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行业背景:搜索引擎长期以来一直是最受欢迎、最热门的互联网业务之一。CNNIC 截止2003年6月底的统计表明,互联网用户使用搜索引擎的比率分别为70.0%,在近30种网络服务中高居第二位。用户对搜索引擎服务表示非常满意和比较满意的分别为23.4%和50.3%,居各项服务之首;表示不太满意和很不满意的仅为3.9%和0.9%,居各项服务之末。随着搜索引擎技术和业务模式的持续创新,自2002年下半年以来,搜索引擎又一次引起了全球互联网行业的高度关注。权威机构排名显示:2003年的全球收费搜索服务市场的规模将达到20亿美元,接近整个网络广告市场25%的销售额。更有乐观的预测指出,今年中国的搜索引擎市场收入大约在3亿元至5亿元,明后两年还会翻番。美国互动广告局和普华永道在今年6月12日发布的调研报告指出:在所有在线广告形式中,包括标志广告和弹出式广告,关键词搜索广告增长速度最快。2002年,搜索广告收入占网络广告收入的15%,是2001年3.2倍。横幅广告收入下降6%,只占全年总数的29%。2002年第四季度,关键词搜索广告销售收入占全部格式广告收入的21%。
Industry Background: Search Engines have long been one of the most popular and popular internet businesses. As of the end of June 2003, CNNIC’s statistics show that the percentage of Internet users who use search engines is 70.0%, ranking second among nearly 30 kinds of network services. Users were very satisfied with the search engine service and were relatively satisfied with 23.4% and 50.3% respectively, ranking the top of all services. Only 3.9% and 0.9% said they were not satisfied and very dissatisfied with each other, . With the continuous innovation of search engine technologies and business models, search engines have once again attracted the attention of the global Internet industry since the second half of 2002. Ranking of authoritative agencies shows that in 2003 the scale of the global paid search service market will reach 2 billion U.S. dollars, which is close to 25% of the total online advertising market. More optimistic forecasts indicate that this year China’s search engine market revenue of about 300 million to 500 million yuan, the next two years will double. According to a research report released by the U.S. Interactive Advertising Bureau and Pricewaterhouse Coopers on June 12 this year, keyword search ads have seen the fastest growth of all online advertising formats, including signage ads and pop-up ads. In 2002, search advertising revenue accounted for 15% of online advertising revenue, 3.2 times that of 2001. Banner advertising revenue fell 6%, accounting for only 29% of the total. Fourth quarter of 2002, keyword search advertising sales revenue accounted for 21% of all format advertising revenue.