The Research On Pricing The Network Advertisements Of The Portal Websites

The ad-rate is the important part of the running cost of the modern corporations. The level of pricing ads is an important factor that makes the entire economy running smoothly. As the most active kind of ads, the network ad is getting more and more popular and used in the corporations which are willing to be more global and informative. With the development in spiral of the global network ad, China is at an outstanding position to demonstrate a great potential of proliferation. Analysing the ad-rate of network, the paper points out that the ad-rate is mainly related to cost of the utilized media, so the main part of pricing the network ads is web media cost. The author firstly explored the traditional media market corresponding to network media, and reaches the conclusion that the traditional way of pricing the ads can not suit the concept of running modern media. Through the comparison and analysis between the network media and traditional media, the paper sums up the characteristics and advantages of the network media. The author selects the most representative power among the network media, web portal, as a case of study. The author has studied and analysed the network ad pricing systems of Sina and Netease websites. Combining the advertising strategies of Sina and Netease websites, the...