【正文】 網(wǎng)絡(luò)廣告的發(fā)展現(xiàn)狀及 趨勢(shì)研究 摘要 隨著信息產(chǎn)業(yè)的高速發(fā)展，以 Inter 為傳播媒介的網(wǎng)絡(luò)廣告已成為當(dāng)今世界最熱門(mén)的廣告形式，它 既可以為不同的受眾實(shí)施不同的廣告宣傳，還可以有效的將文本、聲音、圖像和動(dòng)畫(huà)等結(jié)合起來(lái)，傳送多 種 感官信息，為消費(fèi)者和廣告主架起一座溝通的橋梁。 目前網(wǎng)絡(luò)廣告的發(fā)展得到了逐步完善，傳統(tǒng)廣告也都融入了網(wǎng)絡(luò)廣告市場(chǎng)，眾多行業(yè)都看好網(wǎng)絡(luò)廣告所具有的巨大媒體潛力，它為企業(yè)創(chuàng)造了巨大的商機(jī)；正是如此，我們應(yīng)該用全新的視角來(lái)探索網(wǎng)絡(luò)廣告的發(fā)展趨勢(shì)。 本文首 先闡述了網(wǎng)絡(luò)廣告的由來(lái)，發(fā)展史和網(wǎng)絡(luò)廣告的概念。 認(rèn)為 網(wǎng)絡(luò)廣告就是在網(wǎng)絡(luò)上做的廣告 ， 利用網(wǎng)站上的廣告橫幅、文本鏈接、多媒體的方法， 在互聯(lián)網(wǎng)上 刊登或發(fā)布廣告，通過(guò)網(wǎng)絡(luò)傳遞到互聯(lián)網(wǎng)用戶的一種高科技廣告運(yùn)作方式 。 其次 分析了 目前網(wǎng)絡(luò)廣告的現(xiàn)狀和其具體形式以及目前 網(wǎng)絡(luò)廣告 所存在的問(wèn)題 ；針對(duì)網(wǎng)絡(luò)廣告中暴露出來(lái)的問(wèn)題， 給出具體的解決辦法；再次分析了網(wǎng)絡(luò)廣告的主要特點(diǎn)和網(wǎng)絡(luò)廣告在未來(lái)不同階段的發(fā)展趨勢(shì)及其具體的應(yīng)用； 最后提出了網(wǎng)絡(luò)廣告發(fā)展的總體策略 。 關(guān)鍵字： 網(wǎng)絡(luò)廣告的現(xiàn)狀，存在問(wèn)題，主要特點(diǎn)，發(fā)展趨勢(shì)，發(fā)展策略 ABSTRACT Along with the rapid development of the information industry, the Inter for media advertising work has bee the world39。s most popular forms of advertising, it can be different for different audiences implementation of advertising, can effective text, voice, images and animations etc, bining various senses, information for consumers and advertisers build up a munication bridge. The development of work AD perfected gradually, got into the traditional advertising work advertising mar ket, numerous industries are work advertising has great potential for the enterprise, its media created enormous business opportunities, So, we should use the brandnew Angle to explore the development trend of online advertising. This paper expounds the origin of online advertising, history and the concept of online advertising. Think Inter advertising is in Inter advertising, the use of the website advertising banners, text links, multimedia, published on the Inter or advertisement, through the work to Inter users of a kind of hightech advertising works. Secondly analyses the current situation of Inter advertising and the specific forms of Inter advertising and the existing problems, In work advertisement existend problems, specific solutions, The work advertisement again analysis of main characteristics and the future development trend of Inter advertising and its concrete application, Finally puts forward the development of online advertising strategies. Key words: work advertisement, existing problems and development trend, main characteristics, development strategy 目錄 第 1 章 引言 ................................................................................................................. 1 引言 ..................................................................................................................... 1 研究 目標(biāo)和意義 ................................................................................................. 2 研究思路 ............................................................................................................. 3 第 2 章 網(wǎng)絡(luò)廣告的現(xiàn)狀 ............................................................................................. 4 網(wǎng)絡(luò)廣告分類 ..................................................................................................... 4 網(wǎng)頁(yè)廣告 ................................................................................................... 4 搜索引擎廣告 ........................................................................................... 7 電子郵件廣告 ........................................................................................... 7 在線游戲廣告 ........................................................................................... 7 軟件廣告 ................................................................................................... 8 目前網(wǎng)絡(luò)廣告發(fā)展現(xiàn)狀分析 ............................................................................. 8 第 3 章 網(wǎng)絡(luò)廣告存在的問(wèn)題 ................................................................................... 10 觀念問(wèn)題 ........................................................................................................... 10 人們對(duì)網(wǎng)絡(luò)廣告的看法： ..................................................................... 10 解決方案： ............................................................................................. 10 數(shù)量問(wèn)題 ........................................................................................................... 10 網(wǎng)絡(luò)廣告過(guò)多，導(dǎo)致 95%的網(wǎng)民有牢騷 ............................................ 10 解決方案： ............................................................................................. 11 法律問(wèn)題 ........................................................................................................... 11 網(wǎng)絡(luò)廣告七大難題讓法律“束手無(wú)策” ............................................. 11 解決方案： ............................................................................................. 14 人才 問(wèn)題 ........................................................................................................... 15 缺少 專業(yè)的網(wǎng)絡(luò)廣告制作人員 ............................................................. 15 解決方案： ............................................................................................. 15 第 4 章 網(wǎng)絡(luò)廣告的特點(diǎn)及其發(fā)展趨 勢(shì) ................................................................... 18 網(wǎng)絡(luò)廣告的主要特點(diǎn) ....................................................................................... 18 傳播對(duì)象面廣 ......................................................................................... 18 表現(xiàn)手段豐富多彩 ................................................................................. 18 內(nèi)容種類繁多 ......................................................................................... 18 多對(duì)多的傳播過(guò)程 ................................................................................. 19 具有互動(dòng)性 ............................................................................................. 19 網(wǎng)絡(luò)廣告其未來(lái)的發(fā)展趨勢(shì) ........................................................................... 20 短期內(nèi)發(fā)展趨勢(shì) ..................................................................................... 20 中期發(fā)展趨勢(shì) ......................................................................................... 21 未來(lái)發(fā)展趨勢(shì) ......................................................................................... 23