Research On The First Decade Development Of Network Advertising

China's network advertising emerged since 1997. It has gone through a ten-year brilliant history. During the ten years, glories and dreams are interwoven. The network ecology is becoming more and more mature in this decade, the multi-relationship among the network advertising market developed from out-of-order to order.Internet is the foundation of the information society. Network advertising is a classic profit model of this media and also an important component of network economy. Network advertising industry is exoteric and international. This industry in China is deeply influenced by America. Both of China and America's network advertising industry have gone through three developing periods: embryonic stage, steady period and the period of outbreak.At the initial stage of China's network advertising, national informationization moved forward steadily, the infrastructure construction of network began to take shape, conditions of network accessibility was gradually improving. Netizen increased sharply. Growth in the number of internet users and optimization of the structures wakened the participant's consciousness, and then the network advertising market was preliminarily formed. However, the multi-relationship of the network advertising market has not been formed, the operation of network advertising is not mature, browsing advertising is still in dominant position, the effects of network advertising are difficult to measure, the agent market of network advertising emerged only for a short time, and the monitoring system of advertising has not yet been established. Consequently, advertisers feel doubtful about such kind of media, they have speculative mind on it. Network advertising industry's development has the characteristics of strong randomness and uncertainty, high-speed growth of the market can not cover up the fact that the market size is still limited. At the steady period, the national economy and the building of social informationization launched officially. The access to wideband takes shape; the wireless network gradually becomes focus, the number of netizen sustained growth. As the economic bubble of the Internet and the netizen'rejuvenation, the growth rate of the network advertising market slowed down. During this period, as the operation of network advertising moves toward standardization, the clicking advertisement occupies the dominant status , the measurement of network advertising'effectiveness becomes more scientific , the network advertising agent becomes more specialized and the supervision system of network advertising established initially. The overflow of issue advertising gains containmentto to certain extent. Advertisers are becoming more rational. Multi-relationship of network advertising market establishes preliminary. The network advertising market moves toward reutilization, rationalization and standardization.During the outbreak period of network advertising, the construction of the next generation Internet starts, the access to wideband becomes the main body, and the access to wireless grows rapidly, the quantity of netizen tends to be stable. As the network economy revives gradually and the quality of netizen improves, Chinese's network advertising market erupts entirely. During this period, as the diversification of network advertising, the multiplication of the operation of network medium, the scientization of the measurement of network advertising, the supervision of network advertising by law and systematized and the network advertising agent's specialization, the advertisers enter the network advertising market all line, the network advertising market re-enter into a high-speed growth period.The socialization of media convergence, the professionalization of network editors and the network advertising education's systematization promoted the deep reform of network advertising market's multi-relationship: network advertisers moves toward flat instead of centralization, the network advertising medium moves rom" technology-oriented "to the" creative guidance ", the form of network advertising moves from" technology-oriented "to " creative guidance ", the advertising agency develops towards specialization and collectivization by decentralization, the charge of network advertising moves toward scientization and multiplication by subjectification, the supervision of network advertising moves toward the ordered nature by randomness. The network medium ecology is the background and driving force of network advertising. The network advertising is the most active component of network ecosystem. The healthy, harmony and sustainable development of network advertising market is helpful to the fast development of the network economy, the national economy and the advancement of the building of social informationization.