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所谓网络广告,有专家认为是指在因特网站点上发布的,以数字代码为载体的各种经营性广告。随着互联网的迅猛发展,网络广告以其交互直接、传播广泛、针对性强、反馈及时等优势发挥着日益重要的效用,经过十多年快速的发展历程,互联网已经形成规模,其应用走向多元化。而且,网络广告具有传统媒体广告无法比拟的优势,它既融合了传统媒体的优点,又有其自身的特质。我国的网络广告起步相对较晚,但其形式和效果己初步得到认可,其巨大潜力和对传统广告模式的影响引起了企业界和学术界的广泛关注。在这种前提下,研究网络广告特征和经营策略有着十分重要的意义。
The so-called online advertising, some experts believe that is published on the Internet site to digital code as a carrier of various commercial advertising. With the rapid development of the Internet, online advertising plays an increasingly important role with its direct interaction, broad dissemination, strong pertinence, timely feedback and other advantages. After more than a decade of rapid development, the Internet has become a scale with diversified applications The Moreover, online advertising has the advantage of traditional media advertising, which not only combines the advantages of traditional media, but also has its own characteristics. China’s online advertising started relatively late, but its form and effect have been initially recognized. Its great potential and its impact on traditional advertising models have drawn wide attention from businesses and academia. Under this kind of premise, it is of great significance to study the characteristics of online advertising and business strategy.