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Y883523 学校代码：102Q0 研究生学号：102Q0200420360 分类号：密 级：无 硕士学位论文 The Marketing Strategy of The Web Ads From The Perspective of Consumer、s Angle 作者: 学历硕士 师业向型 教专方类 导科究位 指学研学 东北师范大学学位评定委员会 2006年5月 Abstract The Web Ads originated in the United States in 1994, and in 1997 it came to China. The Web Ads has experienced a development full of twists and turns. At the banning, the enterprise did not attach any importance to it and the world^s top 500 enterprises seemed to be cautious about it. However, the advantages of the Web Ads were soon realized, especially in the latest 2 or 3 years, the Web Ads began to prosper. Because the Web Ads is a new thing, researches about it are relatively small, largely concentrate on the advantages and disadvantages^ as well as legal issues. This article, from the point of view of consumers, deeply and systematicaJly studied the marketing strategies of the Web Ads. Firstly^ this article briefly introduced the advantages and forms of the Web Ads’ as well as the hurts consumers suffered. To the successful implementation of the marketing stmegy of Web Ads, we must have a modem consumer-oriented marketing thinking, the full protection of the interests of consumers, and continually improve customer value. Then this article comprehensively studied the online consumer behaviors and its Including the online consumer profiling, online consumer choice of network and the acceptance process of the Web Ads, Through the analysis of online consumer behaviors，we can develop a marketing strategy tailed for the online consumers. It is of great significance for the effective implementation of the Web Ads marketing strategies. Through the analysis of online consumer behaviors under the leadership of a modern consumcr-oriented marketing theory, the third part systematically studied the Web Ads marketing strategy, including the principles, the maricet segmentation, the int^ration of traditional media and Web Ads, decision-making of the goals, the channels and contents o