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摘要从1970年,互联网应用开始至今,互联网技术经历了疯狂非理性的发展阶段,技术重整阶段,而进入到了今日仍在深刻演变并带来深远影响中的web2.0时代"在这40年中,我国互联网经济的发展势不可挡,2005年至2010年期间,国内互联网经济的发展速度远远超过国内GDP的增速，互联网应用对国内经济的发展产生了深远的影响。而其中的网络搜索技术,更是在近年内,跟随互联网应用的强劲势头得到了充分的发展，目前我国搜索引擎用户占全体互联网用户总数的比例早已超过了70%,用户数量也已突破2亿大关。借助网络搜索平台技术的迅速发展,竞价排名搜索这一新的网络推广模式从2000年开始应用至今,以其推广地高精准度,低进入门槛,和成本可控等优势,迅速的虏获了各类商家，目前竞价排名搜索成为国内外各大搜索引擎和行业门户网站的运营主要收益模式。44056
在此背景下,本文中以淘宝网直通车这一竞价排名搜索栏目的数据为基础,搜集了广告主真实的成本和收益数据进行实证研究,以弥补以往研究在此方面的不足,真实地估计竞价排名的实际效果。通过实际操作直通车得到的数据进行分析，来对搜索引擎营销的运营和绩效进行研究。希望能够分析出搜索引擎营销在实际生产生活中能起到的作用。
Abstract：From 1970, since the start of Internet applications, Internet technology has undergone crazy irrational stage of development, technology reforming stage, and today is still deeply into the evolution and far-reaching implications in the web2.0 era "in 40 years , China's Internet economy is unstoppable, during 2005-2010, the pace of development of the domestic Internet economy far more than the country's GDP growth rate of Internet use on the domestic economy had a profound impact. And one of the Web search technology, even in recent years, following the momentum of Internet applications has been fully developed, China's search engine users accounted for the proportion of all Internet users already total more than 70%, the number of users has exceeded 200 million mark. With Web search platform the rapid development of technology, PPC search network to promote this new model has been applied since 2000, with its promotion of high accuracy, low barriers to entry, and cost control and other advantages, the rapid capture of all types of businesses, currently PPC search operators become major revenue model search engines and major domestic industry portal.
In this background, this article in ranking search taobao train the bidding program, on the basis of the data collected advertisers real cost and revenue data for empirical research, in order to make up for the inadequacy of previous research in this aspect, accurately estimate the actual effect of bidding. Analysis by using data obtained from practical operation through train, to research on operation and performance of search engine marketing. Hope to be able to analysis the search engine marketing can play an role in the actual production and living.
毕业论文关键词：搜索引擎营销; 竞价排名; 实例分析; 运营与绩效研究;
Keyword:Search Engine Marketing ; PPC; Case Study; Study on the operation and performance
目 录
1. 引言 4
1.1 研究背景和意义 4
1.2 国内外研究现状 4
1.2.1 国内研究 4
1.2.2 国外研究 5
1.3 研究内容 5
1.4研究方法 5
2．搜索引擎营销之付费搜索的理论分析