在數(shù)字化營銷領(lǐng)域，百度愛采購與百度推廣常被企業(yè)用于拓展業(yè)務(wù)、提升品牌曝光，但二者存在諸多不同。了解這些差異，有助于企業(yè)依據(jù)自身需求精準(zhǔn)選擇推廣方式，最大化營銷效果。

　　In the field of digital marketing, Baidu AiGou and Baidu Promotion are often used by enterprises to expand their business and enhance brand exposure, but there are many differences between the two. Understanding these differences can help companies accurately choose promotion methods based on their own needs and maximize marketing effectiveness.

　　推廣定位上，百度推廣是綜合性的網(wǎng)絡(luò)營銷手段，依托百度搜索引擎的龐大流量，旨在全方位提升品牌知名度、增加網(wǎng)站流量，覆蓋各行業(yè)、各類型企業(yè)。無論是大型企業(yè)樹立品牌形象，還是中小企業(yè)尋求業(yè)務(wù)拓展，都可借助百度推廣，通過關(guān)鍵詞競價排名，讓廣告在搜索結(jié)果頁面顯著位置展示，吸引潛在客戶點(diǎn)擊。百度愛采購則專注于 B2B（企業(yè)對企業(yè)）采購場景，是百度旗下的企業(yè)一站式采銷平臺。它為企業(yè)搭建線上交易橋梁，助力企業(yè)高效采購商品或服務(wù)，側(cè)重幫助中小企業(yè)解決采購批發(fā)渠道、貨源問題，讓企業(yè)在平臺展示產(chǎn)品，吸引采購方詢盤與交易。

　　In terms of promotion positioning, Baidu Promotion is a comprehensive online marketing tool that relies on the huge traffic of Baidu search engine to comprehensively enhance brand awareness, increase website traffic, and cover various industries and types of enterprises. Whether it is large enterprises establishing brand image or small and medium-sized enterprises seeking business expansion, they can use Baidu promotion to display advertisements prominently on search result pages through keyword bidding ranking, attracting potential customers to click. Baidu AiGou focuses on B2B (business to business) procurement scenarios and is a one-stop procurement and sales platform for enterprises under Baidu. It builds an online transaction bridge for enterprises, helps them efficiently purchase goods or services, focuses on helping small and medium-sized enterprises solve procurement and wholesale channel and source problems, allows enterprises to display products on the platform, and attracts inquiries and transactions from buyers.

　　展現(xiàn)形式有別。百度推廣形式多樣，常見的搜索推廣通過購買關(guān)鍵詞，使廣告出現(xiàn)在搜索結(jié)果頂部或底部，位置醒目；信息流廣告則巧妙融入用戶瀏覽的資訊、內(nèi)容流中，形式豐富，如文字、圖片、視頻等，以原生廣告形態(tài)吸引用戶注意力。百度愛采購主要以產(chǎn)品列表形式呈現(xiàn)，企業(yè)入駐后發(fā)布產(chǎn)品信息，包含產(chǎn)品圖片、標(biāo)題、價格、簡要描述等，采購者搜索關(guān)鍵詞后，相關(guān)產(chǎn)品按一定規(guī)則排序展示，同時有實(shí)力供應(yīng)商專屬標(biāo)識、產(chǎn)品詳情頁等，供采購者深入了解產(chǎn)品與企業(yè)。

　　The presentation format is different. Baidu promotion has various forms, and common search promotion involves purchasing keywords to make advertisements appear at the top or bottom of search results, with prominent positions; Information flow advertising cleverly integrates into the information and content flow that users browse, with rich forms such as text, images, videos, etc., attracting users' attention in the form of native advertising. Baidu AiGou mainly presents in the form of a product list. After the enterprise settles in, it releases product information, including product images, titles, prices, brief descriptions, etc. After the purchaser searches for keywords, the relevant products are sorted and displayed according to certain rules. At the same time, there are exclusive identifiers for powerful suppliers, product detail pages, etc., for the purchaser to have a deeper understanding of the products and the enterprise.

　　計(jì)費(fèi)模式差異明顯。百度推廣主要按點(diǎn)擊付費(fèi)（CPC），即用戶每點(diǎn)擊一次廣告，企業(yè)支付相應(yīng)費(fèi)用，費(fèi)用受關(guān)鍵詞競爭程度、出價策略、質(zhì)量得分等影響，企業(yè)可靈活調(diào)整預(yù)算與出價，控制推廣成本。百度愛采購計(jì)費(fèi)模式多元，基礎(chǔ)會員繳納固定年費(fèi)，享受平臺基礎(chǔ)服務(wù)，如店鋪搭建、產(chǎn)品發(fā)布、一定曝光機(jī)會等；愛采購加油包等增值服務(wù)按特定營銷目標(biāo)計(jì)費(fèi)，如按曝光量、詢盤量計(jì)費(fèi)，助力企業(yè)提升產(chǎn)品推廣效果。

　　There are significant differences in billing models. Baidu promotion is mainly based on pay per click (CPC), which means that for each click of an advertisement by a user, the enterprise pays a corresponding fee. The fee is influenced by factors such as keyword competition, bidding strategy, and quality score. Enterprises can flexibly adjust their budget and bidding to control promotion costs. Baidu AiGou has a diverse billing model, with basic members paying a fixed annual fee to enjoy basic platform services such as store building, product releases, and certain exposure opportunities; Value added services such as AiGou fuel bags are charged based on specific marketing goals, such as exposure and inquiry volume, to help companies improve product promotion effectiveness.

　　目標(biāo)受眾各有側(cè)重。百度推廣受眾廣泛，涵蓋各類通過百度搜索信息的用戶，包括個人消費(fèi)者、企業(yè)采購人員、尋求服務(wù)者等，企業(yè)可依自身定位與產(chǎn)品特性，借助關(guān)鍵詞設(shè)置、受眾定向等功能，精準(zhǔn)觸達(dá)目標(biāo)群體。百度愛采購受眾聚焦企業(yè)采購人員、決策者，他們帶著明確采購需求，在平臺搜索商品、廠家，尋求合適供應(yīng)商與采購解決方案，更關(guān)注產(chǎn)品質(zhì)量、價格、供應(yīng)商實(shí)力等采購關(guān)鍵因素。

　　Each target audience has their own focus. Baidu promotion has a wide audience, covering various users who search for information through Baidu, including individual consumers, corporate procurement personnel, service seekers, etc. Enterprises can accurately reach their target groups based on their own positioning and product characteristics, with the help of keyword settings, audience targeting and other functions. Baidu Love Procurement focuses on enterprise procurement personnel and decision-makers, who search for products and manufacturers on the platform with clear procurement needs, seek suitable suppliers and procurement solutions, and pay more attention to key procurement factors such as product quality, price, and supplier strength.

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