申万宏源：GEO正成为企业营销新范式推荐阿里巴巴-W(09988)

智通财经01-14

智通财经APP获悉，申万宏源发布研报称，AI技术的变革已经深刻影响了人们的生活，而随着AI搜索需求崛起，GEO正成为企业营销新范式，推动竞争逻辑从传统SEO的竞价推荐转向大模型时代的AI引用竞争。该行认为新时代的流量入口将迁移至用户体验更好的AI应用上，在这一趋势下，阿里巴巴同时具备国内顶尖的大模型能力和最丰富的大消费生态，其不仅可以为B端商户落地应用GEO营销策略提供优质场景，也可以围绕生成式...

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Recommend Alibaba-W (09988)","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89988":0.6,"BABA":1.95,"09988":1.95,"HBBD.SI":0.6},"content_text":"智通财经APP获悉，申万宏源发布研报称，AI技术的变革已经深刻影响了人们的生活，而随着AI搜索需求崛起，GEO正成为企业营销新范式，推动竞争逻辑从传统SEO的竞价推荐转向大模型时代的AI引用竞争。该行认为新时代的流量入口将迁移至用户体验更好的AI应用上，在这一趋势下，阿里巴巴同时具备国内顶尖的大模型能力和最丰富的大消费生态，其不仅可以为B端商户落地应用GEO营销策略提供优质场景，也可以围绕生成式AI打造智能消费闭环，最终凭借用户体验反哺流量实现正向循环。推荐阿里巴巴-W(09988)。申万宏源主要观点如下：AI搜索崛起引发信息获取入口变革，GEO打造企业营销新范式近期传统搜索引擎使用规模与渗透率出现下滑，而AI搜索用户规模高速增长，有望逐步成为新的主流信息获取入口。在此背景下，用户搜索路径由“搜索-点击网页”转向“提问-直接获取答案”，流量竞争逻辑也由SEO时代的“点击博弈”升级为大模型时代的“被引用竞争”。在这一背景下，生成式引擎优化(GEO)为企业营销提供了新路径，其以提升品牌与内容在大模型生成答案中的“被引用率”和“被推荐概率”为目标，通过优化内容结构、语义表达与权威背书，使企业从竞价争夺搜索点击转向以学习AI决策过程为核心的新型优化策略。GEO构建起区别于传统SEO的新营销逻辑，将企业营销从“影响用户”前移至“影响模型”在GEO框架下，企业通过研究大模型对内容结构、表达方式及权威性的偏好，系统化优化营销内容，以提升在AI生成答案中的被识别率、被引用率及被推荐概率。在以大模型为核心的新搜索与推荐体系中，企业首先需要理解的对象变成了模型本身。由于GEO通常覆盖了营销落地的全流程，并通过持续性的动态跟踪和算法优化迭代策略，相较于传统SEO依赖竞价排名的短期流量投放，这一机制使得企业能够获取更加稳定、高质量的曝光，因此在AI生成内容的推荐中有望实现更高的有效转化率和ROI。据IDC与中国信通院，2025年全球GEO行业市场规模突破120亿美元，三年复合增长率(CAGR)达145%，预计2027年将维持高速增长态势。GEO与智能商业重塑信息与交易流量入口，阿里巴巴兼具顶级模型与丰富大消费生态，有望在未来大模型时代胜出随着UCP的推出，谷歌联合Shopify、沃尔玛、Target等零售巨头建立统一交互标准，实现商品发现、推荐、下单、支付及售后全流程AI对话化处理，为未来智能体商业奠定基础。在这一趋势下，阿里巴巴在国内积极布局AI流量入口，通过自研大模型通义千问与电商大消费生态的深度结合，为用户提供一体化的AI问答与任务执行体验，真正用AI串联起生态内的多平台流量，也为B端商户落地应用GEO营销策略提供了场景。风险提示：终端消费不及预期，行业竞争加剧，云业务发展不及预期。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.42.0","shortVersion":"4.42.0","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2603664399","isCrawlerRequest":true}

申万宏源：GEO正成为企业营销新范式 推荐阿里巴巴-W(09988)

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申万宏源：GEO正成为企业营销新范式推荐阿里巴巴-W(09988)