| Network advertisement is an important component of the advertisement. Unfortunately, the predecessors did less research on the network advertisement, especially on the management of network advertisement. At present, there has been no monograph published. I chose the network advertisement as my research object, and I made discussions mainly from the problems of the management of network advertisement and necessary countermeasures, trying to attract more people's attention on this field and broaden the management of network advertisement's thought effectively.The dissertation is divided into four major sections. In Chapter1,I generalized the definition of the network advertisement, traits and the trace of development. With the development of internet, network advertisement was developing quickly partially because of its traits. Nowadays, network advertisement has become the main profit source of many websites. In Chapter2,I elaborated the three main problems on our network advertisement: Issuing network advertisement which breached professional moral, competing unfairly through network advertisement, imitating others and lack of innovation. Such problems have restricted the development of network advertisement. In Chapter3, from the perspective of the government, the problems mentioned previously had to be resolved effectively. In Chapter4,I did case study on two typical examples to support my idea from two different angles. The dissertation finally came to the conclusion that regulating the management of network advertisement was imperative, and proper management would accelerate its development and vice versa.I proposed my suggestion on the development of network advertisement through analyzing its problems .The Network Advertisement should be under the control of Law of the People's Republic of China and industry self-disciplined regulations. Moreover, we should find a proper way to improve the innovation of network advertisement. |
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