As the saying goes, "before the soldiers and horses, food and grass first", investigation and analysis is the first step in the search promotion work. No investigation has no right to speak, only investigation, a comprehensive understanding of the state of the industry in order to effectively develop promotional programs. Next, the author mainly through four aspects of search promotion survey analysis. First, industry analysis through the Baidu index, industry analysis reports and industry cases and other data, can visually analyze the relevant data of the industry and has a certain reference value. Way one, Baidu index, for example: the following search for "catering to join" in the last 30 days of Baidu search index and information index, can be filtered for the needs of the time period, the use of equipment, geography. Search index: reflects the degree of attention to keyword searches by Internet users and continuous changes. Based on the search volume of netizens in Baidu, and taking keywords as the statistical object, it scientifically analyzes and calculates the weighting of the search frequency of each keyword in Baidu web search. Information Index: Reflects the degree of attention and coverage of news and information on the Internet for specific keywords and continuous changes. Based on Baidu's intelligent distribution and recommended content data, the information index is derived by weighting and summing up the number of netizens' reading, commenting, forwarding, liking, disliking and other behaviors. Way two, industry analysis reports and cases can be found online for example: Ai Rui Consulting:/AppGrowing:/Report Check: XtN1l7"> (2) pain points: can reduce the consultation process of the user's hesitant decision (3) for the flow of information placed to provide accurate user behavior orientation reference basis through the crowd analysis of the behavior of each percentage of the situation, to do a good job of crowd positioning, targeted marketing, to achieve better results. Targeted marketing, in order to achieve a higher output. Third, the market analysis "know your enemy and know yourself, a hundred battles are not dangerous", the analysis of competitors to understand each other's comprehensive strength and marketing strategy. The poor aspects to learn from, and later to avoid such problems; good aspects can be used and optimized to enhance their own advantages. The following system to understand the process and role of market analysis. Analysis: what are the competitors, strength, marketing strategy, promotion mode, product structure, product price, product selling points, strengths and weaknesses, differences and other important factors Process: promotion link - visit link - consulting stage Methods: Baidu search to promote the core word (high competition, high price), the ranking of the top is basically the strength of the rivals; search for long-tailed words (low competition, low price), to find out the other rivals. It is recommended that the pre-market rivals are found, regardless of the size of the strength, because the strength of the opponents are constantly changing, which day the rise into the strength of the opponents is also not accurate. Because of the early and do not know the promotion of each, it is recommended that the statistics are organized, and later updated. You can refer to the following table style: 1. Competitive strength: by analyzing the following items, the comprehensive evaluation of competitors 2. Promotion budget: the approximate amount of daily consumption, reflecting the importance of the channel 3. Promotion time: combined with the budget can be estimated time consumption, do a good job of time consumption planning 4. Number of accounts: Baidu for the same qualification account searching for the same word at most only show a ranking! The policy makes account domination can not be realized, to understand whether the opponent has other qualifications to open an account 5. promotion of products: that is, external sales of all products, what are the characteristics of the product 6. product selling points: that is, the reason for ordering / consulting, such as the solution to the user's needs in a certain area 7. focus on the product: that is, the main promotional products, reflecting the product belongs to the side of the product is a high-profit products, whether we can get a piece of the pie in the same products 8. Creative analysis: including graphics, video, description of the analysis of unique features, mainly to analyze each other's brand / technical strength, diversion characteristics, preferential activities, whether there is a low price war 9. landing page analysis: page structure, layout (1) the first screen map: focus on reflecting the strength of the brand, technical superiority or preferential activities (2) the page content: the user's focus on whether the layout of the front, the activities of the content of the details, product selling points, whether to meet the needs of users (3) consulting pop-up (3) the user's needs. Meet the needs of users (3) consulting pop-up window: style, location is reasonable, whether the location is obvious, to guide the words whether to enhance the consultation rate 10. analysis of consulting words: the first sentence of the greeting, digging demand, product introduction, to solve the concerns, throwing concessions, to guide the transfer of electricity, the analysis of their own units before the author also carried out an assessment of this, mainly including the company's background, development, the main products, purposes and Communication skills and other content. Of course, the assessment of the perfect pass is also a certain bonus as an incentive. As SEM promotion specialists to understand their own company is the most basic responsibility. Product analysis is the foundation, to do product promotion before you must first understand the product. Account promotion status is closely related to our work afterward. The following are introduced in these areas need to analyze which related matters. (A) the company, including: company profile, development history, the coordination of the work of various departments, the company's overall mode of operation, business processes, market position, etc. Way: access to company information, colleagues asked to communicate, the company's official website, in person to experience the product, etc. (B) the product, including: professional knowledge of the product, functional characteristics, selling points, the existing advertising and promotional materials, user feedback, and so on. About the product selling point is often a brain work, how to tap the product selling point? Users are more concerned about, at the same time the company's unique or significantly better than the competitors' values and advantages conveyed to the user, so that the selling points of their products and competitors to form a differentiation, while also attracting users.1. Competitors: Observe how competitors are looking for selling points.2. Thinking differently: What do we need most when we are a consumer to buy a product, product quality, price, after-sales service, or the company's brand, Technical strength, or other needs, these are the direction of selling point mining. Note: distinctive, stimulate the curiosity of the audience, selling points real soul torture: through the following questions to give you a deeper understanding of the importance of product analysis. 1. Why familiarize yourself with the product? If you are not familiar with your own product, how can you do a good job of promotion. Product positioning: all users OR specific audience promotion project: all products OR profitable products for example: analyze the advantages and disadvantages of the product, whether the disadvantages can be improved, the advantages can be utilized in the creative and illustration as well as the marketing page, so as to improve the conversion. 2. Which products are profitable? Why profitable? Profitable products can be used as a key promotional direction, profit because to meet the user's needs, whether these needs can be used for other products. 3. Which products are generally profitable or loss-making? What are the reasons? Can they be improved? General or loss-making products can control its promotional budget, which is because the product can not meet user needs, or market competition factors. Through the audience to analyze user needs, analyze competitors for this product marketing strategy, can be used in their own products and improve. (C) promotion, including: promotion channels, promotion budget, has been promoting the account 1. current advertising and promotion channels to facilitate the direction of the late promotion and account management offline advertising, whether the need for online and offline promotion combined with the search promotion to put which channels, the allocation of the budget of each channel 2. determine the budget according to the promotion of geographic areas, product categories, the distribution of peak seasons 3. understanding of the current account promotion If the enterprise has previously carried out search promotion, then you need to understand the effect of the previous promotion, as well as whether the account set up is reasonable. Historical consumption: positioning account consumption level, as a reference object in the later stage, adjust the account structure and determine the promotional program core consumption plan and keywords: to determine the future focus on the promotion of the plan and keywords account conversion: conversion of the most converted keywords, conversion costs, to determine the future effect of the target to determine the geographic area of the investment, the time period: product coverage of the geographic area or market, the user's time to surf the Internet and the company customer service to determine the work time Promotion time summary through the above four aspects of the analysis, we understand the situation of the industry as a whole, the user's behavioral characteristics, the dynamics of competitors, and in time their own performance in all aspects, you can determine the company's investment objectives, and ultimately develop a reasonable and effective search promotion program.