本文選題：新聞網(wǎng)站廣告 + 網(wǎng)站廣告經(jīng)營(yíng)狀況�。� 參考：《河北大學(xué)》2013年碩士論文

【摘要】：據(jù)《第29次中國(guó)互聯(lián)網(wǎng)絡(luò)發(fā)展?fàn)顩r統(tǒng)計(jì)報(bào)告》發(fā)布，截至2011年底，中國(guó)網(wǎng)站數(shù)量已達(dá)到229.6萬，比2010年全年增長(zhǎng)了20%。與此同時(shí)，2011年底.CN域名注冊(cè)量高達(dá)353萬個(gè)與2010年相比增長(zhǎng)26000余個(gè)，這個(gè)數(shù)據(jù)表明未來我國(guó)網(wǎng)站數(shù)量還在持續(xù)上升。我們知道，世界上的互聯(lián)網(wǎng)最早起源于美國(guó)，，在1969年誕生，它是20世紀(jì)偉大的發(fā)明之一。隨著廣告商繼續(xù)將廣告預(yù)算從印刷和廣播電視媒體轉(zhuǎn)向互聯(lián)網(wǎng)，2012年美國(guó)互聯(lián)網(wǎng)廣告第三季度收入就高達(dá)93億美元，又據(jù)《2012艾瑞互聯(lián)網(wǎng)重要領(lǐng)域研究報(bào)告》統(tǒng)計(jì)表明，2012年全球廣告市場(chǎng)達(dá)到4859.20億美元，而2011年全球廣告市場(chǎng)達(dá)到4643億美元，與此相比2012年增長(zhǎng)了4.7%，據(jù)其預(yù)測(cè)2013年將有望達(dá)到5114.0億美元，其將在2012年的基礎(chǔ)上增長(zhǎng)5.2%，2014年將5411.9億美元，其將在2013年的基礎(chǔ)上增長(zhǎng)5.8%。 筆者通過獨(dú)立設(shè)計(jì)調(diào)查研究報(bào)告，并根據(jù)數(shù)據(jù)結(jié)論總結(jié)出，河北省新聞網(wǎng)絡(luò)廣告經(jīng)營(yíng)存在一定問題，其主要在于新聞網(wǎng)絡(luò)廣告自身的發(fā)展，當(dāng)然也有一部分是來自網(wǎng)友群體的素質(zhì)跟不上，再加上網(wǎng)絡(luò)新聞產(chǎn)業(yè)目前還是附加的內(nèi)容，而不是主流信息傳播的途徑。目前，傳統(tǒng)的電視、廣播、報(bào)紙、雜志等仍然是網(wǎng)友們閱讀的主要方式，因此，河北省新聞網(wǎng)絡(luò)媒體需要加強(qiáng)對(duì)網(wǎng)友群體的開發(fā)，從而使其逐漸轉(zhuǎn)變?yōu)榫W(wǎng)絡(luò)閱讀熱，最終為網(wǎng)絡(luò)廣告投資和收益打下基礎(chǔ)。通過調(diào)查分析，其還存在網(wǎng)絡(luò)廣告價(jià)格不公平，新聞廣告代理市場(chǎng)不規(guī)范；新聞網(wǎng)絡(luò)廣告技術(shù)人才培養(yǎng)和教育不到位，中小城市人才流動(dòng)大，其核心技術(shù)力量不足；新聞網(wǎng)絡(luò)廣告在開發(fā)和設(shè)計(jì)方面還在存缺陷，其網(wǎng)絡(luò)整體廣告價(jià)值定位因受新技術(shù)市場(chǎng)的影響存在一定問題，再加上網(wǎng)絡(luò)廣告的針對(duì)性、時(shí)效性也不強(qiáng)，其存在諸多問題；另外，由于新聞網(wǎng)絡(luò)廣告的廣告主與網(wǎng)站廣告設(shè)計(jì)人溝通和交流不強(qiáng)，從而使得合作開發(fā)創(chuàng)意性內(nèi)容少，其吸引網(wǎng)友和客戶的特色不強(qiáng)。正是因?yàn)橛羞@些問題的存在，筆者通過綜合分析，結(jié)合河北省各新聞網(wǎng)站網(wǎng)絡(luò)廣告的實(shí)際問題，提出了如下建議，如加強(qiáng)網(wǎng)絡(luò)廣告新聞技術(shù)型人才教育培養(yǎng)，并進(jìn)行中小城市門戶新聞人才工薪補(bǔ)貼；加強(qiáng)新聞網(wǎng)站客戶群開發(fā)，規(guī)范廣告代理行為；加強(qiáng)網(wǎng)絡(luò)廣告創(chuàng)意設(shè)計(jì)，實(shí)現(xiàn)網(wǎng)站與客戶共同開發(fā)設(shè)計(jì)廣告創(chuàng)意；規(guī)范網(wǎng)絡(luò)廣告價(jià)格，重視研究客戶投放效果研究；重視網(wǎng)友群體開發(fā)和吸納，加強(qiáng)網(wǎng)友對(duì)河北新聞網(wǎng)溝通與互動(dòng)；加強(qiáng)網(wǎng)絡(luò)新聞廣告的時(shí)效性鎖定，實(shí)現(xiàn)差異化目標(biāo)群投放；加強(qiáng)新聞網(wǎng)站廣告投放價(jià)值定位，優(yōu)先級(jí)順序重新排列。這七個(gè)方面的建議，希望河北省各新聞網(wǎng)站能引起重視，并通過整改和發(fā)展從而促進(jìn)其健康發(fā)展，最終服務(wù)于河北人民，為其提供健康良好的網(wǎng)絡(luò)廣告，使廣告主、網(wǎng)友、人民、網(wǎng)站經(jīng)營(yíng)實(shí)現(xiàn)共贏，最終使河北省成為網(wǎng)絡(luò)廣告發(fā)展最好的省份之一。 本文各章節(jié)重點(diǎn)介紹如下： 第一章問題提出。內(nèi)容包括研究的背景、網(wǎng)絡(luò)廣告研究的現(xiàn)狀等。 第二章國(guó)內(nèi)外文獻(xiàn)研究回顧。包括國(guó)內(nèi)和國(guó)外文獻(xiàn)兩類回顧。 第三章研究方法。包括問卷調(diào)查法、訪談法兩部分內(nèi)容。 第四章調(diào)查結(jié)果。包括基本信息結(jié)果、新聞網(wǎng)站網(wǎng)民統(tǒng)計(jì)、新聞廣告內(nèi)容調(diào)查統(tǒng)計(jì)、新聞廣告網(wǎng)民接收度調(diào)查、新聞廣告網(wǎng)民建議改進(jìn)調(diào)查等內(nèi)容。 第五章調(diào)查思考及建議。它包括思考和建議兩部分。調(diào)查河北新聞網(wǎng)站廣告經(jīng)營(yíng)存在的問題分析。內(nèi)容包括：新聞網(wǎng)絡(luò)廣告技術(shù)型人才向大中城市流動(dòng)，出現(xiàn)人才不平衡局面；新聞網(wǎng)絡(luò)廣告宣傳客戶群不足，客戶資源開發(fā)程度不夠；新聞網(wǎng)絡(luò)廣告美工及畫面設(shè)計(jì)存在問題，做工粗糙；廣告代理存在一定亂象，新聞網(wǎng)絡(luò)廣告價(jià)格不公開；新聞網(wǎng)絡(luò)廣告的點(diǎn)擊率不高，河北新聞網(wǎng)友數(shù)量少；新聞網(wǎng)絡(luò)廣告的針對(duì)性和時(shí)效性不強(qiáng)；新聞網(wǎng)絡(luò)廣告吸引力和特色不強(qiáng)，網(wǎng)絡(luò)廣告吸引力不強(qiáng)。 建議內(nèi)容包括：加強(qiáng)網(wǎng)絡(luò)廣告新聞技術(shù)型人才教育培養(yǎng)，并進(jìn)行中小城市門戶新聞人才工薪補(bǔ)貼；加強(qiáng)新聞網(wǎng)站客戶群開發(fā)，規(guī)范廣告代理行為；加強(qiáng)網(wǎng)絡(luò)廣告創(chuàng)意設(shè)計(jì)，實(shí)現(xiàn)網(wǎng)站與客戶共同開發(fā)設(shè)計(jì)廣告創(chuàng)意；規(guī)范網(wǎng)絡(luò)廣告價(jià)格，重視研究客戶投放效果研究；重視網(wǎng)友群體開發(fā)和吸納，加強(qiáng)網(wǎng)絡(luò)對(duì)河北新聞網(wǎng)溝通與互動(dòng)；加強(qiáng)網(wǎng)絡(luò)新聞的時(shí)效性鎖定，實(shí)現(xiàn)差異化目標(biāo)群投放；加強(qiáng)新聞網(wǎng)站廣告投放價(jià)值定位，優(yōu)先級(jí)順序重新排列。 第六章結(jié)束語(yǔ)。主要是歸納總結(jié)全文的中心研究的內(nèi)容。
[Abstract]:According to the twenty-ninth China Internet development statistics report, by the end of 2011, the number of Chinese websites has reached 2 million 296 thousand, compared with the growth of 20%. in 2010, at the same time, the number of.CN domain names registered at the end of 2011 was up to 3 million 530 thousand compared with that of 2010. This number shows that the number of websites in our country is still rising in the future. We know that the world's Internet was first originated in the United States and was born in 1969. It was one of the great inventions in twentieth Century. As advertisers continue to turn advertising budgets from print and broadcast media to the Internet, the third quarter revenue of American Internet advertising in 2012 is up to $9 billion 300 million, according to the important field of <2012 ARI Internet. The report shows that the global advertising market reached $485 billion 920 million in 2012, while the global advertising market reached $464 billion 300 million in 2011, up 4.7% in 2012, and it is expected to reach $511 billion 400 million in 2013. It will grow 5.2% on the basis of 2012 and $541 billion 190 million in 2014, which will grow 5 on the basis of 2013. .8%.
Through the independent design investigation report, and according to the conclusion of the data, the author concludes that there are some problems in the management of the news network advertising in Hebei province. It mainly lies in the development of the news network advertising itself, of course, some of them are from the quality of the group of netizens, and the Internet news industry is still an additional content, but not the content of the Internet news industry. At present, the traditional TV, broadcast, newspaper, magazine and so on are still the main ways of the Internet users to read. Therefore, the news network media in Hebei province needs to strengthen the development of the group of netizens, thus make it gradually transform into the network reading heat, and finally lay the foundation for the investment and income of the Internet advertising. It still exists the unfair price of network advertising, the market of News advertising agency is not standard, the training and education of the news network advertisement technology talents are not in place, the flow of talented people in the medium and small cities is large and its core technology is insufficient; the news network advertisement is still defective in the development and design, and the value orientation of the whole network advertisement is due to the new technology market. There are some problems in the impact of the field, as well as the pertinence of the network advertisement, the timeliness is not strong, and there are many problems. In addition, because the advertiser of the news network advertisement is not strong in communication and communication with the designer of the website advertising, it makes the creative content of cooperative development less and its characteristic of attracting netizens and customers is not strong. It is because of this The existence of some problems, through the comprehensive analysis, combined with the actual problems of the news websites in Hebei, the author puts forward the following suggestions, such as strengthening the education and training of the network advertising news technology talents, and carrying out the salary subsidy for the medium and small city portal news personnel; strengthening the development of the news website customers and regulating the behavior of the advertising agency; Strong network advertising creative design, the realization of the website and customers to jointly develop and design advertising creativity; standardize the network advertising price, pay attention to the research of the effect of customer delivery; pay attention to the development and absorption of Internet users, strengthen the communication and interaction of Internet users to Hebei news network; strengthen the timeliness lock of the network news announcement, and realize the difference target group investment. To strengthen the value orientation of the news websites and rearrange the priority order. The seven suggestions are that the news websites in Hebei can attract attention and promote their healthy development through rectification and development, and ultimately serve the people of Hebei, and provide good health network ads for them to make the advertisers, net friends, people, and network. To achieve win-win situation, Hebei will become one of the best provinces for online advertising development.
The main chapters of this article are as follows:
The first chapter is the question, including the background of research, the current situation of online advertising research, etc.
The second chapter reviews the literature review at home and abroad, including two types of domestic and foreign literatures.
The third chapter is about research methods, including two parts, questionnaire survey and interview.
The results of the fourth chapter include the results of basic information, the statistics of the Internet users of the news website, the survey and statistics of the content of news advertisements, the survey of the reception of the netizens in the news ads, and the improvement of the survey by the netizens of the news advertisements.
The fifth chapter of the survey and suggestions. It includes the two parts of thinking and suggestions. The analysis of the problems existing in the advertising management of Hebei news website. The content includes: the news network advertising technology talents flow to the large and medium cities, the imbalance situation of talents, the lack of the customer group in the news network advertising, the lack of customer resources development; There are some problems in the art and picture design of Internet advertising and rough work; the advertising agency has some disorder, the price of the news network advertisement is not open; the click rate of the news network advertisement is not high, the number of Hebei news net friends is few, the pertinence and the timeliness of the news network advertisement are not strong; the appeal and characteristic of the news network advertisement is not strong, network is not strong, network Advertising is not attractive.
The suggestions include: strengthening the education and training of the network advertising news technology talents, and carrying out the salary subsidy for the medium and small city portal news personnel, strengthening the development of the customer group of the news website, standardizing the behavior of the advertising agency, strengthening the creative design of the network advertisement, realizing the design of the advertisement creativity of the website and the customers, and standardizing the price of the Internet advertising. Pay attention to research on the effect of customer delivery; attach importance to the development and absorption of Internet users, strengthen the network communication and interaction to Hebei news network, strengthen the timeliness of network news, and realize the difference target group delivery; strengthen the positioning of the value of the news website advertising, and rearrange the priority order.
The sixth chapter is the concluding remarks, mainly summarizing the central research contents of the full text.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F713.8;G210.7

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