【正文】 ng, 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)廣告存在的問題 ................................................................................... 10 觀念問題 ........................................................................................................... 10 人們對網(wǎng)絡(luò)廣告的看法： ..................................................................... 10 解決方案： ............................................................................................. 10 數(shù)量問題 ........................................................................................................... 10 網(wǎng)絡(luò)廣告過多，導(dǎo)致 95%的網(wǎng)民有牢騷 ............................................ 10 解決方案： ............................................................................................. 11 法律問題 ........................................................................................................... 11 網(wǎng)絡(luò)廣告七大難題讓法律“束手無策” ............................................. 11 解決方案： ............................................................................................. 14 人才 問題 ........................................................................................................... 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 ................................................................... 18 網(wǎng)絡(luò)廣告的主要特點(diǎn) ....................................................................................... 18 傳播對象面廣 ......................................................................................... 18 表現(xiàn)手段豐富多彩 ................................................................................. 18 內(nèi)容種類繁多 ......................................................................................... 18 多對多的傳播過程 ................................................................................. 19 具有互動性 ............................................................................................. 19 網(wǎng)絡(luò)廣告其未來的發(fā)展趨勢 ........................................................................... 20 短期內(nèi)發(fā)展趨勢 ..................................................................................... 20 中期發(fā)展趨勢 ......................................................................................... 21 未來發(fā)展趨勢 ......................................................................................... 23 第 5 章 網(wǎng)絡(luò)廣告的發(fā)展策略 ................................................................................... 28 網(wǎng)絡(luò)廣告內(nèi)容要具體真實(shí) ............................................................................... 28 通過定向傳播和精準(zhǔn)營銷提升廣告有效性 ................................................... 28 制作有吸引力和表現(xiàn)力的廣告吸引媒體受眾 ............................................... 28 改善政策與法 律環(huán)境，加大網(wǎng)絡(luò)廣告監(jiān)管力度 ........................................... 29 加快我國網(wǎng)絡(luò)技術(shù)的發(fā)展，努力拓寬網(wǎng)絡(luò)廣告的范圍 ............................... 29 利用傳統(tǒng)媒體進(jìn)行廣告站點(diǎn)的宣傳 ............................................................... 29 廣泛普及上網(wǎng)的技術(shù)知識 ............................................................................... 30 結(jié)束語 ..............................................................