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1、目錄摘要..............................................................................IAbstract............................................................................II引言.................................................

2、............................1一、網(wǎng)絡(luò)廣告概述.............................................................2（一）網(wǎng)絡(luò)廣告的概念.........................................................2（二）網(wǎng)絡(luò)廣告的分類...........................................

3、..............2（三）網(wǎng)絡(luò)廣告的特點(diǎn).........................................................3二、網(wǎng)絡(luò)廣告的現(xiàn)狀...........................................................5（一）國(guó)內(nèi)網(wǎng)絡(luò)廣告的現(xiàn)狀.....................................................5（二

4、）國(guó)外網(wǎng)絡(luò)廣告的現(xiàn)狀.....................................................6（三）我國(guó)網(wǎng)絡(luò)廣告存在的問(wèn)題................................................10三、網(wǎng)絡(luò)廣告行業(yè)SWOT分析...................................................12（一）網(wǎng)絡(luò)廣告的發(fā)展優(yōu)勢(shì)分析...........

5、.....................................121.互動(dòng)性強(qiáng)..............................................................122.易于統(tǒng)計(jì)..............................................................123.經(jīng)濟(jì)實(shí)惠...................................

6、...........................134.針對(duì)性強(qiáng)..............................................................145.跨時(shí)空性..............................................................14（二）網(wǎng)絡(luò)廣告發(fā)展劣勢(shì)分析......................................

7、............141.網(wǎng)民及網(wǎng)站的地域分布嚴(yán)重失衡..........................................152.網(wǎng)民并非網(wǎng)絡(luò)廣告的目標(biāo)受眾............................................153.消費(fèi)者的消費(fèi)習(xí)慣......................................................164.網(wǎng)絡(luò)廣告缺乏權(quán)威性和可信度....

8、........................................16（三）網(wǎng)絡(luò)廣告發(fā)展機(jī)會(huì)分析..................................................171.網(wǎng)絡(luò)廣告市場(chǎng)發(fā)展迅速..................................................172.網(wǎng)絡(luò)社區(qū)廣告保持高速增長(zhǎng)...................................

9、...........173.電子商務(wù)推動(dòng)網(wǎng)絡(luò)廣告發(fā)展..............................................184.視頻網(wǎng)站成為網(wǎng)絡(luò)廣告拉動(dòng)力之一........................................18（四）網(wǎng)絡(luò)廣告發(fā)展風(fēng)險(xiǎn)分析..................................................191.數(shù)量風(fēng)險(xiǎn)...............

10、...............................................192.技術(shù)風(fēng)險(xiǎn)..............................................................203.信用風(fēng)險(xiǎn)..............................................................204.法律風(fēng)險(xiǎn).........................

11、.....................................21四、網(wǎng)絡(luò)廣告的發(fā)展趨勢(shì)......................................................22（一）網(wǎng)絡(luò)廣告的發(fā)展趨勢(shì)....................................................22（二）對(duì)網(wǎng)絡(luò)廣告的發(fā)展建議...................................

12、...............23附錄............................................................................25參考文獻(xiàn)........................................................................27致謝...........................................

13、..............................28網(wǎng)絡(luò)廣告現(xiàn)狀與發(fā)展趨勢(shì)研究IIAbstractWiththeInterecommercedevelopmentonlineadvertisingisplayinganincreasinglyimptantrolealsoastheprimarymeansofwkmarketinghasbeentherapiddevelopmentofcontrolrationaluseof

14、onlineadvertisingisessentialfthedevelopmentofwkmarketinghas.Interasanewmediumhasitsownacteristicslearnfromthecurrentmainstreamviewsononlineadvertisingaccdingtothestatusquoofdomesticinternationalwktodevelopastrategyofcons

15、tructivecommentstoimprovethequalityofonlineadvertisingthefutureofonlineadvertisingResearchtrends.Witheconomicglobalizationtradeliberalizationthemarketisbecomingmecompetitiverapiddevelopmentoftheadvertisingindustry.Thedev

16、elopmentriseofonlineadvertisinglessthantenyearstimebutitamazingthespeedofdevelopment.Thepaperwillfeatureinthefmofonlineadvertisingtheproblemstodiscussthecurrentstatusofthedevelopmentofonlineadvertisingonlineadvertisingde

17、velopmentthecurrentwkiscloselylinkedtodevelopmentitselfusingtheSWOTanalysismethodtoanalyzeonlineadvertisingInteradvertisinginthefmofthequestionnairetolearnmeaboutthestatusofonlineadvertisingtobetterexpositionofthestatuso

18、fthedevelopmentofonlineadvertisingonlineadvertisingtrendsresearchonlineadvertisingthroughthestrengthsweaknessesopptunitiesrisksareassessedItisconcluded.DeminthemarketdiversificationcontinuedrapiddevelopmentofIntermediatr

19、endtheadvantagesofonlineadvertisingwillbememerecognizedbyadvertisers.Timelyadoptnewtechnologiesnewideasdevelopamerealisticwkmediaconsumermarketdemfmesuitablefmsofadvertisingtheadvantagesofonlineadvertisingismaintainedlon

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