| With computer and network technology blooming in the development and popularization, China's Internet advertising?development from the initial confusion to its spread all over the country gradually became matured and standard, followed by China's internet advertising developing more rapidly.?The technology level of progress and development, which in turn made a wide range of precision internet advertising forms emerging one after another such as search engine advertising, narrow divisions, verbal advertisement and Blog advertisement etc. Internet advertising precision marketing trends are becoming evident. At the same time media networks have set up a perfect platform for precision marketing technology.?They will complement?well to each other, making precision market advertising?the only way out for internet advertising.Based on internet advertising?versions, the paper tries to give explanations in detail and at a deep level about the development of its precision and accurate way of marketing strategy. In the study, the use of introduction of marketing, communications, and other related academic knowledge all followed by media advertisements on the network characteristics of the transmission field,grasping the law of its development. The analysis of? it's precision in the development of unlimited potential, to explore and assess its Precision Marketing Strategy for the advantages and disadvantages in its future development prospects and proposes some related reform measures at the same time.The paper is divided into five parts:The first part is mainly focus on the development of China's Internet advertising status as well as its precise?development value generated by the trend. With more than 10 years of experience in internet advertising, China is developing rapidly both in internet advertising quantity and internet advertising market. Only for Internet advertising itself, it has experienced?from the earliest single picture or text ads to its present more attractive?development of multi-media advertising and video ads. Nowadays,?the form of internet advertising has become increasingly rich and colorful which strongly?stimulated the senses of the Internet users, at the same time gave them tremendous impacts with the visual and hearing world.??Without exception, such a huge change has embodied?the internet advertising build up, the transition from its general public view to the minority, the trend of its precision is increasingly clear,?also to the social and media network which has added its own value.The second part is focused on the definition of network and application of space problems.According to China Internet Network Information Center, CNNIC, "the 21st of the China Internet Development Status Report" issued on January 19, 2008 shows that up to December 2007, the number of Internet users has increased to 2.1 billion and regarded as second in the world , slightly lower than the United States which is 2.15 billion . Although the Internet penetration has been increased to 16 per cent and it is increasing every year,?it is still a little bit lower than the global average of 19.1% which is 3.1% less, therefore, number of Internet users?has very much room to increase. Based on the rapid growth of Internet resources, the annual growth rate is exceeding?38%, especially for domain names,?network stations and the quantity of websites, the annual growth rate is exceeding?60%. At the same time, the expansions of network -- wap and the arrival of 3G era, as well as advertising space has increasingly been rationally used, no matter the contents on the web page, or the application on the web or the internet software, payback advertisements etc, all of them have been improved with precision constantly and accurately.The third part is a major study of precision marketing concept and its application. Philip Kotler a Marketing Master has proposed the concept of precision marketing in?recent years. In the Concept Philip Kotler signifies the application of precision attacks in the target markets. You must have precise positioning, put in precise products,?accurate pricing strategies,?precision ads, accuracy of family style services, corporate training to ensure the accurate precision attack will?succeed. The advantages?are embodied mainly in two aspects: First is its precision: its precision audiences, the effect precise, and the accurate cost. Another advantage is its controlling functions. Precise Marketing features including?the client target lock,?market distribution, target customer interaction and the value-added customer service. Although many other medias have classified?details, only the network with unique characteristics is capable of carrying this precision marketing.The fourth part is giving an effective analysis to the main network-related advertising precise marketing strategy. The use of network technology has provided a great development and application platform for internet advertising precise marketing.? At present, China's internet advertising?precise marketing has displayed several forms as below: narrow divisions - -Network targeted advertising, Verbal advertising,?? - - it would come to you if only they were your clients.? Point of sale -- you would not be able to know the point until they click it. The competitive price ranking - - the convenience of keyword searching, e-mail advertising - - which reduces the possibility of loosing potential customers, Blog advertising - the charm of opinion leaders,? RSS, and industrial information subscription service,? - User-oriented access to information, as well as Client circles and professional forums. In addition, the rapid development of 3G technology helped build up more ?platforms for Internet advertising which in turn made the application of marketing strategies more reliable.Part V keeps an eye on some shortcomings in internet advertising precision marketing, proposing some corresponding, feasible countermeasures. Actually the development of internet advertising precision marketing?has not only created value but has created invisible harm at the same time. For example,?actions of hooligan's clicks usually caused?failure of precision and network security lead to the disclosure of personal information, as well as the free information network caused a crisis of trust, and so on. Therefore, in order to avoid or weaken the defects, certain corresponding countermeasures need to be put forward. This for sure will make China's internet advertising remain continually efficient, stable and rapid and create harmonious expansion and development. |
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