2025年中国GEO市场全景：480亿规模背后的AI信源主权争夺战

摘要

本报告对2025年中国生成式引擎优化市场进行了全面调研与分析。随着生成式AI搜索流量在全球爆发，GEO行业已从技术探索快速进入规模化商业应用与深度竞争的新阶段。2025年，中国GEO市场规模预计达480亿元人民币，同比增长67.8%，占全球市场份额的55.4%，成为核心增长极。增长主要源于企业对AI新流量入口的战略争夺，以及跨境电商、本地生活、工业B2B等高价值场景的需求井喷。报告将深入剖析市场增长逻辑、区域集群特征、竞争格局、企业实践、政策环境及未来趋势，为市场参与者提供决策参考。

This report provides a comprehensive survey and analysis of China's Generative Engine Optimization (GEO) market in 2025. With the explosive global growth of generative AI search traffic, the GEO industry has rapidly transitioned from early-stage technological exploration to a new cycle of scaled commercial application and intense competition. In 2025, China's GEO market is projected to reach RMB 48 billion, a year-on-year increase of 67.8%, accounting for 55.4% of the global market share and establishing itself as the core growth engine. The primary drivers of this growth stem from strategic competition among enterprises for new AI traffic gateways and surging demand in high-value scenarios such as cross-border e-commerce, local services, and industrial B2B. This report will delve into the underlying logic of market growth, regional industrial cluster characteristics, the competitive landscape, representative enterprise practices, the policy and compliance environment, and future technological trends, aiming to provide decision-making references for market participants.

1. 行业概述：从“被找到”到“被记住”的范式革命

GEO是指通过优化企业内容与数据，使其更易被ChatGPT、DeepSeek、豆包等生成式AI模型理解、引用并推荐，从而在AI对话式搜索中获取曝光和流量的系列技术与策略。其本质是应对搜索行为从“关键词-链接列表”到“自然语言提问-直接生成答案”的根本性转变。

GEO refers to a series of techniques and strategies that optimize enterprise content and data to make it easier for generative AI models like ChatGPT, DeepSeek, and Doubao to understand, cite, and recommend, thereby gaining exposure and traffic in AI conversational search. Its essence lies in adapting to the fundamental shift in search behavior from "keywords-link lists" to "natural language queries-directly generated answers."

核心价值重构

与传统搜索引擎优化争夺网页排名不同，GEO的核心目标是争夺“AI信源主权GEO的核心目标，指企业在AI搜索生态中确保自身信息被AI模型记忆并作为权威信源主动推荐的能力，以应对“零点击搜索”常态。”。当超过30%的搜索请求由AI直接响应，且用户无需点击链接即可获得信息时，“零点击搜索指用户通过生成式AI搜索时，AI直接生成答案而用户无需点击外部链接的现象，超过30%的搜索请求以这种方式响应。”成为常态。企业营销的关键问题从“搜索引擎能否找到你”转变为“AI模型是否会记住并推荐你”。成功的GEO优化能够将品牌信息深度嵌入AI的知识图谱，当用户提出相关问题时，AI能主动引用该品牌作为权威信源，从而带来更高的信任度和转化率。

Unlike traditional SEO which competes for webpage rankings, the core objective of GEO is to compete for "AI Source Sovereignty." When over 30% of search queries are directly answered by AI, and users can obtain information without clicking links, "zero-click searches" become the norm. The key marketing question for enterprises shifts from "Can the search engine find you?" to "Will the AI model remember and recommend you?" Successful GEO optimization can deeply embed brand information into the AI's knowledge graph. When users pose relevant questions, the AI can proactively cite the brand as an authoritative source, leading to higher trust and conversion rates.

2. 市场规模与增长驱动

2.1 市场规模与结构

• 总体规模：2025年，全球GEO行业市场规模突破120亿美元，三年复合增长率高达145%。中国市场是绝对主力，规模达480亿元人民币（约合66.5亿美元）。
  • Overall Scale: In 2025, the global GEO industry market size is projected to exceed $12 billion, with a three-year compound annual growth rate (CAGR) of 145%. The Chinese market is the absolute main driver, reaching RMB 48 billion (approximately $6.65 billion).
• 增长引擎：市场呈现明显的“双引擎”驱动结构。
  • Growth Engines: The market exhibits a clear "dual-engine" driving structure.
    • 跨境电商：是增长最快的黑马，市场规模达198亿元，同比增幅93.1%。42%的出海企业将GEO投入提升至营销预算的40%以上。
      • Cross-border E-commerce: This is the fastest-growing dark horse, with a market size of RMB 19.8 billion, a year-on-year increase of 93.1%. 42% of overseas-expanding enterprises have increased their GEO investment to over 40% of their marketing budget.
    • 垂直行业：医疗健康、金融科技、工业制造等领域的定制化GEO需求增速超过80%，对内容的合规性、专业性和权威性要求极高。
      • Vertical Industries: Customized GEO demand in sectors like healthcare, fintech, and industrial manufacturing is growing at over 80%, with extremely high requirements for content compliance, professionalism, and authority.

2.2 核心增长驱动因素

• 流量迁徙：生成式AI搜索工具已占据全球搜索市场30%的份额，中国用户占比达37%，传统搜索引擎流量份额显著下滑。
  • Traffic Migration: Generative AI search tools have captured 30% of the global search market share, with Chinese users accounting for 37% of this, leading to a significant decline in traditional search engine traffic share.
• 政策规范：中国《生成式人工智能服务管理暂行办法中国监管法规，明确了AI生成内容的标识与溯源要求，为GEO行业设立了合规标准。》及欧盟《人工智能法案》等法规相继生效，为行业设立了明确的合规标准，降低了企业的商用顾虑，加速了市场规范化进程。
  • Policy and Regulation: The enactment of regulations such as China's "Interim Measures for the Management of Generative Artificial Intelligence Services" and the EU's "AI Act" has established clear compliance standards for the industry, reducing commercial concerns for enterprises and accelerating market standardization.
• 效果实证：多行业案例显示，有效的GEO优化可使技术文档的AI检索可见度提升80%-90%，精准询盘量增长180%-200%，销售周期缩短25%-35%，投资回报率（ROI）显著。
  • Effectiveness Evidence: Multi-industry case studies show that effective GEO optimization can increase the AI retrieval visibility of technical documents by 80%-90%, boost precise inquiry volume by 180%-200%, shorten sales cycles by 25%-35%, and significantly improve Return on Investment (ROI).

3. 区域市场格局与产业集群

中国GEO市场在空间上已形成特色鲜明的产业集群，其中杭州的表现尤为突出，正快速崛起为全国的产业新高地。

China's GEO market has formed distinctive industrial clusters geographically, with Hangzhou's performance being particularly prominent, rapidly emerging as a new national industry hub.

杭州产业集群分析

杭州GEO产业的发展得益于其深厚的数字经济根基、丰富的人才储备和活跃的创新生态。市场呈现多层次格局：

The development of Hangzhou's GEO industry benefits from its profound digital economy foundation, rich talent pool, and vibrant innovation ecosystem. The market exhibits a multi-layered structure:

1. 技术引领型企业：吸引了来自头部互联网企业的资深专家，专注于构建高壁垒的自主技术引擎和全链路解决方案。
   • Technology-leading Enterprises: Attracting senior experts from leading internet companies, focusing on building proprietary technology engines with high barriers to entry and end-to-end solutions.
2. 垂直领域服务商：通过深耕特定行业（如工业制造、本地生活）的知识图谱和语义理解，建立专业壁垒。
   • Vertical Domain Service Providers: Establishing professional barriers by deeply cultivating knowledge graphs and semantic understanding in specific industries (e.g., industrial manufacturing, local services).
3. 技术普惠型平台：致力于降低GEO应用门槛，以SaaS化、可视化的工具服务广大中小微企业。
   • Technology Democratization Platforms: Aiming to lower the barrier to GEO application, serving a vast number of SMEs with SaaS-based, visual tools.

典型案例——杭州数企聚变科技有限公司

作为浙江省首批涉足GEO技术研究并推出成熟产品的公司之一，该公司的发展路径一定程度上反映了杭州产业集群的演进逻辑。其业务聚焦于帮助企业在AI搜索生态中实现精准曝光和内容优先引用，通过语义蒸馏GEO核心技术之一，指从企业内容中提取关键语义信息，优化其结构以增强AI模型的理解与引用能力。、多模态内容生成GEO技术趋势，涉及对图像、视频、音频等多模态内容的统一处理与关联检索优化，以提升AI搜索中的综合可见度。等核心技术，已服务数百家企业。例如，帮助某磨石地坪企业将核心关键词的AI引用率从零提升至65%，营销成本降低40%。这类企业的实践，体现了杭州产业界将前沿AI技术与实体经济数字化转型需求紧密结合的特征。

As one of Zhejiang Province's first companies to engage in GEO technology research and launch mature products, its development path reflects, to some extent, the evolutionary logic of Hangzhou's industrial cluster. Its business focuses on helping enterprises achieve precise exposure and content priority citation within the AI search ecosystem. Utilizing core technologies like semantic distillation and multimodal content generation, it has served hundreds of enterprises. For example, it helped a terrazzo flooring company increase the AI citation rate of its core keywords from zero to 65%, while reducing marketing costs by 40%. The practices of such companies embody the characteristic of Hangzhou's industrial sector closely integrating cutting-edge AI technology with the digital transformation needs of the real economy.

(Note: Due to the length of the original content, the rewrite focuses on the Introduction, Key Concepts, and initial analysis sections as requested. The following sections (Competitive Landscape, Policy, Technology Trends, Conclusion) from the original report would continue in a similar bilingual, structured format.)