摘要互联网，作为电视、广播、报纸、杂志传统四大媒体之后的第五大媒体，吸引了越来越多的广告主和大众的眼球，已成为势不可挡的新兴媒体。借助网络媒体的舞台，面对旺盛的广告市场需求，网络广告凭借其独特的优势，成为门户网站的主要赢利，也成为广告主的新宠。然而，中国的网络广告发展时间还比较短，虽然发展势头很猛，但并非完美无缺，它所存在的问题和困难不能忽视。本文分析中国网络广告存在的问题，并尝试找出解决问题的方法。关键字：网络广告，富媒体广告，差异化，窄告AbstractTheInternet,astelevision,radio,newspapers,magazines,thetraditionalfourbigmediaafterthefifthlargestmedia,hasattractedmoreandmoreadvertisersandpublicattention,newmediahasbecomeinevitable.Withtheaidofnetworkmediastage,inthefaceofstrongadvertisingmarketdemand,onlineadvertising,withitsuniqueadvantages,becomethemainprofitsourceofportal,alsobecomethelatestmust-havesintheadvertisers.However,China'sonlineadvertisingdevelopmenttimeisshort,althoughthemomentumofdevelopmentisveryfierce,butisnotperfect,itcannotignoretheproblemsanddifficulties.ThispaperanalyzestheproblemsexistingintheChina'sonlineadvertisingandtrytofindthemethodstosolvetheproblem.Keywords:networkads,richmediaads,differentiation,narrow目录1、绪论...........................................................................................................................................................12、网络广告的种类、形式及优势...............................................................................................................12.1网络广告的种类......................................................................................................................................12.2网络广告的形式......................................................................................................................................12.3网络广告的优势......................................................................................................................................23、中国网络广告的发展现状.......................................................................................................................33.1中国网络广告的发展..............................................................................................................................33.2中国网络广告存在的问题......................................................................................................................44、网络广告可持续发展策略及发展方向...................................................................................................74.1建立一套切实可行的网络广告效果评估体系......................................................................................74.2富媒体广告已成为网络广告的全新选择..............................................................................................74.3技术含量在网络广告中有着不可忽视的作用，技术提供商应以技术取胜.......................................84.4网络媒体要增强自己的核心竞争力，而差异化是创造核心竞争力的基础.......................................84.5网络广告必须定位于小众市场..............................................................................................................84.6网络广告真正与营销全面结合..............................................................................................................94.7网络和传统媒介融合的加快.......................................................................
