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論文中文名稱:搜尋引擎行銷應用於電子商務網站架構之研究 [以論文名稱查詢館藏系統]
論文英文名稱:Applying Search Engine Marketing to E-commerce Website Architecture [以論文名稱查詢館藏系統]
院校名稱:臺北科技大學
學院名稱:管理學院
系所名稱:資訊與運籌管理研究所
畢業學年度:99
出版年度:100
中文姓名:王國連
英文姓名:Kuo-Lien Wang
研究生學號:98938003
學位類別:碩士
語文別:中文
口試日期:2011-06-22
論文頁數:53
指導教授中文名:翁頌舜
指導教授英文名:Sung-Shun Weng
口試委員中文名:吳瑞堯;楊欣哲
口試委員英文名:Rui-Yao Wu;Shin-Jer Yang
中文關鍵詞:電子商務搜尋引擎行銷搜尋引擎最佳化社群行銷
英文關鍵詞:E-commerceSearch Engine MarketingSearch Engine OptimizationSocial Marketing
論文中文摘要:搜尋引擎現今已變成網路使用者必須的工具,透過搜尋引擎所產生的行銷模式也逐漸演進成各種形式,統稱SEM。本研究以其他書籍與文獻提出的SEM架構整理為基礎,將架構分為流量導入與網站優化兩類,分別加入社群行銷與UEO,重新檢視SEM為符合現今趨勢的結構,探討最佳的電子商務網站的經營與設計架構,將此架構應用至實務網站,以Google Analytics的網站流量與使用者行為數據驗證本研究提出之SEM的有效性;最後,研究結果也證實經營社群對網站流量與UEO對於探討電子商務網站有極大的影響,證實本研究所提出之SEM架構。未來開發者可以參考SEM架構的項目導入,設計出具備SEO與UEO的網站。
論文英文摘要:Search engines have become an indispensable tool for Internet users. There are also lots of marketing models deriving from Search engines, called SEM. In this study, we divided SEM structure into two types: flow into and website optimization based on SEM structure proposed by other books and literatures. Besides, we added social marketing and UEO respectively. Then, we re-examine the SEM, and make it be in line with current trends under the structure of the best E-commerce. Here, we used Google Analytics online tools to verify the effectiveness of proposed SEM by collecting website traffic and user behavior data. In conclusion, the results confirmed that the social marketing and UEO have great effectiveness in E-commerce sites. The SEM structure proposed in this study is well-confirmed. In the future, website developers can design websites with SEO and UEO referring to the SEM-based import.
論文目次:摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
圖目錄 vi
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 4
1.3 研究目的 4
1.4 研究範圍 5
1.4.1 研究對象 6
1.4.2 研究時程 6
1.5 研究流程 6
第二章 文獻探討 9
2.1 搜尋引擎行銷 9
2.2 搜尋引擎 10
2.2.1 搜尋引擎的種類 11
2.2.2 搜尋引擎工作原理 13
2.3 搜尋引擎最佳化 15
2.3.1搜尋引擎最佳化的執行與建議 16
2.4 使用經驗最佳化 20
2.4.1使用經驗最佳化的目標 20
2.5 Google Analytics 23
第三章 研究方法 25
3.1 研究架構 25
3.1.1 關鍵字分析作法 27
3.1.2 使用經驗最佳化(UEO)補充作法 28
3.1.3 搜尋引擎最佳化(SEO)補充作法 31
3.1.3.1 網站結構最佳化 31
3.1.3.2 關鍵字置入 32
3.2 實驗流程 33
3.3 實驗結果驗證 34
第四章 實驗結果 34
4.1 實驗導入前階段 35
4.1.1 導入前流量變化分析 35
4.2 實驗導入中階段 37
4.2.1 實驗架構導入 37
4.2.2 導入中流量變化分析 42
4.3 實驗導入後階段 44
4.3.1 導入後流量變化分析 44
4.3.2 導入後使用者行為分析 46
第五章 結論與未來建議 48
5.1 研究結論 48
5.2 使用性分析與建議 49
5.3 未來研究建議 49
參考文獻 51
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論文全文使用權限:同意授權於2011-08-04起公開