毕业论文 - 图文

湖南现代物流职业技术学院

毕业论文

题 目 网络广告的盈利模式及其启示 系 物流信息系 专 业 电子商务 班 级 0901班 姓 名 宁 怡 指导教师 朱宏宇

2011年11月26日

内容提要

网络广告发轫于1994年的美国。当年10月14日，美国著名的Wired杂志推出了网络版的Hotwired，其主页上开始有14个客户的横幅广告。这是广告史上里程碑式的一个标志，同时也让网络开发商与服务商看到了一条光明的道路。

网络广告随着互联网的迅速发展应运而生，并继报刊、杂志、广播、电视等四大传统媒体广告后确立了第五大媒体的地位。这一新生力量自1997年诞生后在短短几年内以闪电式的速度迅速增长，在各大网站上占据了不可动摇的地位。因此，众多行业都从中发现了网络广告所具有的巨大媒体潜力，而它自身在为企业创造了巨大的商机的同时也使越来越多的受众群体得到不同程度的利益。

在我的论文就网络广告的现状与未来发展趋势进行分析，在分析过程中对网络广告至今的一些模式、产品、专业术语及市场环境进行简单的分析与说明，对网络广告的未来发展趋势用案例的形式予以分析，并对百度公司产品及服务做以简单介绍。在写作时，对网络广告的规范制度存在的一些问题进行了分析与说明，希望在将来网络能够成为一个信息丰富、有意义的、有秩序的信息传播平台，并试图探索出其发展趋势。

关键词：网络广告、百度产品、竞价排名、火爆地带

目录

第一章 网络广告的现状 ···································································································································· - 1 -

1.1 网络广告简介 ······································································································································ - 1 - 1.2 网络广告的种类 ··································································································································· - 2 - 第二章 网络广告的特征与优势 ························································································································· - 4 -

2.1 网络广告的特征 ·································································································································· - 4 - 2.2 网络广告的优势 ·································································································································· - 4 - 第三章 百度广告推广模式 ································································································································ - 6 -

3.1 百度服务 ·············································································································································· - 6 - 3.2百度的产品 ··········································································································································· - 6 - 3.3百度竞价排名的特点 ························································································································· - 10 - 3.4百度广告的盈利模式 ··························································································································- 11 - 第四章 网络广告未来的发展趋势 ··················································································································· - 12 -

4.1 网络广告的发展契机························································································································· - 12 - 4.2网络广告将真正与营销全面结合 ······································································································ - 13 - 4.3网络广告将趋于规范化和科学化 ······································································································ - 13 - 4.4盈利模式对未来网络广告发展的影响 ······························································································· - 14 - 总结 ······················· …… 此处隐藏：1218字，全部文档内容请下载后查看。喜欢就下载吧 ……