营销传播在市场经济体制下的企业竞争中具有十分重要的地位。而信息技术的发展带来了新的信息环境与传播渠道,改变了企业传统营销传播企划的格局。本文介绍了因特网的重要组成—万维网(WWW)作为广告新媒体的应用现状,并从传播学的角度比较分析了它和传统媒体与传播方式之间的差异。 Marketing communication plays a very important role in the competition of enterprises under the market economy system. The development of information technology has brought a new information environment and communication channels, changing the traditional pattern of marketing communications planning. This article introduces the application status of World Wide Web (WWW), an important component of the Internet, and compares the difference between it and traditional media and modes of communication from the perspective of communication science.