网络广告的现状及其发展趋势剖析.doc

本科生毕业论文(设计) 网络广告的现状及发展趋势 姓　　名 　　号 专　　业 指导教师 年月日 关键词：Abstract According to the Internet advertising as the research object, the network advertisement is along with the Internet development and the emergence of a new media, although it starts late, but development speed, transmission forms with many of the traditional media advertising incomparable advantages, its effect also appears more and more important. So in the life of people and the Internet closely together today, advertising on the network s research has very important significance.Has been checked the data, understand some basic common senses that network advertise, control the present condition of the network advertisement and develop the trend, network the development trend of theadvertisement is a rui and cant block of.This thesis pointed out the Chinese network advertisement in the existent problem, putting forward perfect advertise the method of scientific management to the networks.Pass the chart to the Chinese network advertisement of present condition and the development trend did the analysis and summaries.Pass the market characteristic of the analytical Chinese network advertisement, Chinese network the present condition and some problems of the advertisement, some views that solve problem. Network the development situation of the advertisement cant impede, is a modern advertisement of inherit and develop, become the newly arisen advertisement medium. Key Words: The network advertisement ，market problem ，countermeasure analysis ，development trend 目 录 1 引　言 5 2网络广告概述 5 2.1 网络广告概念 5 2.2 网络广告起源及其发展史 5 2.3 网络广告网络营销价值 6 2.4 网络广告本质特征 7 2.4.1 网络广告需要依附于有价值的信息和服务载体 7 2.4.2 网络广告的核心思想在于引起用户关注和点击 7 2.4.3 网络广告具有强制性和用户主导性的双重属性 8 2.4.4 网络广告应体现出用户、广告客户和网络媒体三者之间的互动关系 8 3 网络广告发展现状 8 3.1 国外网络广告发展状况 8 3.2 国内网络广告发展状况 9 4 网络广告存在问题 9 4.1 网络广告形式和创意落后 9 10 4.3 监管机制及法律规范不健全 10 5 网络广告发展趋势 11 5.1 互动广告将逐渐成为主流 11 5.2 网络广告与互动游戏结合 11 5.3 网络广告与传统主流媒体合作，整合传播 12 6 关于对网络广告的对策分析 12 6.1加快我国网络技术的发展 13 6.2 改善政策与法律环境,加大网络广告监管力度。 13