| Abstract: | 本研究主在以建材業關鍵字搜尋引擎行銷為例，探討中小企業如何運用搜尋引擎優化(Search Engine Optimization)特性與關鍵字網路行銷的操作達到經濟且有效果的網路行銷的目的。
台灣的中小企業限於規模與資金，無法花費大量的費用與人力做行銷，而網路興起後，網路行銷已成為最佳的行銷方式。而網路行銷又以關鍵字行銷中的搜尋引擎行銷簡稱為SEM最為經濟且有效果。
搜尋引擎優化簡稱為SEO，可使企業與產品自動免費曝光。中小企業可運用SEO做最經濟的關鍵字搜尋引擎行銷，讓潛在客戶搜尋時能優先找到公司和產品。
一套無需專業網路與行銷人員就能運作的簡易的搜尋引擎優化行銷參考操作方法，對無專業網銷人員及資金有限的中小企業就非常有用，也是本文探討的主題。
Based on the example of actual keywords operation of building material enter-prises, the dissertation focused on the study how search engine and keywords opera-tion are used by the small and medium enterprises for the purpose of an economic and simple process of Internet marketing.
Due to the limit of the organizational and financial structure, the small and me-dium enterprises in Taiwan cannot afford to spend a lot of money and time in mar-keting. Therefore, Internet marketing has become the best way of sales channels. Using the keywords operation for Seach Engine Marketing (SEM) is the most eco-nomic and effective way for sales.
Search Engine Optimization (SEO) gives the enterprises the opportunity to expose their products to the customers on Internet automatically. The small and medium enterprises (SME) can use SEM for keywords operation free of charge or at little expense, which is the most economical way to let the potential customers find the company and products,.
A standard operation process for “Search Engine marketing” is very much useful for the SME without professional Internet engineers and marketing staff. It is the main research for this dissertation to find a simple, easy and economic marketing way for the SME. |
