摘  要互联网的蓬勃发展使得我们每一个人都当之无愧的称之为网民，据CNNIC数据显示，截至2016年末，我国网民数量已达7。31亿人，环比上半年7。1亿人增长2。96%，而搜索引擎作为我们平时最常使用的互联网平台之一，其价值更是不可估量。大数据时代，企业与消费者的有效沟通和互动变得简单，又不简单。89709

在当今膨胀的大数据时代中，精准有效的收集对自身有益的消费者信息已经成为所有营销者费尽心力的诉求。而如今，在搜索引擎的普遍应用下，消费者的需求正在主动的通过搜索引擎源源不断的进入互联网的大数据库中，为企业的推广和营销提供了巨大的便利和契机。双方依托搜索平台进行对接，期待最契合的连接点，相互得到满足。

而任何成功的营销都离不开与时俱进的营销理论的支持与指导。纵观近几十年的营销理论中，我们不难发现，由4P理论至4C理论的演变巧妙的彰显了消费者在营销过程中地位的提升。而根据最新提出的SIVA理论，更是以消费者的需求为核心。消费者已在企业开展营销活动中占据核心地位。而当搜索平台注入SIVA理论的核心思想后，更为企业营销开辟了一条全新的道路，不仅以消费者为中心，更要了解消费者真正的需求，与消费者对话。同时可以与消费者互动，引导其主动进取企业，实现销售目的。简言之，SIVA理论可以在搜索平台上得到完整体现。

本文基于SIVA理论，通过查阅中外文献，提出了关于企业搜索引擎营销的策略，与理论相结合，通过相关案例进行具体分析和详细研究。

毕业论文关键词：大数据；搜索引擎营销；SIVA理论；消费者行为；

Abstract According to CNNIC data show that as of the end of 2016, the number of Internet users in China has reached 711 million people, the first half of the 710 million growth of 2。96%, while the search engine as we are the number of Internet users in China, Usually one of the most commonly used Internet platform, its value is immeasurable。 Big data age, business and consumer communication and interaction is simple and simple。

In today's era of expansion of large data, accurate and effective collection of consumer information on their own has become a marketing effort for all marketers。 Nowadays, under the universal application of search engine, consumer demand is actively through the search engine to enter the Internet's large database, for the promotion and marketing of enterprises to provide a great convenience and opportunities。 The two sides rely on the search platform for docking, look forward to the most appropriate connection points, to be met with each other。

And any successful marketing are inseparable from the marketing theory of the times support and guidance。 Looking at the marketing theory in recent decades, we can easily find that the evolution from 4P theory to 4C theory cleverly demonstrates the promotion of consumers in the marketing process。 And according to the latest proposed SIVA theory, but also to consumer demand as the core。 Consumers have been in the enterprise to carry out marketing activities occupy the core position。 And when the search platform into the SIVA theory of the core ideas, more business marketing opened up a new path, not only to the consumer as the center, but also to understand the real needs of consumers, dialogue with consumers。In short, SIVA theory can be fully reflected in the search platform。

Based on the theory of SIVA, this paper puts forward the strategies and suggestions on the marketing of enterprise search engine by referring to the Chinese and foreign literatures, and then introduces the framework of the theory, and makes a detailed analysis and detailed study of the theory and related cases。