試論網(wǎng)絡(luò)廣告的現(xiàn)狀及發(fā)展趨勢(shì)

行政管理論文編號(hào):XZ283  論文字?jǐn)?shù):8447,頁(yè)數(shù):12  附任務(wù)書,開(kāi)題報(bào)告
目錄
摘要 1
Abstract 1
引言 3
一、網(wǎng)絡(luò)廣告的概念、形式及特點(diǎn) 3
二、目前制約我國(guó)網(wǎng)絡(luò)廣告發(fā)展的因素及對(duì)策 5
三、網(wǎng)絡(luò)廣告的發(fā)展趨勢(shì) 9
致謝 11
參考文獻(xiàn)： 12

摘要：伴隨全球信息網(wǎng)絡(luò)化的到來(lái)，一種新型的廣告形式——網(wǎng)絡(luò)廣告迅速興起。網(wǎng)絡(luò)廣告的形式豐富多樣，變化無(wú)窮，現(xiàn)今流行的網(wǎng)絡(luò)廣告形式主要有網(wǎng)幅廣告、文本鏈接廣告、電子郵件廣告、贊助廣告、Email廣告、插播式廣告、Rich Media等。網(wǎng)絡(luò)廣告有覆蓋面廣、信息容量大、針對(duì)性強(qiáng)、視聽(tīng)效果好、時(shí)實(shí)性與持久性統(tǒng)一、廣告投放準(zhǔn)確等特點(diǎn)。但是網(wǎng)絡(luò)廣告又存在一些問(wèn)題，如主體資質(zhì)難以定位，形式缺乏創(chuàng)新，缺乏有效的效果評(píng)價(jià)機(jī)制，網(wǎng)絡(luò)廣告環(huán)境差和網(wǎng)絡(luò)廣告監(jiān)管不利等。這些問(wèn)題亟需解決。網(wǎng)絡(luò)廣告的發(fā)展前景不容小視，它必將有個(gè)美好的未來(lái)。 
 關(guān)鍵詞：互聯(lián)網(wǎng)，網(wǎng)絡(luò)廣告，發(fā)展趨勢(shì)

Abstract: It is certainly that a new type of advertisement-- Network advertisement will come into being while the arrival of networking for globe information. The form of network advertisement is abundant and changeable. Nowadays, the pop forms of network advertisement are mainly net ads, text link ads, email ads, sponsor ads, diffusing ads, Rich Media and so on. The characteristics of network ads are broad of coverage, bulky of information, strong pointed, well seeing and hearing, uniform of timeliness and durability, exactly put in etc. At the same time, there’re some problems, such as difficult to orient the principal intelligence, lick of innovation of the forms, lick of appraisal mechanism of the effects, bad environment of net ads, disadvantageous of management, and so on. All of these problems need to be solved. The prospects of development for the network advertisement do not allow looking down upon; it is certainly that networking ads will have a glorious future.
Key words: Internet, Network advertisement, Developing direction.