网络营销中广告策略研究修改稿3.docVIP

江苏省农村实验区自学考试大专毕业论文 网络营销中的广告策略研究 学生姓名 朱艳芳 准考证号 058309103552 专业名称 企业管理 指导师 提交日期 摘　要 网络营销和其中的广告策略历来对于企业的生存和发展都至关重要，网络时代也不例外。而网络广告与传统的广告媒体相比，因其含有更多的新技术成分，使它产生了许多不同于传统媒体的发布形式（旗帜广告、按钮广告、漂移广告、游戏广告、电子邮件广告等）。我们可以看出由于网络广告应用了现代信息技术，尤其是应用了多媒体和网络技术，使它具备了许多传统媒体广告中根本无法实现的优点：互动性与可选择性、打破时空界限、费用低、目标性、针对性、感官性、时效性等。正是由于这些优点，极大地促进了广告信息的传播，促进了企业的营销目的的实现，使网络广告成为网络营销的重要策略。 但是，网络广告毕竟是一个新生事物，在实际运作中还很不完善，还存在着许多问题。比如，网络上充斥着虚假广告、垃圾邮件，这严重扰乱了网络广告市场的秩序，极大地伤害了网民的热情。此外，人口覆盖率低、范围狭窄、监管困难、创意水平低、人才缺乏等突出问题，也极大地限制了网络广告的发展。因此，积极制定各种具体的法律法规和监管措施，优化网络广告的形式、培养大量相关的人才、努力扩宽网络广告的范围显得非常重要。我们只有认清网络广告的优势和存在的问题，发挥其优势并努力解决其中的问题，才能还网络广告市场一片湛蓝的天空，促进我国网络广告市场健康、有序、快速的发展。 关键词： Abstract E-Marketing and Web Advertisement tactics among it develop all all-important, network times always to the enterprise survival sum neither exception. Web Advertisement has been compared with the tradition advertisement medium but , has contained more new technique component because of the person, has made its creation a lot of being unlike the tradition mediums announcing a form (Banner Advertisement，Button Advertisement，Drifting Advertisement, Game Advertisement，E-mail Advertisement etc.). We can perceive the modern information technology having applied because of network advertisement, especially the merit having no way to come true at all in the advertisement having applied multi-media and the network technology, having made it have a lot of tradition medium: Each other move nature and selectivity, breaks the space-time boundary, cost low, the target, pertinency, sense organ, timeliness wait. The propagation exactly being information since these merit, maximum field have promoted advertisement, the realization having boosted the enterprise camp selling purpose, the important tactics making network advertisement become E-Marketing. Web Advertisement is a new emerging thing, after all, not improving and perfecting very much in actual operation , is having a lot of problem. For instance, being full of false advertisement, t