都市门户网站的广告经营

华中科技大学硕士学位论文都市门户网站的广告经营姓名：张世良申请学位级别：硕士专业：传播学指导教师：舒咏平20060508IIIAbstractWorldwidenetworkmaderapiddevelopment,onlineadvertisinghasbringgreatpressureontraditionalmediaadvertising,internethavegraduallyoccupiedtheirownspace.Portalwebsiteadvertisingisnotonlytheenlightenmentofdevelopmenttypes,butalsopromotethecontinueddevelopmentoftheInternetadvertisingintoday'sonlineadvertisingmarket,whichoccupiesthemostcriticalposition.Withthecontinuousdevelopmentoftheinternet,thewebsitebegantodisplaynewcharacteristics,moreandwebsiteconcentrateonpersonalizedserviceandminoritygroups,moreandmorewebsitetrytoshowtheinteractivityofnetwork.Professionalwebsitebegantochallengetheportalwebsite,andthewebsitewhichpositioninlocalareashowsthegeographicalprofessional.atthesametime.Positioninthecity’sarea,withhighqualityaudiencegroups,followingthetendencyofsub-network,suitableforthetrendsofe-commercemarketing,whichhastheabilitytoseizethepositionoftheirown.Accordingtothetrendofdevelopmentofthisnetworkandthedevelopmentoftraditionalmediaexperience,theconceptofcityportalisbringup.Thenintheanalysisofnetworkadvertisingsituation,analysisofurbanenvironmentalconditionsandthecircumstancesofportalwebsites,wecanunderstandclearlytheadvantagesanddisadvantagesifurbanwebsite.Onthebasisoftheanalysisabove,thedevelopmentoftheurbanwebsite’sadoperatingshouldrelyonsevenpoints:jointmedia,brand,e-commerce,softstrategy,creativeandplanning,marketingservices,advertisingmonitoring.KeyWords:urbanportalwebsite,adoperating,onlinead,localization111.1CNNNIC521.231.31.4422.1WEB1219955YAHOO3120032311422006285332003112112165422AOLSINASOHU163TOMQQCHINA42004049362.22.2.1CNNNIC52.2.22005720045051002.2.32002512024152503936520043362004053081.2.933.17,,81994WIREDHOLWIRED19973ChinabyteIBM(intel)468609,,10SP26092699MEDIAMETRIX1999127(),200501408,200510106920017818310ChristinaGoodmanRESEARCH-ONLINEADVERTISING:InternetadbreaksBrandStrategy.London:Apr10,2006.pg.5810148771033613261208113.23.2.1123.2.2,,,3.2.311:200083341219992211133.2.4AIDA,AIDA:(attention),(interest),(desire),(action)14AIDAAIDA153.2.513212001717114,,AIDA,20051017117215ALLENCKSNISD20011185123.31613.4162005=2694815131723.518SINATOM172005=2694826182005=2694822143:,193.63.6.12019,2002,15-16202000925615200512520049630212253.6.2RichMedia231:2D3DVideoAudioJAVA21IABreportsInternetadrevenueup30%in2005Anonymous.BtoB.Chicago:Mar13,2006.Vol.91,Iss.3;pg.6,1pgs222005=269481323:IAB2001-200360%28%INTEL,60%15%242563.6.3IResearch200524RichMedia:What?Where?Why?://://=2694825272002.283018194284.1,2005GDP70004000“28,2001.12520”4.221,,,,,29200622“”292002712214.345%30%25%30CNNIC2000311931.42.61/39168.616.9%1/51/632CNNIC/38.7%29.3%33CNNIC30,2001.2031CNNIC:::()9CNNIC3505://(N=2312)(N=2028)(N=1335)(N=1252)(N=1153)(N=910)67.3%22.1%33.4%45.0%67.7%800800801-10001001-1999200020002310373705:20011310391220026725(1)404142B2BB2CC2CB2BB2CB2C(2)4021,2001.187412002.3542:200112392643(3)400043,2001.20242720%80%5.1.2(1)44(2)(3)4420061596028POPOSINASOHU163BANNERBUTTON5.25.2.1295.2.220055.2.33SP20055.2.43045200530%200520055.3ALEXAALEXAPVALEXAPVREACHPV35666ALEXAPV4521,2001.18431ALEXA20063511ALEXA20063512ALEXA20063513ALEXA200635143215010000200003000040000500006000070000123456123456TOM160100020003000400050006000700080001234561234563316050010001500200025003000123456123456PV1702468101214123456123456TOM34PV18024681012123456123456PV19024681012123456123456356,,,.,,466.146,2002,20-23366.1.1ALEX6.2.247471998051921376.2484950481814920009150Chen,Wen-jung:TheImpactofWebSiteImageandConsumerPersonalityonConSUMERBehavior,InternationalofManagement,Sep2005P483-496386.2.1BBSBBS39%486000BBSBBS6.2.2392030696.36.3.15151200412964052535420066.3.252200547453225441556.3.36.4552005127C0414256,,,,576.4.15856:200271665720054,958Teo,ThompsonS.H,Yu,Yuanyou:Onlinebuyingbehavior:atransationcosteconomicsperspective,Omega,Oct2005P451-46543B2BB2CC2CB2BB2CC2CB2C446.4.2BANNERADIMA456.5,,596061WEB2.0,6.5.1592002019160CorilynShropshireAsInternetadsgrow,consumersmay