Last Updated(Beijing Time):2007-04-23 09:08

With the advent of Internet Era, more and more enterprises choose the Internet as an approach for their marketing. The highly efficient and prevalent search engines with a great number of users have become a good method for enterprises to conduct self-promotion online. As disclosed in the Internet Guide 2007-China Internet Survey Report recently issued by the Internet Society of China, the scale of search engines in the market amounted to RMB1.571 billion yuan with a growth rate of 49.52 percent, 11.16 percentage points higher than the growth rate of portal websites, in 2006. It has also become a choice for many e-commerce enterprises to make use of search engine marketing to conduct promotion of enterprises.
As the search engine market has developed in depth up to the present, the competitions between search engine websites have begun to turn from simple competitions in terms of technology and competitions in terms of Cost-Per-Click to a new phase of making use of the unique advantages of websites to get integrated and developed; thus, a new momentum for the development of e-commerce has been brought.
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To assist mid- and small-sized enterprises in their access to the Internet
The market for search engines develops rapidly, but the importance of search engine marketing has not been fully released. The report shows that only less than 600,000 out of the 20 million mid and small-sized enterprises have conducted their search engine marketing. With priority given to Cost-Per-Click in search engine marketing in the past, the operations were rather complex and the costs were rather high and uncontrollable; thus, many small-sized enterprises had to flinch. The http://windows.cn.yahoo.com newly launched by Yahoo.com has been designed as a “primary” search engine marketing products “for mid- small-sized enterprises”, which adopts a simple and easily applicable form of fixed charges so that once a user had made an once for all investment after selecting out its “key words”, it would be unnecessary to worry about any increment to expenditures due to changes in the prices and the number of clicks. Only RMB50 yuan will be charged on each cheapest key word per month and no more than RMB120, 000 yuan will be charged on any one of the most expensive hot key word each year. Such a new kind of search engine marketing has made lower the doorsill for mid- and small-sized enterprises to enter into the field of search engine marketing due to its simplicity and its high price-performance ratio, thus making it possible for mid- and small-sized enterprises, the number of which accounts for over 95 percent of enterprises in China, to make use of search engine marketing to pioneer their own territory in e-commerce.
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To construct a credit platform for enterprises to do e-commerce
There lie two difficult problems in e-commerce: credit and payment. It is the most headachy problem in realizing e-commerce that clients can find a great amount of information through search engines, but it is not easy for them to realize online purchases on condition that there lack credit authentication. It will be an optimal win-win situation if search engine websites can get united with credit authentication websites and it is possible for clients to lock up appropriate targets at any time and conduct online trading in a facile way once they have demands for purpose of consumption and commerce while doing online searching. As Yahoo.com.cn has built up a new kind of Internet aircraft carrier in the form of “search engine plus e-commerce” through its cooperation with alibaba.com, obviously it has been provided with more favorable all-along and all-round service resources. With a combination between the newly launched http://windows.cn.yahoo.com and http://trust.alibaba.com.cn, which provides credit authentication, maps, as well as product pictures, it is possible for netizens to find products need through various search approaches, have real-time contact with the manufacturers through Yahoo Messenger, validate the manufacturers’ credit aptitude through http://trust.alibaba.com.cn, and get directly linked to the trading platform of alibaba.com, thus turning a search for product information into a purchase of products. As a result, the commercial values of search engine marketing will be greatly promoted. It is believed that such a new mode of integration will create conditions for the in-depth development of e-commerce.
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Competitions concerning search engine marketing getting increasingly intense
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Recently, yahoo.com.cn’s senior management expressed in a lofty tone for the first time after the merger of yahoo.com and alibaba.com that it would exert its own advantages and lead the 20 million mid- and small-sized corporate clients in China into a prime age, in which search engine marketing has become fully prevalent, with its consummate, appropriate, and all-along service system of search engine marketing products. Yahoo.com.cn has developed a brand-new layout of Internet marketing products and an industrial plan, which cover large-, mid-, and small-sized corporate clients while getting integrated http://p4p.cn.yahoo.com/, http://windows.cn.yahoo.com, http://trust.alibaba.com.cn, suppliers in China, and yahoo.com’s advertising on media. As analyzed by insiders, yahoo.com after the integration will become a comprehensive supplier, which can provide a set of mature and individualized search engine marketing services for various industries and various enterprises. In the meantime, yahoo.com.cn’s facile and cheap primary search engine marketing services will possibly intrigue a new round of battles striving for clients in search engine marketing due to their large attraction to mid- and small-sized enterprises.
Yahoo.com.cn will make its first-step towards the “golden ages” for search engine marketing by right of its advantages in cooperation, and apparently other Internet magnates also have designed their respect plans to enter into the new era. Baidu.com begins to march into the Japan market, hoping to get itself expanded into an internationalized search platform. Google.com.cn has reinforced the local service function of its search engine through its cooperation with China Netcom and it will get its resources further integrated so as to make it possible to realize services better matched with the demands of commercial clients. Even portal websites have also aimed at the future for the integration of resources for e-commerce, such a trend is represented in the fact the tom.com has followed the example of yahoo.com.cn to realize its cooperation with eBay.
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Source:CE.cn

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