目 錄
摘 要 I
Abstract II
引言 - 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 - 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）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 - 12 -
1.互動(dòng)性強(qiáng) - 12 -
2.易于統(tǒng)計(jì) - 12 -
3.經(jīng)濟(jì)實(shí)惠 - 13 -
4.針對(duì)性強(qiáng) - 14 -
5.跨時(shí)空性 - 14 -
（二）網(wǎng)絡(luò)廣告發(fā)展劣勢(shì)分析 - 14 -
1.網(wǎng)民及網(wǎng)站的地域分布嚴(yán)重失衡 - 15 -
2.網(wǎng)民并非網(wǎng)絡(luò)廣告的目標(biāo)受眾 - 15 -
3.消費(fèi)者的消費(fèi)習(xí)慣 - 16 -
4.網(wǎng)絡(luò)廣告缺乏權(quán)威性和可信度 - 16 -
（三）網(wǎng)絡(luò)廣告發(fā)展機(jī)會(huì)分析 - 17 -
1.網(wǎng)絡(luò)廣告市場(chǎng)發(fā)展迅速 - 17 -
2.網(wǎng)絡(luò)社區(qū)廣告保持高速增長(zhǎng) - 17 -
3.電子商務(wù)推動(dòng)網(wǎng)絡(luò)廣告發(fā)展 - 18 -
4.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 - 19 -
1.數(shù)量風(fēng)險(xiǎn) - 19 -
2.技術(shù)風(fēng)險(xiǎn) - 20 -
3.信用風(fēng)險(xiǎn) - 20 -
4.法律風(fēng)險(xiǎn) - 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 - 23 -
附錄 - 25 -
參考文獻(xiàn) - 27 -
致 謝 - 28 -

摘 要
　　

隨著Internet和電子商務(wù)的發(fā)展，網(wǎng)絡(luò)廣告正發(fā)揮著越來越重要的作用，同樣也作為網(wǎng)絡(luò)營(yíng)銷的主要手段得到了迅速的發(fā)展,掌握并合理運(yùn)用網(wǎng)絡(luò)廣告對(duì)于發(fā)展網(wǎng)絡(luò)營(yíng)銷有著至關(guān)重要。Internet作為一種新媒體有著自身的特點(diǎn)，并且借鑒著目前有關(guān)網(wǎng)絡(luò)廣告的主流觀點(diǎn)，根據(jù)國(guó)內(nèi)外網(wǎng)絡(luò)現(xiàn)狀的分析制定出有建設(shè)性意見的策略從而提高網(wǎng)絡(luò)廣告的質(zhì)量，并對(duì)網(wǎng)絡(luò)廣告的未來發(fā)展趨勢(shì)進(jìn)行研究。
　　
隨著經(jīng)濟(jì)全球化，貿(mào)易自由化，市場(chǎng)的競(jìng)爭(zhēng)日趨激烈，廣告業(yè)得以迅速的發(fā)展。網(wǎng)絡(luò)廣告的發(fā)展和興起只有不到十幾年的時(shí)間，但它發(fā)展的速度令人驚異。本論文將從網(wǎng)絡(luò)廣告的形式特點(diǎn)以及存在的問題來討論目前網(wǎng)絡(luò)廣告的發(fā)展現(xiàn)狀，網(wǎng)絡(luò)廣告的發(fā)展與目前的網(wǎng)絡(luò)發(fā)展本身有著密切的聯(lián)系，，運(yùn)用SWOT分析法對(duì)網(wǎng)絡(luò)廣告進(jìn)行分析，并以網(wǎng)絡(luò)廣告調(diào)查問卷的形式來進(jìn)一步了解網(wǎng)絡(luò)廣告的現(xiàn)狀,從而更好的闡述網(wǎng)絡(luò)廣告發(fā)展的現(xiàn)狀并對(duì)網(wǎng)絡(luò)廣告的發(fā)展趨勢(shì)進(jìn)行研究，通過對(duì)網(wǎng)絡(luò)廣告的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和風(fēng)險(xiǎn)加以綜合評(píng)估與分析得出結(jié)論。
　　
在市場(chǎng)需求多元化，網(wǎng)絡(luò)媒體繼續(xù)高速發(fā)展的趨勢(shì)下，網(wǎng)絡(luò)廣告的優(yōu)勢(shì)將得到越來越多的廣告商的認(rèn)可。適時(shí)的采取新技術(shù)、新理念，開發(fā)出更切合實(shí)際的網(wǎng)絡(luò)媒體，更適合消費(fèi)者和市場(chǎng)需求的廣告形式，是網(wǎng)絡(luò)廣告的優(yōu)勢(shì)長(zhǎng)久的保持下去。

關(guān)鍵詞：網(wǎng)絡(luò)廣告；SWOT分析法；問卷調(diào)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