【正文】 廣告形式，其具體操作方式包括注冊獨(dú)立域名，建立公司主頁；在熱門站點(diǎn)上做橫幅廣告及鏈接；在各大搜索引擎上做網(wǎng)絡(luò)推廣；在知名BBS（電子公告板）上發(fā)布廣告信息；開設(shè)專門論壇；通過電子郵件（Email）給目標(biāo)消費(fèi)者發(fā)送信息等等。s work advertising. Based on the data and analyses the development process of the world and the Chinese work advertisement, work advertisement of China development of market norms, as well as the development of China39。s online advertising market trend.KEY WORDS: The work advertisement, development status, market regulation, supervision and management.. . . ..學(xué)習(xí)好幫手目 錄前 言 .............................................................................................................................................................1第一章 網(wǎng)絡(luò)廣告概況 ...............................................................................................................................2 網(wǎng)絡(luò)廣告的概念 ...........................................................................................................................2 網(wǎng)絡(luò)廣告的發(fā)展歷史 ...................................................................................................................2第二章 網(wǎng)絡(luò)廣告市場現(xiàn)狀 .......................................................................................................................3 我國網(wǎng)絡(luò)廣告市場現(xiàn)狀 ...............................................................................................................3 網(wǎng)絡(luò)廣告的優(yōu)勢不斷凸現(xiàn)，廣告效益愈發(fā)顯現(xiàn) ..............................................................3 網(wǎng)絡(luò)廣告市場規(guī)模不斷擴(kuò)張，競爭日趨激烈 ..................................................................4 網(wǎng)絡(luò)廣告市場競爭激烈 ......................................................................................................4 網(wǎng)絡(luò)廣告市場的監(jiān)管機(jī)制不完善 ......................................................................................4 國外網(wǎng)絡(luò)廣告發(fā)展現(xiàn)狀 ...............................................................................................................5 政府行政管理 ......................................................................................................................5 網(wǎng)絡(luò)廣告行業(yè)自律 ..............................................................................................................6 消費(fèi)者自我保護(hù) ..................................................................................................................7第三章 我國網(wǎng)絡(luò)廣告發(fā)展中存在的問題 ...............................................................................................7 網(wǎng)絡(luò)廣告的形式落后 ...................................................................................................................8 彈出式廣告 ..........................................................................................................................8 垃圾郵件 ..............................................................................................................................8 網(wǎng)絡(luò)廣告運(yùn)作模式落后 ...............................................................................................................9 通過提高網(wǎng)絡(luò)廣告的點(diǎn)擊率來吸引網(wǎng)絡(luò)用戶 ..................................................................9 在聊天室中插播廣告  ......................................................................................................9 注冊與知名網(wǎng)站相近的域名 ..............................................................................................9 其他網(wǎng)絡(luò)廣告運(yùn)作模式 ......................................................................................................9 網(wǎng)絡(luò)廣告市場的相關(guān)立法與監(jiān)管機(jī)制不完善 .........................................................................10 虛假網(wǎng)絡(luò)廣告層出不窮，競爭秩序亟待改善 .........................................................................11第四章 產(chǎn)生網(wǎng)絡(luò)廣告以上問題的原因 .................................................................................................12.. . . ..學(xué)習(xí)好幫手 人們對廣告法規(guī)的意識淡薄 .....................................................................................................12 國家廣告法規(guī)體系不健全 .........................................................................................................13 相關(guān)法律法規(guī)對廣告違規(guī)違法者處罰較輕 .............................................................................13 政府監(jiān)管力量不足，地方監(jiān)管難度大 .....................................................................................13 巨大的經(jīng)濟(jì)利益的誘惑，是最深層次的、最本質(zhì)的原因 .....................................................13 受眾的素質(zhì)不高 .........................................................................................................................13 網(wǎng)民維權(quán)意識的淡薄 .................................................................................................................14 監(jiān)管困難 .....................................................................................................................................14 網(wǎng)絡(luò)廣告監(jiān)管缺少手段 .............................................................................................................14第五章 網(wǎng)絡(luò)廣告問題的治理方法 .........................................................................................................14 社會(huì)監(jiān)督管理 .............................................................................................................................14 提高全民的綜合素質(zhì) .................................................................................................................15 加強(qiáng)行政管理 .............................................................................................................................15 健全相關(guān)的法律法規(guī) .................................................................................................................15 加大經(jīng)濟(jì)處罰力度 .....................................................................................................................16 網(wǎng)絡(luò)廣告行業(yè)的自律 .................................................................................................................16 加快建立網(wǎng)絡(luò)廣告有效性的衡量標(biāo)準(zhǔn) .....................................................................................17 借鑒國外成功立法經(jīng)驗(yàn) .......................