互联网平台上的媒体创新与广告价值研究-传播学专业论文.docxVIP

AbstractW撕the Abstract W撕the development of technology,it has been a real耐of marketing towards target people correctI、j in the time of Web2．0．It is said thatThings of one kind corr悖together， today the content generated by use体according to their interests becomes the great im∞旧nt content and value for the intemet new media．And this kind of content will help sponso噶find out the real target customers more eIbctiVe恤 Correspondingly,Chinese advertising market has kept fast growing over 20 years， and it also has opened the door to the world．As a result,Chinese advertising is facing both good market opportunities and huge pressure th越it never did before．It appeam some features in traditional mass media market as follow：compete multiform．target segments deady；media character becomes similar,media running massively．Besides． ．sponsors become more CaIDIiOUB and it becomes more and more irregular for segtnented dient in using media．All the AD media in the market eat and swallow昀ch other,and it ● appears inflexion in mass media advertisement income and it also appears continual decline of the advertisement income for rlews paper and magazine．Most of this flows to the Intemet media which develop rapidM On the basis of tech．0109y development,as the integrating media platform．Intemet creates such n洲media forms and advertise running rnodeI as lPTv：Padcast-Bmog， Emagzine．Intemet combines the way which mass media deal with information and the speclaIty itseff such as opening pIa廿oml and interactMty aspedalh／it support Usal葛 generate content in the time of Web2．0．And the WAP everl more integrates almost all media charact备by mobile phone and creates new Pear to Pear communications model and overflowed advertisement value． To view the new media On the communications sight,media technology becomes the original power of media innovation on the Internet olatfoml in the en’，imnment of medial overflowed．Media not only ex蛔吣humans ability to feel the external world．but also creates ad垤m踟ent i