毕业论文我国网络广告的现状及发展趋势管理学学士.docVIP

Abstract With the rapid development of the internet across the world, the web advertising emerges as a new force, becoming a young form of advertising which is most hopeful and dynamic in the twenty-first century. As a product in this era of technology, web advertising takes an extremely important role in the network marketing. Owing to its intrinsic advantage, web advertising has already generally accepted globally. Advertising companies have also realized that web advertising has become an essential part for the advertising strategy. The emergence and development of web advertising is accompanied with the popularity of the network application and the vicissitudes of the network economy all the time. The web advertising industry in our country is now at the stage of rapid development. However, because of some problems, its development is still restricted. This thesis is mainly about analyze the characteristics and its development of web advertising and the existing problems, based on the innovation, the charging mode and the supervision intensity, etc, to offer some relevant strategies, besides, having made a study of the development trend of web advertising, hoping that it would bring a positive influence to the evaluation and the decision making of web advertising, thus, set up a solid foundation for the healthy development of web advertising. Key Words：Web advertisement，Marketing，Trend of development 1.网络广告概况 1.1网络广告的定义 网络广告，又被称作在线广告、互联网广告等。它主要是指利用电子计算机联结而形成的信息通讯网络作为广告媒体，采用相关的电子多媒体技术设计制作，并通过电脑网络传播的广告形式。其本质是向互联网用户传递营销信息的一种手段，是对用户注意力资源的合理利用。 从内涵上来看，网络广告有狭义和广义之分，狭义的网络广告是指在互联网上传播的商业广告；广义的网络广告是指在互联网上传播的所有广告信息。从外延上来看，网络广告包含刊载在网络媒体、搜索引擎、电子邮件、网络软件、网络游戏等网络应用形式上的广告。 1.2网络广告的优点 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特点，具体表现在: （1）交互性。“交互性向来被看作是网络广告媒体最具革命性的优势”。网络广告可以做到一对一的发布以及一对一的信息回馈，甚至可以把网络广告与电子商务结合，促使网民直接采取行动，这提高了网络交易的成功机率。 （2）精确性。网络技术的发展使得信息传播由“人以群分”的“广播”走向“群以人分”的“窄播”。尼古拉斯·尼葛洛庞帝曾指出，在“后信息时代”大众传播的受众往往只是单独一个人；所有商品都可以订购，信息变得极端个化；在数字化生存的情况下，我就是“我”，不再是人口统计学中的一个“子集