论网络广告的传播优势及其作用的发挥摘要：随着电子商务的发展，互联网环境的不断变化，网络营销步入了良性发展的轨道，迫切需要有效的网络营销工具和营销手段。网络广告从1997年进入中国市场以来己经走过了十几个年头，借助网络媒体这个舞台，依托旺盛的广告市场需求，凭借其独特的传播优势，已经成为网络媒体业绩增长最快的业务。在电子商务时代，由于生产者与消费者之间中间环节的减少，网络广告作为生产者与消费者之间的桥梁，消费者对产品的选择更加依赖广告，作为互联网产业支柱之一的网络广告业进入高速增长期。文章在对网络广告的相关理论进行简要梳理的基础上，分析了网络广告的传播优势以及发挥网络广告优势的途径。关键词（本论文范文的主要论点）：网络广告；传播优势；作用Study on the advantages of the spread of online advertising and its role to playAbstract: With the development of electronic commerce, the Internet environment, constantly changing, the network marketing into a healthy development track, the urgent need for effective network marketing tool and marketing tool. Online advertising from 1997 since entering the Chinese market has gone through a dozen years, with the help Internet media this stage, relying on strong advertising market demand, by virtue of its unique spread of advantages, has become the fastest-growing Internet media business performance. Publicity to target customers from the enterprise product, communication business philosophy this perspective, the online advertising network marketing system of knowledge is undoubtedly the most important part. Meanwhile, online advertising is that the enterprises through a network of media contacts with customers, the most active and most extensive contact surface. Therefore, active in the market economy and environment businesses, online advertising is a new marketing and communication tools to be able to enrich corporate promotions, optimize advertising marketing programs, reduce business publicity costs and timely access to customer feedback, increases and Customer means of communication, and many other aspects of access to new customers and enhance their market competitiveness. In the age of electronic commerce, as intermediaries between producers and consumers decrease in online advertising as a bridge between producers and consumers, consumers become more dependent on the choice of product advertising, the Internet industry, as one of the pillars of the online advertising industry had entered a period of rapid growth. The article first of the online advertising brief sort the relevant theories, including the meaning and categories of online advertising, and then from the audience a wide range of information can be interactive feedback can be chosen to run a more targeted goals, the information available to the audience their own choice and have time and space Unlimited continuity five analyzed the spread of online advertising advantages and ways to play online advertising advantages. Keywords: Internet advertising; transmission advantage; role of
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