The Advertising Operating Of Urban Portal Website

Worldwide network made rapid development, online advertising has bring great pressure on traditional media advertising, internet have gradually occupied their own space. Portal website advertising is not only the enlightenment of development types, but also promote the continued development of the Internet advertising in today's online advertising market ,which occupies the most critical position. With the continuous development of the internet, the website began to display new characteristics, more and website concentrate on personalized service and minority groups, more and more website try to show the interactivity of network. Professional website began to challenge the portal website, and the website which position in local area shows the geographical "professional." at the same time.Position in the city's area, with high quality audience groups, following the tendency of sub-network, suitable for the trends of e-commerce marketing ,which has the ability to seize the position of their own. According to the trend of development of this network and the development of traditional media experience, the concept of city portal is bring up. Then in the analysis of network advertising situation , analysis of urban environmental conditions and the circumstances of portal websites, we can understand clearly the advantages and disadvantages if urban website. On the basis of the analysis above, the development of the urban website's ad operating should rely on seven points: joint media, brand, e-commerce, soft strategy, creative and planning, marketing services, advertising monitoring .