中国网络广告的发展趋势研究71.docVIP

中国网络广告的发展趋势研究 摘 要 随着中国整个网络广告产业链发展的逐步完善，网络媒体间的竞争越来越激烈，并逐步走向更专业化分工合作。经过几年的发展，搜索引擎也已融入网络广告市场，且进入白热化程度。目前传统消费品网络广告份额逐年上升，许多行业已经看好网络广告的巨大媒体潜力。尽管网络广告的发展尚有许多障碍，增长速度也慢了下来，但总体的发展态势是令人振奋的。以网络为依托的网络广告的大发展已经是挡不住的潮流，它同时也为企业创造出了巨大的商机，那么要在竞争中先声夺人，就应该用创新的视角来探索网络广告的发展趋势。 　　 　　 　　 　　 　　 　　 　　 　　 关键词：网络广告　现状　趋势 　　  THE STUDY OF THE DEVELOPMENT TREND OF ONLINE ADVERTISEMENT IN CHINA ABSTRACT One that is with advertising industrys chain development of Chinas whole network is gradual and complete, the competition among the medias of the network is fiercer and fiercer, and move towards the cooperation of division of labor on the basis of specialization progressively .After a few years of development, the search engine has already incorporated the advertising market of network too, and enter fierce degree. The advertising share of the traditional consumer goods network rises year by year at present, a lot of trades have already had an optimistic view of the enormous medias potentiality of advertisement of the network. Though still there are a lot of obstacles in the development of advertisement of the network, the growth rate is getting slow, but the total developing state is exciting. The great development taking network as network advertisement of the backing is a tempting trend, it creates the enormous business opportunity for enterprises at the same time , should overcome others by displaying ones strength in the competition , should explore the development trend of advertisement of the network with the visual angle innovating . Key Words： online advertisementurrent situation　trend research  目 录 摘 要 ABSTRACT 第一章 绪 论- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 1 第二章 中国网络广告的发展状况- - - - - - - - - - - - - - - - - - - - - - - -2 2.1 中国网络广告的发展概述- - - - - - - - - - - - - - - - - - - - - -2 2.2 中国网络广告发展市场情况- - - - - - - - - - - - - - - - - - - - -2 2.2.1 中国网络营销市场规模- - - - - - - - - - - - - - - - - - - -2 2.2.2 中国网络广告市场规模