国内网络广告市场竞争分析

国内网络广告市场竞争分析(论文10000字)
摘  要
随着信息产业的迅速发展，网络广告已成为世界上最流行的广告形式。它不仅能针对不同的受众进行不同的广告，而且能有效地将文字、声音、图像和动画结合起来，为消费者和消费者传递各种感官信息。现阶段，网络广告的发展也在逐步完善，传统广告练练的融入网络广告市场。许多行业对网络广告巨大的媒体潜力持乐观态度，这为企业创造了巨大的商机。也正因是如此，我们才应该从一个新的角度来探索国内网络广告市场竞争的发展趋势。本文首先对网络广告和网络广告市场的概念进行了阐述，认为网络广告是以广告横幅、文本链接、网站多媒体等方式在互联网上进行广告宣传，并通过网络传播给网民的一种高科技广告经营模式。其次，分析了国内网络广告市场竞争现状，并对国内网络广告市场的竞争情况进行了具体的分析，包括其存在的问题，出现问题的原因，以及相应的解决策略。
关键词：网络广告； 市场竞争； 分析； 策略。

Abstract：With the rapid development of information industry, online advertising has become the most popular form of advertising in the world. It not only can carry out different advertisements for different audiences, but also can effectively combine text, sound, image and animation to transmit various sensory information for consumers and consumers. At this stage, the development of online advertising is also gradually improving, traditional advertising practice into the online advertising market. Many industries are optimistic about the huge media potential of online advertising, which creates huge business opportunities for enterprises. It is also because of this that we should explore the development trend of domestic online advertising market competition from a new perspective.Firstly, this paper expounds the concepts of online advertising and online advertising market. It holds that online advertising is a high-tech advertising business model that advertises on the Internet by means of advertisement banners, text links, website multimedia and so on, and disseminates to netizens through the network. Secondly, it analyses the current situation of domestic online advertising market competition, and makes a specific analysis of the domestic online advertising market competition, including the existing problems, the reasons for the problems, and the corresponding solutions.
Key words: online advertising; market competition; analysis;strategy
 
目  录
第一章 绪论    1
1.1研究背景及意义    1
1.2研究现状    1
1.3研究方法    1
第二章 理念概述    2
2.1网络广告    2
2.2网络广告市场    2
第三章  国内网络广告市场竞争现状    3
第四章  国内网络广告市场竞争分析    5
4.1国内网络广告市场竞争存在问题    5
4.1.1网络广告市场竞争不择手段    5
4.1.2网络广告市场竞争制度不规范    5
4.1.3网络广告市场竞争相关法律规定缺失    5
4.1.4网络广告市场竞争人才培养不力    6
4.1.5网络广告市场竞争压力日趋严重    6
4.2国内网络广告市场竞争存在问题的原因    6
4.2.1网络广告市场只注重目的    6
4.2.2网络广告市场竞争制度建设缺失    7
4.2.3网络广告市场竞争相关法律重视程度不够    7
4.2.4网络广告市场竞争人才培养条件缺失    8
4.2.5网络广告市场竞争者越来越多    8
4.3国内网络广告市场竞争采取策略    8
4.3.1规范网络广告市场竞争手段    8
4.3.2建立科学有效的网络广告市场竞争制度    9
4.3.3制定完善的网络广告市场竞争相关法律规定    9
4.3.4培养大量网络广告市场竞争人才    9
4.3.5塑造有效环境和氛围，减少网络广告市场竞争压力    10
第五章  结论    11
参考文献    12
致  谢    13