浅论中国网络广告的现状与发展前景.doc

浅论中国网络广告的现状与发展前景 摘 要 信息产业与传媒产业是现代社会的两大支柱，而网络恰好是这两者的结合体。 随着网络这种全新的媒介——“第五大媒体”登上历史舞台，将给全人类的社会生活带来一幅全新的图景——从政治、经济到文化。随着网络技术的飞速发展，网络广告以一种全新、快捷、互动的宣传方式呈现在人们眼前，作为网络广告这个产业，也越来越多的受到业界的重视。本文对网络广告的特点、形式、现状、问题、对策进行了介绍和分析。在这些基础之上，再作出理论上的探索，以解释网络广告中的一些现象和问题，使其更能规范的充分发挥它的最大潜能，成为未来广告的一项重要产业。 关键词：网络广告；网络市场；第五大媒体 Abstract：The information industries and the media industry are modern societys two big props, but the network is exactly this both marriage. fifth big media mounts the historical arena along with network this kind of brand-new media, will give universes social life to bring a brand-new prospect - - from the politics, the economy to the culture.Along with the networking rapid development, the network advertisement presents in the people by one kind brand-new, quick, the interaction propaganda way at present, and takes network advertisement this industry, also more and more many receives the field the value.Not only the research network advertisement must study the network dissemination (interpersonal dissemination, community disseminates, organization dissemination and mass media dissemination), moreover also must study its content, the technology and the management.This article to the network advertisement characteristic, the form, the present situation, the question, the countermeasure, the prospect has carried on the introduction and the analysis.Above these foundations, makes the theoretically exploration again, explained in network advertisement some phenomena and the question, enable it the standard to display its biggest potential fully, will become the future advertisement an important industry. keyword : Network advertisement； network market；the fifth big media 目 录 摘要…………………………………………………………………………………01 Abstract……………………………………………………………………………01 引言…………………………………………………………………………………02 一、网络广告的发展及概念………………………………………………………02 二、网络广告的特点及形式………………………………………………………02 （一）网络广告的特点……………………………………………………………………………………………………………02 三、中国网络广告的发展现状及存在的问题……………………………………02 （一）发展现状……………………………………………………………