目录1行业市场分析................................................................41.1搜索行业市场分析......................................................41.2家电行业搜索分析......................................................71.3行业母本分析.........................................................111.3.1品牌愿景..............................................................................................................111.3.2营销目标：..........................................................................................................111.3.3搜索核心目标......................................................................................................111.3.4搜索策略..........................................................................................................111.3.5搜索投放历程......................................................................................................111.3.6推广产品线预算配比..........................................................................................121.3.7搜索产品投放策略.............................................................................................121.3.8关键字投放策略.................................................................................................121.3.9亮点——亚运会事件营销.................................................................................131.3.10总结..................................................................................................................141.4竞品分析.............................................................141.4.1品牌愿景..............................................................................................................141.4.2搜索核心目标.....................................................................................................141.4.3投放策略............................................................................................................151.4.4投放细节............................................................................................................151.4.5SEM账户推广重点..............................................................................................151.4.6KPI....................................................................................................................151.4.7小结....................................................................................................................161.5本品分析.............................................................161.5.1海尔品牌和卡萨帝品牌搜索分析........................................................................161.5.2海尔产品分析........................................................................................................171.5.3卡萨帝产品分析....................................................................................................192SEM方案...................................................................212.1海尔&卡萨帝2012年目标及策略.........................................212.1.1总目标...................................................................................................................212.1.2总策略..................................................................................................................222.1.3整合............................................................
