网络论坛的广告博弈——中国网情考察报告之一  

The Internet Forum Tribune Game——One of the Chinese Network Situation Investigation Report

作　　者：王长城[1] 

机构地区：[1]贵州民族大学传媒学院,贵州贵阳55002

出　　处：《毕节学院学报（综合版）》2014年第3期95-99,共5页Journal of Bijie University

基　　金：贵州民族大学省级特色重点学科--新闻传播学建设成果之一

摘　　要：研究网络论坛具有斗争或竞争性质的广告现象,这种现象本文称为网络论坛的广告博弈。上网逛论坛已经成为现代国人的一种生活方式。网络论坛的流量称"点击率",日平均点击率低的情况有数万或十多万,多者可达数百万次。对于广告主而言,网络的媒体优势正在逐步突显。网络论坛的广告博弈分为两方:一方是网络论坛的管理部门,另一方是广告投放的个人或企事业单位。后者力图免费进行广告投放,前者则千方百计予以制止。从而形成精彩的广告博弈现象。Researching the internet forum tribune is a struggle and competition phenomenon, we call the internet Forum Tribune problem. The flow and benefit of the internet forum tribune has become a lifestyle of modern people. The flow of the internet forum tribune is also called ＂hits＂. Daily average click-through rates generally low tens of thousands of or more than ten, even reach millions of times sometimes.For advertisers, net- work media advantage is gradually feature.The internet forum tribune game playing is divided into two sides. One is the management of the internet Forum Tribune, the other is advertising individual or enterprises.The latter tried to put good on the market about advertising, the former one ,make ever attempt,to stop. In this way by this mean, formed a brilliant internet forum tribune phenomenon.

关 键 词：广告博弈 点击率 群删封权 软广告 网络水军 

分 类 号：G210[文化科学—新闻学]