An Research On Internet Adverting From Media Ecology Sight

The scale of Chinese internet users reaches 4.2 million and is still growing rapidly. These internet users promote China's internet economy rapid development. As an important member of the internet economy, internet advertising develops highly, and quickly infiltrates the daily lives of people. It quietly influences social life, and particularly plays an influential role in the entire advertising industry's development. However, as a newly-emerging thing, internet advertising is attempting diligently to seek a sustainable development path.Factors of affecting network advertising's development are various and complex, which need to employ the media ecology for analyzing. The media ecology provides a new perspective to study internet advertising objectively. Furthermore it will be easier to recognize the situation of internet advertising when we consider it as organism. The thesis is based on media ecology, introducing the ecosystem, niche and vector populations, investigates to analyze the internal and external ecological environment of internet advertising and think the sustainable development of internet advertising.Specifically, it brings in the important theory of media ecology, combs the concept of internet advertising, probes into its political, economic and technological environment, internal ecological factors, niche and population relations, and proposes strategy for internet advertising's development.Through the research, the following conclusions will come out:internet advertising has its unique niche, wide audience and optimized advertisers, and is very powerful in the same media population. However, in the process of development it encounters many problems, which calls for path for its sustainable development.