基于搜索引擎的航空公司营销效果评估

发布时间：2018-08-27 15:50

【摘要】：随着网络的高速发展和网络技术的不断创新，计算机网络已经遍及到了地球的各个角落，网络技术的广泛使用，给企业创造了一种崭新的生存空间。我国航空公司最早引入网络营销大约是在1998年前后，随后网络营销的重要性日益显示出来。近几年来，作为网络营销的重要组成部分--搜索引擎营销，，随着搜索引擎的不断发展开始发挥越来越强大的营销作用。随着航空业的竞争越来越激烈，传统营销方式投入成本高，加之现在网络已成为人民日常生活不可缺少的一部分，进行网络营销已经是航空公司普遍采用的方式，但是网络营销中的搜索引擎营销在国内航空公司还未引起广泛重视。在国外，进行搜索引擎营销已经是航空公司推广公司品牌，获得经济效益的一个重要途径。本论文主要内容： 1.对搜索引擎营销的基本概况和国内外研究成果进行了分析，在此基础上阐述了本论文研究的理论基础和实际意义。 2.介绍了搜索引擎的工作原理，搜索引擎营销的方式方法。 3.对航空公司进行搜索引擎营销的影响因素进行分析并得出结论。 4.建立航空公司搜索引擎营销效果评估模型。 5.对国航搜索引擎营销进行案例分析。
[Abstract]:With the rapid development of the network and the continuous innovation of the network technology, the computer network has spread to every corner of the earth. The wide use of the network technology has created a new living space for the enterprise. China's airlines first introduced network marketing around 1998, and then the importance of network marketing has become increasingly obvious. In recent years, search engine marketing, as an important part of network marketing, has been playing a more and more powerful role with the development of search engine. With the competition in the aviation industry becoming more and more fierce, the traditional marketing method has high input cost, and now the network has become an indispensable part of people's daily life, so it is widely used by airlines to carry out network marketing. But the search engine marketing in the network marketing has not caused the widespread attention in the domestic airline. In foreign countries, search engine marketing has been an important way for airlines to promote their brand and obtain economic benefits. The main content of this paper: 1. This paper analyzes the basic situation of search engine marketing and the domestic and foreign research results, and then expounds the theoretical basis and practical significance of this paper. 2. This paper introduces the working principle of search engine, the way and method of search engine marketing. Analyze the influencing factors of airline search engine marketing and draw a conclusion. 4. 4. Establishment of airline search engine marketing effectiveness evaluation model. 5. Air China search engine marketing case study.
【学位授予单位】：中国民用航空飞行学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F562.6

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