业开展网络营销有一个好的排名位置,就相当于在上海的南京路或重庆的解放碑较好地解决了这一难题。据中国互联网络信息中心(CNNIC)2003占据了一席之地。年1月发布的《中国互联网络发展状况统计报告》搜索引擎是网中小企业开展面向搜索引擎的网络营销,可以从以下四个方民使用最多的服务,仅次于电子邮件,并且它还是网民知悉新网站面入手:的首选途径。因此面向搜索引擎开展网络营销应该是中小企业开展网络营销的切入点和着力点。不同的搜索引擎有不同排名规则和特点索引擎的基本规则基础上,采取相应的策略和措施,有效利用搜索性地面向搜索引擎优化设计网站及网页,提高在搜索引擎中的排引擎获取和发布信息,使网民在通过搜索引擎或与搜索引擎相关名。具体工作主要包括:的途径寻找和搜索信息时,企业网站能够排在搜索结果前列,提升网民点击进入企业网站或网页以进一步了解他所需要的信息的概得到的下几点中小企业面向搜索引擎开展网络营销,首先,有助于企业抓住(1)牢记填写标题。网页页面中包含有类似“
新浪首主要矛盾,将有限的资源进行集中投放,提高资源的使用效率。其页”的隐含信息,用以说明当前网页中主要内容的关键次,能够适应网民上网习惯,最大限度地使其在更短时间内更容易词。在设计网页时一定记着将网页标题填写进</title(中。因为页面标题在搜索引擎的关键词命中过程中往往有着其基本搜索规则,号称其搜索结果没有“人为”干扰因素的影响,搜更高的比重,有更高的得分,从而使搜索结果排名更靠前。索结果排名是网民选择的结果。这本身也是一种吸引力,吸引着更多的网民作出趋同选择,从而有助于提升中小企业在网络中的企业形象。企业在搜索引擎中的搜索结果排名位置,犹如传统零(2)注意标题长度和内容。搜索引擎一般会忽略长标题,所以标题长度一般控制在40个字符,即20个汉字以内,并尽可能将主要关键词放在标题靠前的位置。标题内容应尽可能用一些人们可Oct.2003Ξ一、做好面向搜索引擎的网站及网页优化设计面向搜索引擎开展网络营销,就是企业在认识和把握网络搜1重视关键词设计搜索引擎的搜索结果排名是搜索关键词在网页中的匹配度而率,从而提高企业网络营销效率的一系列活动。通,““网页排名”PageRank)作为>”地找到你。第三,新一代搜索引擎以Ξ[[收稿日期]2003-05-07作者简介]黄辉(1964-),男,重庆市人,重庆工商大学商务策划学院,副教授。56©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.http://www.cnki.netΞ重庆工商大学学报(社科版)黄辉,何文:适合中小企业的网络营销策略2003年第5期以通过关键词找到的词,但注意标题中的词应与内容相符,如果所用关键词在超过一半的网页内容中都没有,可能会被搜索引擎排二、做好面向搜索引擎的网站推广工作企业网站建起来后,还应加强网站推广,让更多的网民知道。主要工作包括:(3)不同内容网页使用不同的网页标题。这样能让网站的内仍然需要经过注册,才能被其索引...</div></div><div class="pre-detail-bottom"><a class="pre-detail-more" href="javascript:;" kes-height="0">查看更多 <i class="icon-lower"></i></a></div></div></div><div class="noticeidtxt"><p>1、当您付费下载文档后，您只拥有了使用权限，并不意味着购买了版权，文档只能用于自身使用，不得用于其他商业用途（如 [转卖]进行直接盈利或[编辑后售卖]进行间接盈利）。<br>2、本站所有内容均由合作方或网友上传，本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺！文档内容仅供研究参考，付费前请自行鉴别。<br>3、如文档内容存在违规，或者侵犯商业秘密、侵犯著作权等，请点击“违规举报”。</p></div><div class="noticeidtxt"><p>碎片内容</p></div></div><script> $(function () {
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