中美网络广告营销比较  

A comparative study of online advertisement between China and U.S.

作　　者：林珊珊[1] 文燕平[1] 

机构地区：[1]上海师范大学,上海200234

出　　处：《上海市经济管理干部学院学报》2007年第4期24-28,共5页Journal of Shanghai Economic Management College

摘　　要：随着互联网的发展,中国网络广告正逐渐被人们认识和运用,且得到了迅猛发展,但与美国等发达国家相比仍有不小的差距。本文试图通过对中美网络广告市场规模、网络广告表现形式、广告主行业集中度以及收费模式之间的比较来发现异同点和差距,分析背后深层次原因,指出中国网络广告面临的主要问题,为中国网络广告未来发展提出建议。With the rapid development of interact, online advertisement have been realized and utilized by more and more people in China. However, there is still a large gap between China and the developed countries in the online advertisement. This article analyzed the differences and gap between China and America, with the comparison of the market size, presentation forms, industry distribution and charge mode. On the base of the comparison, the authors pointed out the main problems of online advertisement and put forword some suggestions for the future development of online advertisement in China.

关 键 词：网络广告 网络营销 

分 类 号：F713.8[经济管理—广告]