从搜索框到决策链：B2B企业互联网营销的文案传播力探析
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张太极，丁浩，郑燕，宋京龙
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韩国东新大学经营学系，韩国全罗南道罗州，58245
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摘要：在互联网业态快速发展的潮流下，B2B企业的营销环境经历着从“线下关系驱动”向“线上价值驱动”的变革。搜索引擎与专业信息平台已高度嵌入B2B采购的决策链，使得互联网营销，特别是以搜索引擎优化（SEO）为核心技术，与以专业化文案为核心价值沟通，成为影响决策的关键。高效的B2B互联网营销并非SEO技术与文案策划的简单叠加，而是基于对复杂组织决策过程的深刻洞察，通过战略性内容架构，将技术性的“被发现”能力，转化为影响决策者认知、态度与行为的“说服力”与“信任力”的过程。聚焦“传播力”这一B2B企业互联网营销核心效能，系统构建一个整合“搜索可见性获取—决策链价值沟通—品牌资产沉淀”三位一体的理论分析框架。从理论上厘清SEO、文案与传播力在B2B语境下的协同机制，提出面向实践的“诊断—规划—创作—分发—评估”五阶段方法论，并针对AI应用、搜索形态演变等发展趋势进行前瞻性展望，旨在为B2B企业在互联网时代构建可持续的竞争壁垒提供参照。
关健词：B2B企业；互联网营销；SEO；文案；传播力
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From Search Box to Decision Chain: An Analysis of opywritingCommunication Power in B2B Internet Marketing
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Taiji Zhang,Hao Ding,Yan Zheng,Gyung-Yong Song
Department of Business Administration, Dongshin University, Naju, Jeollanam-do, Korea 58245
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Abstract: In the context of the rapid development of Internet business formats, the marketing environment for B2B enterprises is undergoing a transformation from "offline relationship-driven" to "online value-driven." Search engines and professional information platforms have become deeply embedded in the decision-making chain of B2B procurement, making Internet marketing—particularly the core technologies of search engine optimization (SEO) and professional copywriting as central to value communication—key factors influencing decisions. Effective B2B Internet marketing is not a mere combination of SEO techniques and copywriting strategies; rather, it is a process rooted in deep insights into complex organizational decision-making. Through strategic content architecture, it transforms the technical capability of "being discovered" into the persuasive and trust-building power that influences decision-makers' perceptions, attitudes, and behaviors. This study focuses on "communication power" as the core efficacy of B2B Internet marketing, systematically constructing a tripartite theoretical framework integrating "search visibility acquisition—value communication in the decision-making chain—brand asset accumulation." The study clarifies the synergistic mechanisms among SEO, copywriting, and communication power within the B2B context, proposes a practical five-stage methodology of "diagnosis—planning—creation—distribution—evaluation," and offers forward-looking perspectives on development trends such as AI applications and evolving search formats. The aim is toprovide a reference for B2B enterprises seeking to build sustainable competitive barriers in the Internet era.
Keywords : B2B Enterprises; Internet Marketing; SEO; Copywriting; Communication Power
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