enterprises using the Internet. ◇ Internet Marketing: Marketing and promotional activities which are carried out through the Internet. The statistics cover all enterprises. ◇ E-commerce Platform Promotion: Online marketing and promotional behaviors on the B2B, B2C and C2C websites, such as setting up online shops, publishing product information, offering paid search listing or purchasing advertising. The statistics cover enterprises conducting Internet marketing. ◇ Search Engine Marketing: Search engine marketing (SEM) including search engine optimization (SEO), search keyword advertising, etc. SEO refers to the optimization of the content and structure of a website, in order to improve the website’s ranking by search engines. Search keyword advertising means that a company purchase keywords through the search engine companies. When users search the keywords, the company’s products will appear on the search page and users are attracted to visit the company’s website by clicking the product link, facilitating transactions. The statistics cover enterprises conducting Internet marketing. ◇ Online Alliance Advertising: A website registers and participates in the affiliate program of an advertising agency to obtain a specific link. After the website owner puts the link on its website, the advertising agency will pay the owner the pre-agreed commission fee if users visit the advertising agency’s website through the link. The statistics cover enterprises conducting Internet marketing. ◇ Scope of Survey: Unless otherwise expressly indicated, data in this Report only refer to mainland China, excluding Hong Kong, Macao and Taiwan. ◇ Deadline of survey data: The deadline of the statistical survey data is December 31, 2016. 118 The 39th Statistical Report on Internet Development in China