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Based on the example of actual keywords operation of building material enterprises, the dissertation focused on the study how search engine and keywords operation 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 medium enterprises in Taiwan cannot afford to spend a lot of money and time in marketing. Therefore, Internet marketing has become the best way of sales channels. Using the keywords operation for Seach Engine Marketing (SEM) is the most economic 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.
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