siva營銷案例

Ⅰ 急求關於市場營銷或則房地產相關的英文論文

Marketing is an integrated communications-based process through which indivials and communities discover that existing and newly-identified needs and wants may be satisfied by the procts and services of others.

Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. [1] The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to buy or sell goods or services.

Marketing practice tends to be seen as a creative instry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research. Seen from a systems point of view, sales process engineering views marketing as a set of processes that are interconnected and interdependent with other functions[2], whose methods can be improved using a variety of relatively new approaches.

Marketing is influenced by many of the social sciences, particularly psychology, sociology, and economics. Anthropology and neuroscience are also small but growing influences. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. The marketing literature is also infamous for re-inventing itself and its vocabulary according to the times and the culture.

Contents [hide]
1 Four Ps
2 Proct
2.1 Branding
3 Marketing communications
3.1 Advertising
3.1.1 Functions and advantages of successful advertising
3.1.2 Objectives
3.1.3 Requirements of a good advertisement
3.1.4 Eight steps in an advertising campaign
3.2 Personal sales
3.3 Sales promotion
3.4 Marketing Public Relations (MPR)
4 Customer focus
5 Proct focus
6 Areas of marketing specialization
7 See also
8 Related lists
9 References
10 Further reading
11 External links

[edit] Four Ps
Main article: Marketing mix
In the early 1960s, Professor Neil Borden at Harvard Business School identified a number of company performance actions that can influence the consumer decision to purchase goods or services. Borden suggested that all those actions of the company represented a 「Marketing Mix」. Professor E. Jerome McCarthy, also at the Harvard Business School in the early 1960s, suggested that the Marketing Mix contained 4 elements: proct, price, place and promotion.

Proct: The proct aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. The scope of a proct generally includes supporting elements such as warranties, guarantees, and support.
Pricing: This refers to the process of setting a price for a proct, including discounts. The price need not be monetary; it can simply be what is exchanged for the proct or services, e.g. time, energy, or attention. Methods of setting prices optimally are in the domain of pricing science.
Placement (or distribution): refers to how the proct gets to the customer; for example, point-of-sale placement or retailing. This third P has also sometimes been called Place, referring to the channel by which a proct or service is sold (e.g. online vs. retail), which geographic region or instry, to which segment (young alts, families, business people), etc. also referring to how the environment in which the proct is sold in can affect sales.
Promotion: This includes advertising, sales promotion, publicity, and personal selling. Branding refers to the various methods of promoting the proct, brand, or company.
These four elements are often referred to as the marketing mix,[3] which a marketer can use to craft a marketing plan.

The four Ps model is most useful when marketing low value consumer procts. Instrial procts, services, high value consumer procts require adjustments to this model. Services marketing must account for the unique nature of services.

Instrial or B2B marketing must account for the long term contractual agreements that are typical in supply chain transactions. Relationship marketing attempts to do this by looking at marketing from a long term relationship perspective rather than indivial transactions.

As a counter to this, Morgan, in Riding the Waves of Change (Jossey-Bass, 1988), suggests that one of the greatest limitations of the 4 Ps approach "is that it unconsciously emphasizes the inside–out view (looking from the company outwards), whereas the essence of marketing should be the outside–in approach".

[edit] Proct
Main article: New Proct Development

[edit] Branding
Main article: Brand
A brand is a name, term, design, symbol, or other feature that distinguishes procts and services from competitive offerings. A brand represents the consumers' experience with an organization, proct, or service. A brand is more than a name, design or symbol. Brand reflects personality of the company which is organizational culture.

A brand has also been defined as an identifiable entity that makes a specific value based on promises made and kept either actively or passively.

Branding means creating reference of certain procts in mind.

Co-branding involves marketing activity involving two or more procts.

[edit] Marketing communications
Marketing communications breaks down the strategies involved with marketing messages into categories based on the goals of each message. There are distinct stages in converting strangers to customers that govern the communication medium that should be used.

[edit] Advertising
Paid form of public presentation and expressive promotion of ideas
Aimed at masses
Manufacturer may determine what goes into advertisement
Pervasive and impersonal medium

[edit] Functions and advantages of successful advertising
Task of the salesman made easier
Maximize sales
Publicity
Brand building
Create awareness
Persuade buyers
Introction of new proct
Enable market leadership
To face competition
To inform changes
To counteract to competitors advertisement
To enhance goodwill

[edit] Objectives
Maintain demand for well-known goods
Introce new and unknown goods
Increase demand for well-known goods/procts/services

[edit] Requirements of a good advertisement
The AIDA principle. Attention, Interest, Desire and Action

Attract attention (awareness)
Stimulate interest
Create a desire
Bring about action (to buy the proct)

[edit] Eight steps in an advertising campaign
Market research
Setting out aims
Budgeting
Choice of media (television, newspaper/magazines, radio, web, outdoor)
Choice of actors and players (New Trend)
Design and wording
Co-ordination
Test results

[edit] Personal sales
Oral presentation given by a salesperson who approaches indivials or a group of potential customers:

Live, interactive relationship
Personal interest
Attention and response
Interesting presentation
Clear and thorough.

[edit] Sales promotion
Short-term incentives to encourage buying of procts:

Instant appeal
Anxiety to sell
An example is coupons or a sale. People are given an incentive to buy, but this does not build customer loyalty or encourage future repeat buys. A major drawback of sales promotion is that it is easily copied by competition. It cannot be used as a sustainable source of differentiation.

[edit] Marketing Public Relations (MPR)
Stimulation of demand through press release giving a favourable report to a proct
Higher degree of credibility
Effectively news
Boosts enterprise's image

[edit] Customer focus
Many companies today have a customer focus (or market orientation). This implies that the company focuses its activities and procts on consumer demands. Generally there are three ways of doing this: the customer-driven approach, the sense of identifying market changes and the proct innovation approach.

In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the proct itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is that there is no point spending R&D funds developing procts that people will not buy. History attests to many procts that were commercial failures in spite of being technological breakthroughs.[4]

A formal approach to this customer-focused marketing is known as SIVA[5] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer focus.

The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (proct, price, place, promotion) of marketing management.

Proct → Solution
Promotion → Information
Price → Value
Placement → Access

The four elements of the SIVA model are:

Solution: How appropriate is the solution to the customer's problem/need?
Information: Does the customer know about the solution? If so, how and from whom do they know enough to let them make a buying decision?
Value: Does the customer know the value of the transaction, what it will cost, what are the benefits, what might they have to sacrifice, what will be their reward?
Access: Where can the customer find the solution? How easily/locally/remotely can they buy it and take delivery?
This model was proposed by Chekitan Dev and Don Schultz in the Marketing Management Journal of the American Marketing Association, and presented by them in Market Leader, the journal of the Marketing Society in the UK.

[edit] Proct focus
In a proct innovation approach, the company pursues proct innovation, then tries to develop a market for the proct. Proct innovation drives the process and marketing research is concted primarily to ensure that profitable market segment(s) exist for the innovation. The rationale is that customers may not know what options will be available to them in the future so we should not expect them to tell us what they will buy in the future. However, marketers can aggressively over-pursue proct innovation and try to overcapitalize on a niche. When pursuing a proct innovation approach, marketers must ensure that they have a varied and multi-tiered approach to proct innovation. It is claimed that if Thomas Edison depended on marketing research he would have proced larger candles rather than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus on proct innovation. Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing.

An emerging area of study and practice concerns internal marketing, or how employees are trained and managed to deliver the brand in a way that positively impacts the acquisition and retention of customers (employer branding).
Diffusion of innovations research explores how and why people adopt new procts, services and ideas.
A relatively new form of marketing uses the Internet and is called Internet marketing or more generally e-marketing, affiliate marketing, desktop advertising or online marketing. It tries to perfect the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or one-to-one marketing.
With consumers' eroding attention span and willingness to give time to advertising messages, marketers are turning to forms of permission marketing such as branded content, custom media and reality marketing.
The use of herd behavior in marketing.
The Economist reported a recent conference in Rome on the subject of the simulation of adaptive human behavior.[6] It shared mechanisms to increase impulse buying and get people "to buy more by playing on the herd instinct." The basic idea is that people will buy more of procts that are seen to be popular, and several feedback mechanisms to get proct popularity information to consumers are mentioned, including smart-cart technology and the use of Radio Frequency Identification Tag technology. A "swarm-moves" model was introced by a Princeton researcher, which is appealing to supermarkets because it can "increase sales without the need to give people discounts." Large retailers Wal-Mart in the United States and Tesco in Britain plan to test the technology in spring 2007 .
Marketing is also used to promote business' procts and is a great way to promote the business.

Other recent studies on the "power of social influence" include an "artificial music market in which some 14,000 people downloaded previously unknown songs" (Columbia University, New York); a Japanese chain of convenience stores which orders its procts based on "sales data from department stores and research companies;" a Massachusetts company exploiting knowledge of social networking to improve sales; and online retailers who are increasingly informing consumers about "which procts are popular with like-minded consumers" (e.g., Amazon, eBay).

Ⅱ 百度推廣-搜索營銷新視角的書本目錄

1.1 營銷基礎知識 1
1.1.1 大數據環境下的消費者洞察——SIVA 1
1.1.2 常見的營銷概念辨析 2
1.1.3 定義營銷溝通問題 3
1.1.4 營銷溝通要素 5
1.1.5 營銷溝通手段 8
1.2 認知搜索引擎 9
1.2.1 字典 9
1.2.2 布滿腳印的雪地 11
1.2.3 鑰匙 12
1.2.4 橋梁 12
1.3 從搜索引擎到搜索平台 13
1.3.1 搜索平台的本質 13
1.3.2 搜索平台的營銷價值 14
1.4 搜索引擎商業化歷程 14
1.4.1 早期的艱難探索 15
1.4.2 Overture獨辟蹊徑 15
1.4.3 網路、Google推陳出新 16 2.1 網路搜索推廣概述 18
2.1.1 網路搜索推廣的發展歷程 18
2.1.2 搜索推廣基本模式 19
2.1.3 網民搜索路徑 20
2.2 搜索推廣展現規則及形式 21
2.2.1 搜索結果頁面付費與非付費鏈接布局 21
2.2.2 搜索推廣展現規則 22
2.2.3 搜索推廣展示頻道 24
2.2.4 多種多樣的展示形式 25
2.3 搜索推廣整體流程 25
2.4 搜索推廣排名原理 27
2.4.1 搜索推廣價格排名原理 27
2.4.2 關於質量度 29
2.4.3 關於出價 31
2.4.4 推廣點擊價格演算法 32 3.1 概述 34
3.1.1 網路搜索推廣流程 34
3.1.2 網路搜索推廣方案 35
3.2 投放目標分析 35
3.2.1 了解企業主投放需求 36
3.2.2 投放目標考慮因素 36
3.3 賬戶結構搭建及優化 40
3.3.1 賬戶結構設置通用技巧 40
3.3.2 不同類型賬戶的結構劃分 41
3.3.3 優化小結 42
3.3.4 賬戶結構範例 42
3.4 關鍵詞優化策略 43
3.4.1 製作關鍵詞方案的步驟 43
3.4.2 關鍵詞的後期優化 55
3.5 推廣創意優化策略 57
3.5.1 創意的基本要求 57
3.5.2 URL鏈接設置及優化 61
3.5.3 創意展示方式和數量 62
3.5.4 推廣創意優化 63
3.5.5 A/B測試與創意優化 65
3.6 搜索推廣賬戶設置 69
3.6.1 設置地域 69
3.6.2 每日消費限額 70
3.6.3 推廣時段 70
3.6.4 IP排除 71
3.7 賬戶數據監測與優化 71
3.7.1 重點優化指標解讀 71
3.7.2 賬戶檢查方法 76
3.7.3 優化樣本分析流程 78
3.7.4 數據交叉分析 84
3.8 網路搜索推廣流程 87
3.8.1 整體流程概述 87
3.8.2 推廣前的資質准備 87
3.8.3 推廣前的物料准備 89
3.8.4 推廣物料上線 89
3.8.5 測試期管理 92
3.8.6 穩定期管理 92 4.1 網盟推廣概述 96
4.1.1 網盟推廣的優勢 97
4.1.2 網盟的營銷價值 99
4.2 走近網盟推廣 100
4.2.1 平台運行機制 100
4.2.2 受眾定向技術 100
4.2.3 創意展現形式 104
4.2.4 計費方式 108
4.3 網盟推廣投放方案制定 109
4.3.1 投放前的思考與准備 109
4.3.2 推廣投放流程 110
4.3.3 推廣目標設定 111
4.3.4 投放策略制定 111
4.3.5 賬戶搭建 113
4.3.6 精細投放 119
4.3.7 創意撰寫 121
4.4 網盟推廣的數據監控與優化 123
4.4.1 網盟數據監控方法 123
4.4.2 網盟優化方法 124
4.5 網盟推廣的優化工具 125
4.5.1 網盟系統優化工具 125
4.5.2 網盟推廣增值工具 130
4.6 網盟推廣成功案例分享 136 5.1 汽車企業投放品牌詞和車型詞的必要性及投放策略 140
5.1.1 案例背景 140
5.1.2 品牌詞和車型詞投放的必要性 141
5.1.3 品牌詞和車型詞是汽車企業信息傳遞的必要載體 141
5.1.4 品牌詞和車型詞的投放是品牌形象提升的必要途徑 142
5.1.5 品牌詞和車型詞投放策略 142
5.2 搜索營銷助力新媒體時代電商節日營銷 144
5.2.1 案例背景 144
5.2.2 把握節日營銷時間點 145
5.2.3 節日營銷的關鍵詞展現 146
5.2.4 品牌專區配合SEM展現 148
5.2.5 綜述 149
5.3 搜索路徑助力營銷藍海 150
5.3.1 案例背景 150
5.3.2 搜索路徑概念引入 150
5.3.3 綜述 152
5.4 多管齊下，搜索助力網游營銷「收口」 152
5.4.1 案例背景 152
5.4.2 多線營銷資源整合 153
5.4.3 選詞策略 154
5.4.4 綜述 154
5.5 金融保險行業——壽險的搜索引擎營銷策略 154
5.5.1 案例背景 154
5.5.2 品牌推廣 156
5.5.3 效果推廣 157
5.5.4 綜述 158
5.6 電商行業多產品線賬戶搭建 159
5.6.1 案例背景 159
5.6.2 電商推廣賬戶的搭建 160
5.6.3 綜述 163
5.7 教育行業搜索營銷的時間規律 163
5.7.1 案例背景 163
5.7.2 基礎教育行業 164
5.7.3 出國留學行業 165
5.7.4 語言培訓行業 167
5.7.5 職業教育行業 168
5.7.6 綜述 169 6.1 網路營銷產品背景簡介 171
6.2 企業品牌傳播窗口——品牌專區 174
6.2.1 什麼是品牌專區 174
6.2.2 品牌專區展現樣式 175
6.2.3 品牌專區的營銷價值 184
6.2.4 品牌專區案例 185
6.2.5 常見問題Q&A 186
6.3 創新型品牌宣傳平台——品牌地標 187
6.3.1 品牌地標是什麼 187
6.3.2 品牌地標展現樣式 187
6.3.3 產品特性及意義 190
6.3.4 經典案例 191
6.3.5 常見問題Q&A 192
6.4 激活LBS營銷傳播——網路地圖推廣 192
6.4.1 網路地圖推廣介紹 192
6.4.2 為什麼使用網路地圖推廣 192
6.5 更精準的SNS營銷——貼吧推廣 194
6.5.1 什麼是貼吧推廣 194
6.5.2 產品資源與特性 195
6.5.3 經典案例 200
6.5.4 常見問題Q&A 201
6.6 移動時代的商機——無線搜索推廣 202
6.6.1 無線搜索推廣簡介 202
6.6.2 無線搜索推廣展現形式 202
6.7 企業APP推廣利器——無線搜索APP推廣 204
6.7.1 為什麼要做無線搜索APP推廣 204
6.7.2 如何加入無線搜索APP推廣 206
6.7.3 常見問題Q&A 207
6.8 移動內容資源精準定位——無線聯盟 208
6.8.1 移動網盟的發展及現狀 208
6.8.2 移動視頻介紹 209
6.9 營銷產品整合運用 209
6.9.1 互聯網營銷發展背景 209
6.9.2 營銷產品組合策略 210
6.9.3 綜述 213 7.1 網站流量分析工具——網路統計 214
7.1.1 網路統計簡介 214
7.1.2 網路統計安裝指南 216
7.1.3 網路統計功能介紹 220
7.1.4 網站分析維度 229
7.2 搜索推廣幫助利器——網路推廣客戶端 231
7.2.1 網路推廣客戶端簡介 231
7.2.2 網路推廣客戶端操作指南 232
7.2.3 網路推廣客戶端使用指南 233
7.3 電話商務溝通工具：網路離線寶 237
7.3.1 網路離線寶簡介 237
7.3.2 網路離線寶使用指南 242
7.3.3 網路離線寶常見問題Q&A 242
7.4 網路指數 243
7.4.1 什麼是網路指數 243
7.4.2 網路指數的價值 243
7.4.3 網路指數的兩個重要概念 244
7.4.4 注冊版網路指數 244
7.4.5 網路指數的引用 245
7.4.6 網路指數的注冊 245
7.4.7 網路指數功能詳解 245
7.5 網路風雲榜 247
7.5.1 什麼是網路風雲榜 247
7.5.2 網路風雲榜相關指標解釋 247
7.5.3 搜索風雲榜主要功能介紹 247
7.6 網路品牌探針 249
7.6.1 品牌探針的由來 249
7.6.2 品牌探針的組成部分 249
7.6.3 品牌探針的工作原理 251
7.6.4 品牌探針的使用步驟 251
7.6.5 案例 252
7.7 網路商橋 253
7.7.1 網路商橋簡介 253
7.7.2 網路商橋的主要功能 255 8.1 企業的互聯網思想 260
8.1.1 營銷模式的改變意味著什麼 260
8.1.2 傳統企業做互聯網營銷的選擇 261
8.1.3 傳統企業是做電商化還是網路營銷化 261
8.1.4 企業的營銷選擇和戰略部署 262
8.2 消費者行為探究到營銷型網站建設 263
8.2.1 客戶消費行為流程分解 263
8.2.2 打開從搜索到購買的黑匣子 264
8.2.3 從消費者行為模式到營銷型網站的建設 264
8.3 企業搜索營銷的實施框架 265
8.3.1 企業搜索營銷准備要素 265
8.3.2 籌備期——准備投放SEM 266
8.3.3 上線期——開始投放SEM 266
8.3.4 優化期——持續投放SEM 267 9.1 網路認證背景 268
9.1.1 網路認證誕生的背景 268
9.1.2 網路認證簡介 269
9.1.3 網路認證執行機構——網路營銷研究院 269
9.1.4 網路認證未來發展目標 270
9.1.5 網路認證合作夥伴 270
9.1.6 聯系方式 271
9.2 網路認證（個人認證）體系 271
9.2.1 基礎級認證 271
9.2.2 初級認證 272
9.2.3 中級認證 274
9.2.4 高級認證 275
9.3 網路認證（個人認證）培訓體系 276
9.3.1 網路認證線下培訓 276
9.3.2 網路認證線上培訓 278
9.3.3 網路認證出版物 278
附錄A 練習題 279
附錄B 搜索營銷常用指標標准化定義 286

Ⅲ 舒爾茨的以顧客為導向的SIVA理論

IMC認為，要在21世紀市場上有所建樹、動力和解決問題的方式的深入了解。解決問題，而不是實現企業的銷售額或利潤目標。要認識並了解面臨的問題，需要採用完全不同的思維方式和能力，以可行的消費者和消費行為為數據為基礎制訂營銷計劃，這就是「SIVA」理論。

Ⅳ 整合營銷是什麼意思 整合營銷的特點

整合營銷是一種對各種營銷工具和手段的系統化結合，根據環境進行即時性的動態修正，以使交換雙方在交互中實現價值增值的營銷理念和方法。為了建立，維護和傳播品牌，以及加強客戶關系，整合營銷對品牌進行計劃，實施和監督的一系列營銷工作。
整合營銷的特點：
一：有效管理客戶信息
二：整合的流程
三：SIVA（客戶的問題）與品牌接觸稽查

Ⅳ SIVA範式怎麼樣

前幾天剛看完《關鍵時刻戰略：激活大數據營銷》其實做這么長時間的營銷工作，我自己覺得書里最後的總結挺好，挺全面的。 「把握關鍵時刻，從方案出發，用信息評估，用價值打動，用途徑疏通。」 隨著信息爆炸的時代發展越來越成熟，我們接受信息的途徑越來越多，而營銷的主要宗旨是不會離開消費者，無論什麼花樣，都是為了讓消費者消費，這就讓營銷的模式也萬變不離其宗。 大數據時代的來臨，讓精準營銷變成了一種風潮，而在這種風潮之下，會發現無論多精準的營銷實際上還是離不開「把握關鍵時刻，從方案出發，用信息評估，用價值打動，用途徑疏通。」這幾方面需要配合好，缺一不可，才會達到營銷者想達到的目的。 這就需要營銷人在不斷接受新事物的同時，了解自己的產品，把這幾方面都確實的把握在手裡。搜索引擎觸發的營銷革命，讓我們省去了猜來猜去的麻煩，讓我們有時間和精力放在更重要的營銷環節中。

Ⅵ 網路公關的公關模式

新聞公關也稱新聞行銷，即是以新聞報道的形式行產品或企業宣傳之目的，此乃屬形而上層次的高明行銷手段。同樣是將產品信息傳達給消費者，廣告的張揚與自誇，可能讓人不勝煩擾，而新聞公關的表現方式則顯得客觀、公正，在不動聲息娓娓道來之餘讓君自動入瓮。可以說，新聞公關是公共關系與營銷策略之間的一種巧妙組合。
新聞公關的核心在於傳播。傳播目的在於張揚企業良性信息、提高企業知名度，最後達到促進產品銷售或塑造企業品牌的目的。出色的新聞公關有三個層面的應用：思維創新、品牌傳播與事件營銷。不同層面的新聞公關應用會有不同的效果。 公共關系搜索引擎優化（簡稱PRSEO,其中PR為公關的英文簡稱，SEO為搜索引擎優化的英文簡稱),主要表現以互聯網為平台，根據企業現狀、產品特點和行業特徵，綜合利用各種網路媒體資源平台對企業新聞稿進行合理優化，使軟文獲得搜索引擎穩定的較前排位，從而達到有效宣傳推廣且帶來意向客戶的行為!對於優化軟文新聞稿主要從標題關鍵詞設置、內容關鍵詞密度、發布渠道、超鏈設置等方面入手。
與之相關的一個概念是「搜索引擎營銷」（Search Engine Marketing，簡稱SEM），是基於搜索引擎平台的網路營銷，利用人們對搜索引擎的依賴和使用習慣，在人們檢索信息的時候盡可能將營銷信息傳遞給目標客戶。搜索引擎已經成為網民訪問的重要入口，搜索引擎營銷的重要性日益凸顯。 據CNNIC最新發布的數據，截至2012年6月底，中國網民數量達到5.38億，互聯網普及率近40%，網路在滲透到人們日常生活的各個領域，網路整合公關傳播無疑已經成為顛覆傳統廣告行業不可阻擋的潮流。
影響品牌核心元素應該是企業、員工、顧客三體之間品牌互動行為。但在國內，對品牌互動行為的認知以及對品牌內涵的理解呈現這樣一個特徵：管理者的認知高於一線員工，一線員工又高於消費者。這意味著品牌信息的逐漸流失。正確的做法是把消費者拉進品牌建設隊伍中，變被動為主動從設計開始就徵求其意見，品牌就成了他的作品，這樣的合作關系將會非常持久。
世界營銷之父舒爾茨教授在2012年提出了整合營銷的新方向，即他在美國推進的以解決消費者需求為中心的SIVA理論。SIVA即「解決方案(solutions)、信息(information)、價值(value)、途徑(access)」。舒爾茨認為傳統的4P營銷理論應該被新的SIVA理念代替。這與搜索引擎營銷有著多維度的屬性上的符合。SIVA理論主要是以消費者需求為中心，在消費者解決自身需求的系列行為軌跡上找尋到營銷的關鍵時刻。而搜索引擎營銷在消費者解決自身需求時，亦扮演著非常重要的角色。
搜索引擎提供了一個全新的平台，讓消費者有機會與品牌更有效的溝通。他非常希望能將SIVA理論和搜索引擎營銷平台進一步結合，為廣告主提供更具有指導意義的搜索引擎營銷方法論。

Ⅶ siva理論對seo有哪些參考意義

首先SEO的目的是轉化率，seo的核心就是以人為本，siva理論是消費者兩個的核心主旨都一樣，以往的純SEO已經不適用現在的社會了，如今要結合SIVA營銷來做SEO

Ⅷ 如何做好市場營銷戰略管理

一、基本原則
作為一個有著市場營銷戰略的公司不僅僅需要滿意的客戶，還需要忠誠的客戶。也就是說只有滿足了客戶的需求的價值系統的時候，企業才會產生利潤，包括研發、創新，如果研發、創新沒有對市場的利潤發生作用，那麼企業的投資都是浪費。
團隊和組織原則。很多好的企業都在追求扁平化，每個人都是市場的開拓者，有責任滿足和保留住客戶，包括一把手。IBM前任CEO郭士納在IBM提倡了一個觀念，他說每個人都要進行營銷，包括一把手，很多企業管理失敗的原因就是在這里，很多的領導說客戶不是我的事，我的職責只是管理，我們說這樣的老闆你可以看到他的企業是不可能太成功的。
競爭原則。需要明白的是講市場戰爭學，市場戰爭學的競爭就是價值的競爭，而客戶的價值是客戶的獲益除以客戶的費用，改善客戶的價值是你贏得營銷之戰的關鍵。
二、頂尖原則
整合和組合原則。企業應該明白每一個客戶的個性和特性，要知道他們的特性以後才可以找到共性，並和客戶建立親密的關系，了解他們的要求和期望、需求。很多的銷售人員不懂得滿意度等於實際交付—客戶的期待。客戶保持力原則。比如說我們今天的可樂，不管是百事還是可口可樂，消費者都滿意了，但是如果不忠誠，那麼這個精力還是被浪費了。所以在做自己的推銷或者是企業的推銷的時候，一定要注意「吸引力、滿意度和保持力的成本」。
注重主動的前瞻性原則。你只有主動前瞻了，才等同於負責任，你只有通過不斷變化的市場，通過不斷地更改、調整反應，你才可以成為市場的領導者，成為變革的推動者，甚至作出超乎競爭者預期的變革而成為變革的突然襲擊者。
三、價值原則
品牌原則。價值推進力的第一個推動力是品牌，因為品牌是公司的價值標志。企業只有建立了品牌，才可以從供求曲線和價值平衡點中解脫出來，成為價格的制定者，而不是價值的接受者，對你自己也是這樣的。怎麼樣從老闆告訴你你能拿多少錢，變成老闆想從你這里知道你想收入多少錢。如果你只是芸芸眾生中的一個，那麼你不可能收入很多。只有你建立了品牌，你的價值才可以真正地體現。
服務原則。這個不僅僅是售後服務、售前服務和售中服務，我們說服務是價值的增強劑。客戶的選擇是很簡單的，但是通過服務的系統管理，可以把這個增強劑的作用發揮出來，你品牌可以達到這里，如果服務還好，你的品牌也會下降的，第一次買東西是靠鼓動、鼓吹，第二、第三次就是靠服務了。
價值創造過程原則。創造過程是價值實現的手段，一個企業的供應鏈和價值網的構成通常有股東、員工和客戶。實際上，在這個網路中，只有讓員工滿意了，才可以讓客戶滿意，客戶滿意才可以讓股東滿意，然後股東再把利益分配給員工，這是一個良性的循環，最終實現總體價值的提高。
四、營銷戰略原則
市場分層和分割原則。這實際上不是一個簡單的劃分，需要有創造性!比如在進入一個行業之前，首先要作一個市場調查，但是同樣的量化的調查，市場機會卻是不一樣的。
目標設定原則。我們說的是「有所為，有所不為」，比起許多發達國家，中國的很多行業都處於起步階段，有很多的機會，但機會這個東西是一把雙刃劍，你只有在資源、能力和機會相等或者是略微少的時候你才可以成功。所以，作為一個企業，首先要用下面的激素來確定分割的目標：市場規模、增長潛力、競爭優勢、競爭位置等。
合適的市場定位。也就是說作為一個企業，你相對於其他的企業的優勢是什麼，比如買卡車首先就想到沃爾沃。
五、營銷戰術原則
「差異化」原則。中國的企業很多都喜歡仿製，這樣做是很難成功的。比如杜邦的市場差異化就是安全、質量、環保，這就是相對於其他產品的差異化，才可以有成功的基礎。
「市場營銷組合」原則。我們現在說從4P(產品Proct、價格Price、地點Place、促銷Promo-tion)，到4C，到SIVA(解決方案、信息、價值和可獲得性)，但實際上，4P還是很重要的，因為企業的市場份額、設定目標和定位，以及差異化、銷售，還有產品、服務、品牌、流程都是靠4P交付的。
「銷售」原則(捕捉戰術)。建立一個客戶非常困難，但毀一個客戶卻非常簡單，所以企業和顧客之間的關系不僅僅是簡單的買賣關系，所以現代企業在銷售的層面上要體現特色的銷售、獲益的銷售、解決方案的銷售，從而增加自己企業的吸引力、滿意度和保持力。
六、整合原則
「總和」原則。一個企業只有將企業整個的戰略、戰術整合起來才可以適應商業的關系，
這就是「總和」原則，而只有這樣，企業才可以根據競爭的變化、技術的變化、客戶的行為來
改變，從而調整自己的策略。
「靈活機動」原則。機敏是在殘酷的競爭中得以存活的關鍵，我們要適時觀察競爭局勢和客戶，你要飛快地看他們的反應調整你自己，如果是這樣你成功的機會比人家大，你的市場情報一定要多。運用市場營銷研究方法看事物的本質，所以你一定要把洞察力引入到你自己的戰略和戰術裡面，那麼你一定是驚世變革的創造者。
「運用」原則。今天的產品服務於客戶並創造利潤，明天的產品創造長足的增長以服務於不斷變化的客戶。所以一個企業不要僅僅著眼於今天，而要放眼未來。