GEO概念深度解析：2026市场热潮、核心逻辑与未来展望 | Geoz.com.cn
GEO (Generative Engine Optimization) is emerging as a critical marketing strategy in China's AI landscape, shifting focus from traditional search engine optimization to optimizing content for generative AI responses. The market saw speculative stock surges in early 2026, but experts warn of irrational exuberance as many companies lack mature business models. With China's GEO market projected to grow from ¥2.9 billion in 2025 to ¥24 billion by 2030, the technology represents both significant opportunity and substantial risk as it transitions from concept to practical implementation. (GEO生成式引擎优化正在成为中国AI领域的关键营销策略，从传统的搜索引擎优化转向优化生成式AI回答内容。2026年初市场出现投机性股票暴涨，但专家警告存在非理性繁荣，许多公司缺乏成熟的商业模式。中国GEO市场规模预计将从2025年的29亿元增长到2030年的240亿元，该技术既代表重大机遇也蕴含实质风险，正从概念向实际应用过渡。)
市场表现概览
2026年1月上旬，GEO概念在A股市场引发广泛关注。在1月9日至12日期间，多只GEO概念股出现集体涨停。其中，利欧股份在七个交易日内收获四个涨停板，蓝色光标股价实现翻倍，浙文互联、引力传媒、易点天下、中文在线、昆仑万维等公司也出现连续涨停或大幅上涨。跟踪中证文娱传媒指数的传媒ETF华夏，因其成分股与GEO概念高度重合，二级市场价格也出现显著上扬。
2026年1月上旬，GEO概念在A股市场引发广泛关注。在1月9日至12日期间，多只GEO概念股出现集体涨停。其中，利欧股份在七个交易日内收获四个涨停板，蓝色光标股价实现翻倍，浙文互联、引力传媒、易点天下、中文在线、昆仑万维等公司也出现连续涨停或大幅上涨。跟踪中证文娱传媒指数的传媒ETF华夏，因其成分股与GEO概念高度重合，二级市场价格也出现显著上扬。
在股价异常波动后，多家上市公司相继发布股票交易异常波动或风险提示公告。引力传媒明确表示，其GEO业务尚未形成成熟的商业模式，也未产生相关收入；蓝色光标提示公司AI相关收入占比仍较小；利欧股份、易点天下等公司也表示近期经营情况正常，内外部经营环境未发生重大变化。深圳市金融稳定发展研究院副院长董耀徽等专家认为，当前市场热度存在非理性成分，部分企业被归入GEO概念但缺乏实际落地能力。
Following the abnormal stock price fluctuations, several listed companies successively issued announcements regarding abnormal stock trading or risk warnings. Gravity Media explicitly stated that its GEO business has not yet formed a mature business model and has not generated related revenue; BlueFocus cautioned that the proportion of AI-related revenue in the company's total revenue remains relatively small; Companies like Leo Group and Yeahmobi also indicated that their recent operations were normal, with no significant changes in internal or external business environments. Experts, including Dong Yaohui, Vice President of the Shenzhen Financial Stability and Development Research Institute, believe that the current market enthusiasm contains irrational elements, with some companies being categorized under the GEO concept despite lacking practical implementation capabilities.
核心概念与主要参与者
GEO概念相关企业主要可分为两大阵营：全链路服务商在GEO领域提供从技术研发到商业应用完整解决方案的企业，如蓝色光标通过战略投资与技术自研构建闭环和垂直领域玩家专注于特定应用场景的GEO服务商，如易点天下、浙文互联聚焦于国内AI平台适配与跨境营销场景。
GEO-related enterprises can be primarily categorized into two camps: full-chain service providers and vertical domain players.
- 全链路服务商在GEO领域提供从技术研发到商业应用完整解决方案的企业，如蓝色光标通过战略投资与技术自研构建闭环 (Full-Chain Service Providers): 蓝色光标被视为这一阵营的代表，其通过战略投资与技术自研构建业务闭环，据称AI驱动的相关收入占比已超过45%。
- 垂直领域玩家专注于特定应用场景的GEO服务商，如易点天下、浙文互联聚焦于国内AI平台适配与跨境营销场景 (Vertical Domain Players): 易点天下、浙文互联等被归类于此，它们聚焦于国内AI平台适配与跨境营销等特定场景，并推出了如HochiGEO智能体易点天下等公司推出的GEO特色产品，专注于智能营销优化等特色产品。
需要特别指出的是，部分公司已发布风险提示公告。例如，引力传媒明确表示其GEO业务未形成成熟的商业模式，市场认可度及盈利模式均存在不确定性，且该业务未形成相关收入。
It is important to note that some companies have already issued risk warning announcements. For instance, Gravity Media explicitly stated that its GEO business has not yet formed a mature business model, with uncertainties regarding market acceptance and profit models, and that this business has not generated any related revenue.
市场规模与增长前景
随着中国生成式AI用户规模突破5亿，普及率升至36.5%，以及“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。”占比持续攀升，企业正加速转向GEO，以争夺AI答案场景下的“认知主权在AI答案场景中，企业通过GEO优化确保自身信息被准确推荐和展示的控制权”。这推动GEO从一项技术概念向营销刚需演进。
With the scale of generative AI users in China exceeding 500 million and the penetration rate rising to 36.5%, coupled with the continuous increase in the proportion of "zero-click searches," enterprises are accelerating their shift towards GEO to compete for "cognitive sovereignty" in AI-answer scenarios. This is driving the evolution of GEO from a technological concept to a marketing necessity.
据秒针营销科学院测算，2025年中国GEO市场规模约为29亿元人民币，全球市场规模约为112亿美元。预计到2030年，中国市场规模将达到240亿元人民币，全球市场将超过1000亿美元。另有机构预计，到2026年底，GEO在数字营销领域的渗透率有望突破40%。
According to calculations by Miaozhen Marketing Science Institute, the GEO market size in China was approximately 2.9 billion RMB in 2025, with the global market size around $11.2 billion. It is projected that by 2030, the Chinese market will reach 24 billion RMB, and the global market will exceed $100 billion. Other institutions estimate that by the end of 2026, the penetration rate of GEO in the digital marketing field is expected to surpass 40%.
投资逻辑与潜在风险
核心投资逻辑
- 行业趋势驱动 (Industry Trend Drivers): 本轮市场热度源于生成式AI用户规模扩大、传统SEO效果减弱的行业背景，以及GEO技术从概念向营销刚需演进的市场预期。
- 市场增长潜力 (Market Growth Potential): 测算显示，从2025年到2030年，全球及中国GEO市场规模均有近十倍的增长空间，市场天花板高。
- 范式转变价值 (Paradigm Shift Value): GEO的核心在于推动营销从传统的“被搜索”向生成式AI场景下的“被推荐”转变。有观点认为，这有望推动广告投放从单次流量付费模式向长期的AI信息运营模式升级。
主要风险提示
- 概念炒作与非理性热度 (Concept Speculation and Irrational Enthusiasm): 当前市场存在非理性特征，部分企业仅因涉及营销或AI业务即被归入GEO概念，与实际业务关联度及落地能力参差不齐。引力传媒和蓝色光标的公告揭示了部分概念股存在业务支撑不足的风险。
- 技术依赖与规则风险 (Technology Dependence and Rule Risk): GEO技术高度依赖AI大模型的推荐逻辑。若平台（如大型语言模型提供商）调整算法规则，现有的优化方案可能面临失效风险。
- 商业化进程的不确定性 (Uncertainty in Commercialization Process): 行业仍处于需求培育期，中小企业的付费意愿尚未完全释放，存在商业化落地进度不及预期的风险。
专家提醒，投资者应从“追热度”转向“验价值”，应以企业的信息披露质量、真实客户订单、续费情况以及毛利率改善等基本面指标为核心锚点，进行理性估值。
Experts caution that investors should shift from "chasing hype" to "verifying value." Rational valuation should be based on fundamental indicators such as the quality of corporate information disclosure, genuine customer orders, renewal rates, and improvements in gross margin.
行业影响与未来展望
GEO的发展正在重塑AI流量入口，改变用户获取信息的方式。在部分场景下，传统的“搜索”模式正被“对话”模式所补充或替代，这使得GEO优化成为企业营销的新焦点。广告主的需求侧重点也从“排名优先”向“答案优先GEO时代的营销理念，强调在AI对话中直接提供准确答案，而非传统SEO的'排名优先'”扩展，这一变化将伴随营销及媒体商业模式的深度调整。
The development of GEO is reshaping AI traffic portals and changing how users access information. In some scenarios, the traditional "search" mode is being supplemented or replaced by the "conversation" mode, making GEO optimization a new focus for enterprise marketing. Advertisers' key demands are also expanding from "ranking priority" (SEO) to "answer priority" (GEO). This shift will be accompanied by profound adjustments in marketing and media business models.
展望未来，随着AI技术持续迭代，GEO行业可能出现进一步分化。具备核心技术、深厚客户资源与强大合规能力的厂商更有可能获得长远发展。GEO相关技术有望持续推动广告投放模式从单次流量付费向长期、智能的信息运营方向演进。
Looking ahead, with the continuous iteration of AI technology, the GEO industry may undergo further differentiation. Manufacturers possessing core technologies, deep customer resources, and strong compliance capabilities are more likely to achieve long-term development. GEO-related technologies are expected to continue driving the evolution of advertising models from single-traffic payment towards long-term, intelligent information operations.
尽管GEO拥有明确的市场需求，但其成熟发展仍需经历产品化、标准化与商业化接口清晰化的必要过程。投资者与从业者需在关注巨大潜力的同时，对发展路径上的挑战保持清醒认识。
Although GEO has clear market demand, its mature development still requires going through necessary processes of productization, standardization, and clarification of commercialization interfaces. While focusing on its enormous potential, investors and practitioners must maintain a clear understanding of the challenges along its development path.
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