网络广告与传统广告的对比研究.doc

分类号：C93-06 U D C：D10621-412 -(2007)0706-0 密 级：公 开 编 号：2003047007 成都信息工程学院 学位论文 网络广告与传统广告的对比研究 论文作者姓名： 申请学位专业： 申请学位类别： 指导教师姓名（职称）： 论文提交日期： 黄 诗 雯 电 子 商 务 管 理 学 学 士 徐 会 敏（助教） 2007年5月20日 网络广告与传统广告的对比研究 摘 要 互联网技术的发展逐渐改变着人们的工作和生活，对于部分行业有革命性的改变,特别是对传统的广告媒体产生了深远的影响。在广告媒体行业非常成熟的欧美国家,以Internet为传播媒介的网络广告已经成为最热门的广告形式，中国广告公司和客商也逐渐在这块领域探索并发展起来。市场竞争激烈，如何选取合适的广告投放策略赢得市场是值得思考的问题。这样的环境下，无论广告公司还是营销厂商都面临着改变营销传播方法及选取媒体的压力和机遇。本文以理论研究为主，配合数据研究和案例分析，对网络广告与传统广告的区别和联系进行探讨，加深对网络广告的了解，得出的结论将有利于广告公司和营销厂商结合市场环境及其本身优劣势，做出正确的广告策略选择。 关键词：网络广告 传统广告 对比研究 Contrast Study of Internet Advertisement and Traditional Advertisement Abstract The development of Internet technology is changing peoples work and livelihood gradually,in the meanwhile it leads to the revolutionary transformation regard to the partial professions, particularly the traditional advertisement media obtain the andvances obviously. In the European and American country which are advanced in the areas of advertisement medium, the network advertisement based on internet medium already becomes the most popular advertisement form, the Chinese advertisement company and the merchant explores in this domain and develops well.How to select the moderate advertisement strategy and win the marketplace must be taken considerable deeply in the times of fierce competition.In this condition,the advertisement company as well as the market merchant still be confronted with the approach of changing sell,pressure and opportunity of choosing medium.Based on theory,date and analyse,I search for the difference and connection between Internet Advertisement and Traditional Advertisement,then comprehend overall,and carry out conclution which is beneficial to accelerate the mergence between advertisement company and the merchant,at last make out of the correct strategy. Keywords : Internet Advertisement ;Traditional Advertisement; Contrast Study 目 录 论文总页数：15页 1.引言 1 2.传统广告的定