【正文】 運作模式 ......................................................................................................9 網(wǎng)絡(luò)廣告市場的相關(guān)立法與監(jiān)管機制不完善 .........................................................................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 社會監(jiān)督管理 .............................................................................................................................14 提高全民的綜合素質(zhì) .................................................................................................................15 加強行政管理 .............................................................................................................................15 健全相關(guān)的法律法規(guī) .................................................................................................................15 加大經(jīng)濟處罰力度 .....................................................................................................................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 .............................................................................................................17 建立第三方評測機構(gòu) .................................................................................................................17 加大高新技術(shù)的開發(fā)投入 .........................................................................................................17第六章 我國網(wǎng)絡(luò)廣告的發(fā)展趨勢 .........................................................................................................18 網(wǎng)絡(luò)廣告經(jīng)營額會穩(wěn)定地增長 .................................................................................................18 網(wǎng)絡(luò)廣告將與營銷全面結(jié)合 .....................................................................................................18 網(wǎng)絡(luò)廣告的形式將會趨向多樣化和復(fù)雜化 .............................................................................18 網(wǎng)絡(luò)廣告將與傳統(tǒng)主流媒體合作，整合傳播 .........................................................................19 網(wǎng)絡(luò)廣告市場監(jiān)管將更加規(guī)范化 .............................................................................................19 網(wǎng)絡(luò)廣告運作模式將會出現(xiàn)創(chuàng)新 .............................................................................................19 網(wǎng)絡(luò)更廣告營銷模式的多元化 ........................................................................................20 網(wǎng)民結(jié)構(gòu)變遷成就電子商務(wù)的品牌營銷（企業(yè)和游戲互動結(jié)合） ............................20 無線廣告市場發(fā)展進入新的階段 ....................................................................................20.. . . ..學(xué)習(xí)好幫手結(jié)束語 .........................................................................................................................................................21致謝 .............................................................................................................................................................22參考文獻 .....................................................................................................................................................23.. . . ..學(xué)習(xí)好幫手前 言網(wǎng)絡(luò)廣告是指廣告主利用一些受眾密集或有特征的網(wǎng)站擺放商業(yè)信息，并設(shè)置鏈接到某目的網(wǎng)頁的過程。s advertising industry, the future development of Chinese advertising industry exposition. Discussed the advertisement market status of work, work advertisement legal system existing problems in the construction and the Inter advertising the existence of the problem, discussed about the government, society and Industry Association of work advertising regulation and supervision, discusses the development trend of the world development situation and management experience of other advertising power work advertising and Inter advertising in China market. This paper summarizes some problems existing in the present supervision of Inter advertising in China, the media industry in the developed countries of the supervision mode and content, and supervision and puts forward some suggestions and methods on how to manage China39。文中根據(jù)部分資料分別分析論述了世界與中國網(wǎng)絡(luò)廣告發(fā)展歷程，中國網(wǎng)絡(luò)廣告市場規(guī)范化的發(fā)展，以及我國網(wǎng)絡(luò)廣告市場發(fā)展趨勢。討論了網(wǎng)絡(luò)廣告市場現(xiàn)狀，網(wǎng)絡(luò)廣告法制建設(shè)過程中存在的問題與產(chǎn)生網(wǎng)絡(luò)廣告存在問題的原因，討論了關(guān)于政府、社會與行業(yè)協(xié)會對網(wǎng)絡(luò)廣告監(jiān)管與監(jiān)督，討論了世界其他廣告大國網(wǎng)絡(luò)廣告的發(fā)展現(xiàn)狀及管理經(jīng)驗及我國網(wǎng)絡(luò)廣告市場的發(fā)展趨勢 。.. . . ..學(xué)習(xí)好幫手高等教育自學(xué)考試畢業(yè)設(shè)計（論文）說明書廣告學(xué)（多媒體）