网络广告现状与发展趋势研究_毕业论文.doc
DOC格式手机打开展开
网络广告现状与发展趋势研究_毕业论文,目 录摘 要iabstractii引言- 1 -一、网络广告概述- 2 -（一）网络广告的概念- 2 -（二）网络广告的分类- 2 -（三）网络广告的特点- 3 -二、网络广告的现状- 5 -（一）国内网络广告的现状- 5 -（二）国外网络广告的现状- 6 -（三）我国网络广告存在的问题- 10 -三、网络广告行业sw...
内容介绍
此文档由会员 莎士比亚 发布
目 录
摘 要 I
Abstract II
引言 - 1 -
一、 网络广告概述 - 2 -
（一）网络广告的概念 - 2 -
（二）网络广告的分类 - 2 -
（三）网络广告的特点 - 3 -
二、 网络广告的现状 - 5 -
（一）国内网络广告的现状 - 5 -
（二）国外网络广告的现状 - 6 -
（三）我国网络广告存在的问题 - 10 -
三、 网络广告行业SWOT分析 - 12 -
（一）网络广告的发展优势分析 - 12 -
1.互动性强 - 12 -
2.易于统计 - 12 -
3.经济实惠 - 13 -
4.针对性强 - 14 -
5.跨时空性 - 14 -
（二）网络广告发展劣势分析 - 14 -
1.网民及网站的地域分布严重失衡 - 15 -
2.网民并非网络广告的目标受众 - 15 -
3.消费者的消费习惯 - 16 -
4.网络广告缺乏权威性和可信度 - 16 -
（三）网络广告发展机会分析 - 17 -
1.网络广告市场发展迅速 - 17 -
2.网络社区广告保持高速增长 - 17 -
3.电子商务推动网络广告发展 - 18 -
4.视频网站成为网络广告拉动力之一 - 18 -
（四）网络广告发展风险分析 - 19 -
1.数量风险 - 19 -
2.技术风险 - 20 -
3.信用风险 - 20 -
4.法律风险 - 21 -
四、 网络广告的发展趋势 - 22 -
（一）网络广告的发展趋势 - 22 -
（二）对网络广告的发展建议 - 23 -
附录 - 25 -
参考文献 - 27 -
致 谢 - 28 -
摘 要
随着Internet和电子商务的发展，网络广告正发挥着越来越重要的作用，同样也作为网络营销的主要手段得到了迅速的发展,掌握并合理运用网络广告对于发展网络营销有着至关重要。Internet作为一种新媒体有着自身的特点，并且借鉴着目前有关网络广告的主流观点，根据国内外网络现状的分析制定出有建设性意见的策略从而提高网络广告的质量，并对网络广告的未来发展趋势进行研究。
随着经济全球化，贸易自由化，市场的竞争日趋激烈，广告业得以迅速的发展。网络广告的发展和兴起只有不到十几年的时间，但它发展的速度令人惊异。本论文将从网络广告的形式特点以及存在的问题来讨论目前网络广告的发展现状，网络广告的发展与目前的网络发展本身有着密切的联系，，运用SWOT分析法对网络广告进行分析，并以网络广告调查问卷的形式来进一步了解网络广告的现状,从而更好的阐述网络广告发展的现状并对网络广告的发展趋势进行研究，通过对网络广告的优势、劣势、机会和风险加以综合评估与分析得出结论。
在市场需求多元化，网络媒体继续高速发展的趋势下，网络广告的优势将得到越来越多的广告商的认可。适时的采取新技术、新理念，开发出更切合实际的网络媒体，更适合消费者和市场需求的广告形式，是网络广告的优势长久的保持下去。
关键词：网络广告；SWOT分析法；问卷调查
Abstract
With the Internet and e-commerce development, online advertising is playing an increasingly important role, also as the primary means of network marketing has been the rapid development of control and rational use of online advertising is essential for the development of network marketing has. Internet as a new medium has its own characteristics, and learn from the current mainstream views on online advertising, according to the status quo of domestic and international network to develop a strategy of constructive comments to improve the quality of online advertising, and the future of online advertising Research trends.
With economic globalization, trade liberalization, the market is becoming more competitive, rapid development of the advertising industry. The development and rise of online advertising, less than ten years time, but it amazing the speed of development. The paper will feature in the form of online advertising and the problems to discuss the current status of the development of online advertising, online advertising development and the current network is closely linked to development itself, using the SWOT analysis method to analyze online advertising, and Internet advertising in the form of the questionnaire to learn more about the status of online advertising to better exposition of the status of the development of online advertising online advertising trends and research, online advertising through the strengths, weaknesses, opportunities and risks are assessed and It is concluded.
Demand in the market diversification, continued rapid development of Internet media trend, the advantages of online advertising will be more and more recognized by advertisers. Timely adopt new technologies, new ideas, develop a more realistic network media, consumer and market demand for more suitable forms of advertising, the advantages of online advertising is maintained long.
Key Words：Online advertising; SWOT analysis; survey
摘 要 I
Abstract II
引言 - 1 -
一、 网络广告概述 - 2 -
（一）网络广告的概念 - 2 -
（二）网络广告的分类 - 2 -
（三）网络广告的特点 - 3 -
二、 网络广告的现状 - 5 -
（一）国内网络广告的现状 - 5 -
（二）国外网络广告的现状 - 6 -
（三）我国网络广告存在的问题 - 10 -
三、 网络广告行业SWOT分析 - 12 -
（一）网络广告的发展优势分析 - 12 -
1.互动性强 - 12 -
2.易于统计 - 12 -
3.经济实惠 - 13 -
4.针对性强 - 14 -
5.跨时空性 - 14 -
（二）网络广告发展劣势分析 - 14 -
1.网民及网站的地域分布严重失衡 - 15 -
2.网民并非网络广告的目标受众 - 15 -
3.消费者的消费习惯 - 16 -
4.网络广告缺乏权威性和可信度 - 16 -
（三）网络广告发展机会分析 - 17 -
1.网络广告市场发展迅速 - 17 -
2.网络社区广告保持高速增长 - 17 -
3.电子商务推动网络广告发展 - 18 -
4.视频网站成为网络广告拉动力之一 - 18 -
（四）网络广告发展风险分析 - 19 -
1.数量风险 - 19 -
2.技术风险 - 20 -
3.信用风险 - 20 -
4.法律风险 - 21 -
四、 网络广告的发展趋势 - 22 -
（一）网络广告的发展趋势 - 22 -
（二）对网络广告的发展建议 - 23 -
附录 - 25 -
参考文献 - 27 -
致 谢 - 28 -
摘 要
随着Internet和电子商务的发展，网络广告正发挥着越来越重要的作用，同样也作为网络营销的主要手段得到了迅速的发展,掌握并合理运用网络广告对于发展网络营销有着至关重要。Internet作为一种新媒体有着自身的特点，并且借鉴着目前有关网络广告的主流观点，根据国内外网络现状的分析制定出有建设性意见的策略从而提高网络广告的质量，并对网络广告的未来发展趋势进行研究。
随着经济全球化，贸易自由化，市场的竞争日趋激烈，广告业得以迅速的发展。网络广告的发展和兴起只有不到十几年的时间，但它发展的速度令人惊异。本论文将从网络广告的形式特点以及存在的问题来讨论目前网络广告的发展现状，网络广告的发展与目前的网络发展本身有着密切的联系，，运用SWOT分析法对网络广告进行分析，并以网络广告调查问卷的形式来进一步了解网络广告的现状,从而更好的阐述网络广告发展的现状并对网络广告的发展趋势进行研究，通过对网络广告的优势、劣势、机会和风险加以综合评估与分析得出结论。
在市场需求多元化，网络媒体继续高速发展的趋势下，网络广告的优势将得到越来越多的广告商的认可。适时的采取新技术、新理念，开发出更切合实际的网络媒体，更适合消费者和市场需求的广告形式，是网络广告的优势长久的保持下去。
关键词：网络广告；SWOT分析法；问卷调查
Abstract
With the Internet and e-commerce development, online advertising is playing an increasingly important role, also as the primary means of network marketing has been the rapid development of control and rational use of online advertising is essential for the development of network marketing has. Internet as a new medium has its own characteristics, and learn from the current mainstream views on online advertising, according to the status quo of domestic and international network to develop a strategy of constructive comments to improve the quality of online advertising, and the future of online advertising Research trends.
With economic globalization, trade liberalization, the market is becoming more competitive, rapid development of the advertising industry. The development and rise of online advertising, less than ten years time, but it amazing the speed of development. The paper will feature in the form of online advertising and the problems to discuss the current status of the development of online advertising, online advertising development and the current network is closely linked to development itself, using the SWOT analysis method to analyze online advertising, and Internet advertising in the form of the questionnaire to learn more about the status of online advertising to better exposition of the status of the development of online advertising online advertising trends and research, online advertising through the strengths, weaknesses, opportunities and risks are assessed and It is concluded.
Demand in the market diversification, continued rapid development of Internet media trend, the advantages of online advertising will be more and more recognized by advertisers. Timely adopt new technologies, new ideas, develop a more realistic network media, consumer and market demand for more suitable forms of advertising, the advantages of online advertising is maintained long.
Key Words：Online advertising; SWOT analysis; survey
