目录 导读 1
序 1
**章 企业*需要的网络营销形式：简单实用 6
**节 网络营销概念的变迁 6
第二节 网络营销“总”当时：早起的鸟儿有食吃 8
第三节 网络营销从公司起名开始 10
第四节 企业可能用到的网络营销手段 13
一、网络媒体广告营销 13
二、搜索引擎营销 14
三、贸易信息平台营销 14
四、分类信息网站和黄页网站营销 15
五、电商零售平台营销 15
六、采用聊天工具直销 16
七、邮件营销 16

目录 导读 1
序 1
**章 企业*需要的网络营销形式：简单实用 6
**节 网络营销概念的变迁 6
第二节 网络营销“总”当时：早起的鸟儿有食吃 8
第三节 网络营销从公司起名开始 10
第四节 企业可能用到的网络营销手段 13
一、网络媒体广告营销 13
二、搜索引擎营销 14
三、贸易信息平台营销 14
四、分类信息网站和黄页网站营销 15
五、电商零售平台营销 15
六、采用聊天工具直销 16
七、邮件营销 16<h1><b>目录</b><b> </b><b> </b></h1> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">导读</span></span> 1</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">序</span></span> 1</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">**章</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">企业*需要的网络营销形式：简单实用</span></span> 6</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">**节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">网络营销概念的变迁</span></span> 6</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第二节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">网络营销</span>“总”当时：早起的鸟儿有食吃</span> 8</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第三节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">网络营销从公司起名开始</span></span> 10</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第四节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">企业可能用到的网络营销手段</span></span> 13</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">一、网络媒体广告营销</span></span> 13</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">二、搜索引擎营销</span></span> 14</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">三、贸易信息平台营销</span></span> 14</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">四、分类信息网站和黄页网站营销</span></span> 15</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">五、电商零售平台营销</span></span> 15</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">六、采用聊天工具直销</span></span> 16</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">七、邮件营销</span></span> 16</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">八、网络收集电话、传真直销</span></span> 16</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">九、微信、微博、微营销</span></span> 17</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">十、内容营销：软文、视频、图片、音频</span></span> 17</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">十一、第三方应用平台</span></span> 18</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第五节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">广义搜索引擎营销：程咬金的三斧半</span></span> 18</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第六节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">理性面对微营销和电商平台</span></span> 24</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第七节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">网络营销的经纬度</span></span> 27</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第八节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">网络营销的漏斗和沙漏效应</span></span> 32</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第二章</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">网络营销的基础建设：不止建站这么简单</span></span> 37</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">**节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">企业宣传平台：</span></span><span style="text-decoration: underline;">PC </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">移动</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">微信</span></span> 37</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第二节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">如何建设适合网络营销的企业网站</span></span> 40</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">一、网站域名的取舍</span></span> 40</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">二、网站内容管理系统（</span></span><span style="text-decoration: underline;">CMS</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">）的选择</span></span> 41</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">三、网站服务器和空间的选择</span></span> 41</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">四、网站栏目的设立</span></span> 42</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">五、网站功能设置</span></span> 45</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第三节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">量身定制网络营销策划方案</span></span> 45</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第四节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">组建网络营销团队</span></span> 47</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第五节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">原创内容：*难执行的任务</span></span> 49</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">一、原创内容的好处</span></span> 49</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">二、什么是原创</span></span> 51</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">三、难在哪儿</span></span> 51</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第六节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">外包给第三方还是自己做</span></span> 53</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第七节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">细节决定成败：不可忽视的软硬件</span></span> 54</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第三章</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">如何做好搜索推广（</span></span><span style="text-decoration: underline;">SEM</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">）</span></span> 58</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">**节</span></span><span style="text-decoration: underline;"> 80%</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">的业务来自于搜索推广</span></span> 58</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">一、搜索推广的优势</span></span> 59</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">二、搜索推广的劣势</span></span> 60</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第二节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">百度广告开户应注意的问题</span></span> 60</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第三节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">我为什么不做网盟广告和手机端广告</span></span> 64</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第四节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">搜索推广的层级：账户</span></span> 71</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第五节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">搜索推广的层级：计划和单元</span></span> 82</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第六节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">关键词和否定词的应用</span></span> 87</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第七节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">网络营销的*高境界：广告创意</span></span> 95</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第八节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">管理好搜索推广的工具和报表</span></span> 105</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">一、【推广实况】</span></span> 105</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">二、【实时访客】</span></span> 107</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">三、【搜索词报告】</span></span> 107</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">四、【关键词管理】</span></span> 110</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">五、【数据报告】</span></span> 113</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">六、【竞争对手分析】</span></span> 115</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第九节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">防恶意点击全攻略</span></span> 116</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第四章</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">如何让企业官网有免费的流量（</span></span><span style="text-decoration: underline;">SEO</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">）</span></span> 128</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">**节</span></span><span style="text-decoration: underline;"> SEO</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">不光是百度排名这么简单</span></span> 128</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">一、自然排名的优势</span></span> 129</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">二、自然排名的劣势</span></span> 130</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第二节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">好的建站系统（</span></span><span style="text-decoration: underline;">CMS</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">）是**步</span></span> 131</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第三节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">网页头部优化和正文优化</span></span> 135</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第四节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">网站更新和文章采编</span></span> 141</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第五节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">对待链接就像对待恋爱</span></span> 145</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第六节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">点击有用，也得会用才行</span></span> 149</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第七节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">当心中了</span></span><span style="text-decoration: underline;">SEO</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">的各种机关</span></span> 151</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第五章</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">如何充分利用免费的第三方平台：灌水</span></span> 154</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">**节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">免费的网络营销也可以很强大</span></span> 154</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">一、灌水的优势</span></span> 154</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">二、灌水的劣势</span></span> 155</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第二节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">你不知道的灌水功效</span></span> 155</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第三节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">如何选择合适的免费平台</span></span> 158</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第四节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;">“到什么山唱什么歌”：灌水技巧</span> 162</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第五节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">发布免费信息用人工还是软件</span></span> 166</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第六节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">程咬金的半斧：付费的第三方平台</span></span> 167</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第六章</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">大宗</span></span><span style="text-decoration: underline;">B2C</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">和</span></span><span style="text-decoration: underline;">B2B</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">企业的整合网络营销</span></span> 172</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">**节</span></span><span style="text-decoration: underline;"> “</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">听风者</span></span><span style="text-decoration: underline;">”</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">：网站统计工具能看到的一切</span></span> 172</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第二节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">关键词的全面收集与综合应用</span></span> 180</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第三节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">完整的三斧半：</span></span><span style="text-decoration: underline;">SEM SEO </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">灌水</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">付费平台</span></span> 185</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第四节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">整合网络营销的全流程图</span></span> 189</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第五节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">黏性营销来助攻：微信</span></span><span style="text-decoration: underline;"> QQ ……</span> 192</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第七章</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">企业网络营销经验谈</span></span> 194</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">**节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">小微企业可以利用的百度大数据</span></span> 195</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第二节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">网络营销和长尾理论</span></span> 203</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第三节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">百度也有算不清的时候</span></span> 207</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第四节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">如何提防来自网络的骗子</span></span> 214</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第五节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">防不胜防的网络黑手</span></span> 219</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">一、</span></span><span style="text-decoration: underline;">DDOS</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">攻击</span></span> 219</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">二、网站被黑</span></span> 220</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">三、霸屏软件</span></span> 222</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">四、抹黑</span></span> 224</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">五、负面信息</span></span> 225</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">六、网络敲诈</span></span> 226</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">七、恶意点击</span></span> 228</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第六节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">如何考核网络营销团队</span></span> 229</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第七节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">注意网络营销的交接工作</span></span> 231</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第八节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">分享：网络营销外包服务合同</span></span> 232</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第九节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">分享：网络营销的周工作报表</span></span> 235</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">一、表格一：关键词累积表</span></span> 235</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">二、表格二：关键词逻辑表</span></span> 236</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">三、表格三：否定词表</span></span> 237</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">四、表格四：有效访问记录</span></span> 237</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">五、表格五：百度竞价表</span></span> 238</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">六、表格六：网站</span></span><span style="text-decoration: underline;">SEO</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">指数表</span></span> 238</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">七、表格七：网站自然排名表</span></span> 239</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">八、表格八：重要灌水平台</span></span> 239</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">九、表格九：灌水内容汇总表</span></span> 240</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">十、表格十：新注册灌水平台</span></span> 240</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">十一、表格十一：灌水排名</span></span> 241</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">十二、表格十二：新增文章</span></span> 241</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">十三、表格十三：友情链接监测表</span></span> 242</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第八章</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">企业网络营销实战案例</span></span> 243</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">**节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">授人以渔不如授人以欲</span></span> 243</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">一、案例前言</span></span> 243</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">二、案例背景</span></span> 244</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">三、组织架构</span></span> 244</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">四、案例描述</span></span> 245</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">五、案例分析</span></span> 247</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">六、案例延伸</span></span> 247</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第二节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">数据会说话</span></span> 248</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第三节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">行业龙头的绝地反击</span></span> 251</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">一、手段</span></span><span style="text-decoration: underline;">1</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">：用霸屏软件，篡改客户的百度搜索页面</span></span> 252</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">二、手段</span></span><span style="text-decoration: underline;">2</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">：</span></span><span style="text-decoration: underline;">DDOS</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">攻击</span></span><span style="text-decoration: underline;">——</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">网站打不开了</span></span> 252</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">三、手段</span></span><span style="text-decoration: underline;">3</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">：百度搜索抹黑</span></span> 252</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">四、手段</span></span><span style="text-decoration: underline;">4</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">：利用免费平台发布负面信息</span></span> 253</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">五、手段</span></span><span style="text-decoration: underline;">5</span><span style="text-decoration: underline;"><span style="font-family: 宋体;">：恶意点击百度竞价广告，消耗广告费</span></span> 254</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第四节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">老板自己是高手</span></span> 256</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第五节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">如何抓大放小</span></span> 260</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第六节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">不再被骚扰电话困扰</span></span> 264</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第七节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">你的行业比它还难做吗</span></span> 266</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第八节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">把阿里巴巴用到**</span></span> 271</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第九节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">网络时代：从零学做外贸生意</span></span> 274</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第十节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">网络版守株待兔</span></span> 277</p> <p><span style="text-decoration: underline;"><span style="font-family: 宋体;">第十一节</span></span><span style="text-decoration: underline;"> </span><span style="text-decoration: underline;"><span style="font-family: 宋体;">分享客户才能得到更多</span></span> 279</p> <p> </p>显示全部信息免费在线读**章 企业*需要的网络营销形式：简单实用
市面上大部分关于搜索引擎营销的书籍都是狭义的搜索引擎营销（SEM SEO），而广义搜索引擎营销内涵更多。这是本书的主要内容，放在下一节单独讲解，并在后面的章节逐步展开。
三、贸易信息平台营销
我们熟悉的综合贸易信息平台：一类是综合性的信息平台，如阿里巴巴、慧聪、made in china、环球资源网等，这里包罗万象，什么行业都有。另一类是行业性的信息平台，如中国包装网、装修网、中**具网等。一方面，成为这些B2B网站的企业会员，就会得到这些网站的**，再加上自己使用这些信息平台的一些营销技巧，就会得到一些业务；另一方面，由于这些门户网站的访问量大，在相应的位置投放广告也能得到一些业务。但在众多贸易信息网站面前，到底在哪个网站做广告，会有多大的效果，不好讲。有经济实力的企业，一开始可以多投入几个B2B信息平台，再根据效果决定在哪个网站上多投入，在哪个网站上少投入，甚至是不投入。通过这种手段开展业务的优点是，即使你不会写网站，也能建一个看起来还不错的网站（借助于这些平台的自助建网软件）；缺点是，只要有**你不给这些平台续费，辛苦建成的网站也就没有了。通过贸易信息平台获取业务已经成为某些企业的主要营销手段，但大家需要注意的是，这些平台也都是搜索引擎营销的高手，有强大的网络营销团队在运作，确保大量的资源可以从搜索引擎上攫取，所以贸易信息平台上的网络营销与搜索引擎营销密不可分。
四、分类信息网站和黄页网站营销 几乎每个人都有过这样的经历，刚装好计算机系统，在浏览器上就被绑定了一个主页，上面是一些常用网站，这就是分类信息网站。比如许多人喜欢用的www.hao123.com，还有电视广告上经常看到的58同城和赶集网，都是分类信息网站。这类网站有些像传统的电信大黄页，厚厚一本包括了许多单位的电话和广告信息，方便人们查找。不喜欢打字或者对网络不太熟悉的人比较喜欢用这种方式一级一级地分类查找相关信息，而不像刚才提到的搜索引擎，需要在搜索栏输入准确的关键词才能找到想要的信息。中小型企业可关注与自己行业相关的分类信息网站，这些行业性的分类信息网站有许多都是免费的，把自己的企业网站填写进去，写一段像样的广告词，有时也会得到意想不到的效果。跟上一点相同，这类平台也需要靠搜索引擎获取大量的流量，也是广义搜索引擎营销重要的第三方平台。
五、电商零售平台营销

张进：是网络营销书籍《传统行业如何用网络拿订单》的作者，上海添力网络科技有限公司CEO，中国*早一批网络营销从事者之一， 工业品营销研究院的网络营销**讲师， 多家知名企业的常年网络营销顾问， 曾先后担任过几家企业的厂长、公司副总，他创建的添力网络营销战法，简单而实用，让广大的中小型企业受益。