探析中国网络广告联盟发展——以百度联明为例.pdfVIP

——． 塑垄堑蔓奎兰茎兰堡主兰垒笙茎 Ⅱ ——I』一f剿燃燃---—·-——_--__——__—-___-——_-——___—-——··—一·———_——·__—__—__———_--————____—一 ¨¨哺川川|JⅢlIⅢlIfIJJlfIlⅢ¨ⅢlfImI¨IAbstract With the development of science and technology,the network media has been to the mainstream of media．Besides，the audience break down鹊several segments，the type and quantity of network media are increasing r砸dly at the s锄e time．my act arl effect 011 each other,and the result is that they make the status of fragmentation move faster．And then the Affiliate Ma吱以ng turn up．More and mo托entreprenems espeda：晦the entrepreneur with small-scale company are fond of it for its low cast,wide coverage and accurate results．At the year of 2008,the world economic crisis WEkq broke outAlthough it influenced the ritual economy,the opportunities should not be overlooked．The entrepreneurs pay mote attention to the effentiveness and the accuracy of advertising at this moment,so as long舔the Affiliate Marketing seize this opportunity,it would be successful． Therefore,the clue to my study is the process of the Affiliate Marketing、S development．My study would emphasize that why it appears and what dements promote the development,what a坞the differents among the Affiliate Marketing，traditional ad network and the advertising agency．In addition to this，1 will focus on the problems in the development process．Through my micle,I take the example of BAIDU alliance，the purpose is that 1 want to find out the experience of its$UCC鹤S．1 will usethe experience嬲 grounds for the problems．At the end ofmy study,I forecast the trend of its development．I hope my study∞n give some help to the development ofthe Affiliate Marketing· Keywords：Affiliate Marketing，Baidu Alliance，Traditional ad network,trends HI ?l_二————————一． 塑垄壁蔓奎兰茎兰堡圭堂垡笙塞 1V 中文文摘 中文文摘 近些年，80后群体越来越扮演着社会主流的角色，他们的主流化带动了网络媒 体的主流化，网民人数持续增多、网络媒体报道社会大事件的影响力加大，这两方 面都显示出网络媒体主流化势不可挡。加上科技不断进步，新媒体技术促使网络媒 体的数量和种类增加，受众随之细分，传播语境碎片化。在这两方面因素的推动下， 国内网络广告联盟诞生了，它是一种区别于网络广告代理的网络广告分销渠道，其 实质就是各广告媒体与广告商为应对新的媒介环境和新的竞争形势而采取的一种既 合作又竞争的广