1摘 要近几年，互联网已成为全球经济增长的主要驱动力，用户与流量规模持续扩张，信息化进程孕育了电子商务，其作为一种新兴的商业运作形式已进入人们的生活当中，对传统的商业模式造成了巨大的冲击。为了经济发展和社会进步，企业在积极地采取应对措施，在网络平台上实施全新的商业运作形式，开展有效的网络营销活动，以推动企业发展的建设进程。作为一个特别的载体，网络呈现出一种全新的形式。网络广告影响了传统广告行业的方方面面，为广告行业开拓了一个全新的市场和机遇。但由于网络广告并非处于完全成熟的阶段，很多理论体系和规章制度尚未健全。相比起网络广告的传播速度之快，其学术方面的研究却发展缓慢。尽管国外研究学者相对于国内较早地对网络广告开始摸索，但依目前的研究来看，网络广告的理论框架还存在不足之处。本文从网络营销市场的角度出发，分析并总结了网络广告策略的类型和网络广告行业存在的问题。这样做的目的是希望企业能够牢牢把握网络广告的特点，扬长避短，将网络广告效益最大化，为我国企业提供了有效的基于网络广告使用的理论基础。 关键词：网络营销；网络广告；策略AbstractIn recent years, the Internet has become the main driving force of global economic growth. The scale of users and traffic continues to expand. The 21informatization process has nurtured e-commerce. As an emerging form of business operation, it has entered people’s lives. The model caused a huge impact. For economic development and social progress, companies are actively taking countermeasures, implementing brand-new business operation forms on network platforms, and carrying out effective network marketing activities to promote the construction process of enterprise development.As a special carrier, the network presents a completely new form. Online advertising has affected all aspects of the traditional advertising industry, opening up a whole new market and opportunity for the advertising industry. However, because online advertising is not at a fully mature stage, many theoretical systems and regulations are ...
