论中国网络广告现状及发展方向.docVIP

PAGE  ... PAGE  ... 摘要 互联网，作为电视、广播、报纸、杂志传统四大媒体之后的第五大媒体，吸引了越来越多的广告主和大众的眼球，已成为势不可挡的新兴媒体。借助网络媒体的舞台，面对旺盛的广告市场需求，网络广告凭借其独特的优势，成为门户网站的主要赢利来源，也成为广告主的新宠。然而，中国的网络广告发展时间还比较短，虽然发展势头很猛，但并非完美无缺，它所存在的问题和困难不能忽视。本文分析中国网络广告存在的问题，并尝试找出解决问题的方法。 关键字：网络广告，富 HYPERLINK http://action.utops.cc/click.jsp?adsId=123adsLeagueId=5adsUserId=1siteId=379siteLeagueId=5siteUserId=277scId=2adsType=2prices=1.11checkCode=cfd57572beclick=1url=http%3A///v=0keyword=%u5A92%u4F53s=http%3A///GB/22114/44110/75857/6581841.htmlrn=145718 \o %u7EC6%u6570%u7231%u4E0A%u53A8%u623F%u7684%u7406%u7531 @utops.cc \t _blank 媒体广告，差异化，窄告 Abstract The Internet, as television, radio, newspapers, magazines, the traditional four big media after the fifth largest media, has attracted more and more advertisers and public attention, new media has become inevitable. With the aid of network media stage, in the face of strong advertising market demand, online advertising, with its unique advantages, become the main profit source of portal, also become the latest must-haves in the advertisers. However, Chinas online advertising development time is short, although the momentum of development is very fierce, but is not perfect, it cannot ignore the problems and difficulties. This paper analyzes the problems existing in the Chinas online advertising and try to find the methods to solve the problem. Key words: network ads, rich media ads, differentiation, narrow 目录  TOC \o 1-3 \h \z \u  HYPERLINK \l _Toc390357528 1、绪论  PAGEREF _Toc390357528 \h 1  HYPERLINK \l _Toc390357529 2、网络广告的种类、形式及优势  PAGEREF _Toc390357529 \h 1  HYPERLINK \l _Toc390357530 2.1网络广告的种类  PAGEREF _Toc390357530 \h 1  HYPERLINK \l _Toc390357531 2.2网络广告的形式  PAGEREF _Toc390357531 \h 1  HYPERLINK \l _Toc390357532 2.3网络广告的优势  PAGEREF _Toc390357532 \h 2  HYPERLINK \l _Toc390357533 3、中国网络广告的发展现状  PAGEREF _Toc390357533 \h 3  HYPERLINK \l _Toc390357534 3.1中国网络广告的发展  PAGEREF _Toc390357534 \h 3  HYPERLINK \l _Toc390357535 3.2中