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ã ã To indicate according to the easy view international research that in 2006 the Chinese Internet advertisement market size estimates reaches 4,560,000,000, grows 41.2%,2006 year search engine operator's income is 1,570,000,000 compared to the same period, grows 69.1% compared to the same period, occupies the network advertisement market 34%. Placed first 5 Sina, the baidu, Sohu, Yahoo!, the net easy year advertizing revenue close or surpasses 300,000,000, 5 operator advertizing revenue has approximately composed the market share 70%, estimated that in 2007 the Chinese Internet advertisement market size 5,645,000,000, compared in 2006 to grow 23.8%.

ã ã Yi Guan forecast

ã ã in 2007, the large-scale search engine operator will promote further in the network advertisement market share, the network advertisement market seating order to change, the baidu will surpass Sina to leap ranks first, leaps the news or Google China will enter the market first 5 ranks in 2007.

ã ã Yi Guan analyzes

ã ã (1) key words advertisement's increases progressively year by year in network advertisement market share. 2005 key words' occupying compared to is 29%, 2006 is 34%,2007 year estimate is 36%, moreover the search engine market's concentration degree is also higher than brand advertizing's market concentration degree's degree. Search engine market size expansion, because on the one hand Internet user quantity's increase, search engine's user foundation enters the expansion, the user gradually is also promoting regarding search engine's admission and the approval; On the other hand, because various search engines manufacturer promotes the new service in abundance, including local searched, the video frequency search, the map search, the blog search and so on, the change searches opposite party to issue that purely in the past the information the pattern, further conformity Internet information content, will bring the massive current capacities and the advertisement opportunity.

ã ã (2) baidu and Sina's income differential reduces gradually. in 2006 the baidu not only maintains the first position in the search engine market, and the market share further expands, reaches 53.3%, compared to 2005 33.1%, increases 20 percentage points, in 2006 baidu quarter average growth rate approximately 30%, Sina's quarter average growth rate approximately 20%. in 2005 baidu and Sina's advertizing revenue disparity approximately 350,000,000 Yuan, but in 2006 both's reduction to approximately 50,000,000, estimated that in 2007 the baidu advertizing revenue will surpass Sina to leap ranks first, but the increased range will postpone largely.

ã ã the (3)2006 year, the Google China has adjusted the channel layout in the search engine market, gives up always a generation of pattern solely, carries out the region agent, 2006 income compares in 2005 to grow nearly one time, the share rises to 16.1%, surpasses Yahoo!, leaps to second, Yahoo!'s market share 27% drops from 2005 to 2006 15%, reduces to third. In the network advertisement market, the Google China places seventh, the income surpasses 250,000,000, with Yahoo!, the net easy disparity reduction, to estimate that in 2007 the Google China will enter the network advertisement first 5 ranks.

ã ã Yi Guan suggested:

ã ã To open-door policy operator's suggestion

ã ã (1) leads the brand advertizing using the event marketing. Sports, the entertainment event marketing will become the drawing overall current capacity the key influence essential factor. Specialized kind of network media quantity increases sharply, the profession needs the resources conformity, the Internet advertisement complex degree brings the market effect the shift, the directional advertisement shifts to the vertical information gateway.

ã ã (2) promotion brand advertizing plan serviceability. The market requirement solution's subject matter is aims at the advertisement delivery the validity, through directional, thin classification further lifting efficiency. Therefore the open-door policy should make every effort in aspects and so on content manufacture, channel proxy, technical support, effect monitor to realize the breakthrough, through cooperates and so on ways with the specialized 4A advertisement company, enhances the advertisement delivery effect.

ã ã (3) display innovation advertisement function. Although the rich media advertisement, the game built-in advertisement, the electronic books advertisement is at the market start stage at present, but already displayed the good development momentum. Specially rich media advertisement, because it unified the new service shape to obtain the good development, became one of big advertisement main addition main delivery forms.

ã ã To search engine operator:

ã ã Because the profit pattern is unitary, the channel business agent management is quite chaotic, the database marketing effect not obviously and so on to become the hindrance search engine market development the important attribute. Therefore, the search engine operator should:

ã ã (1) according to the market competition pattern, unifies own superior inferiority to look for the accurate localization, the choice corresponding strategy, promotes the corresponding service and the product differently according to the user community; May consider that the purchase or annexes other to have the web2.0 characteristic emerging Internet company, completes the strategic layout, including the investment specialized segmentation's profession search engine, the construction search colony comes to gather in great numbers effectively; With is engaged in the electronic commerce Internet company to cooperate, reduces from the electronic commerce search pressure of competition.

ã ã (2) operator should balance the channel and the direct sale proportion, the cooperation development entire market size, including the establishment normal channel sale order, the standard channel operation, the perfect business agent system, pays great attention with channel's long-term cooperation, forms the benefit community.

ã ã (3) in the product research and development aspect, should take the cross platform service the development, the search community area is constructs the manufacturer leading position the barrier, not only establishes the user community, develops more importantly may the immediate packing movement in the user terminal client side.