Online Advertising Dances With Distribution Website

The online advertising can show the features that the internet has: instantaneity, interactivity and so on. Today it received a larger amount of recognition for that the group of audience is fragmented and the marketing is deserved to be more precise. China has the largest number of netizen and the number of web sites in all size is still growing. Besides, there are a great number of medium and small enterprises in China. So, this online advertising market should have a very big potential scale. Alimama treated the online advertising as goods and caught a lot of people's eyes once it became available. Alimama is an e-commerce platform dealing with online advertising business, and it doesn't directly participate in the process. Alimama has unique advantages for it is combined with the customer resource from its parent firm the Alibaba Group, the well-rounded C2C operationality from taobao.com, the technology of search engine and statistical analysis from Yahoo.cn. In the competition with Baidu Google and other firm, alimama won itself a place in the online advertising market as its distinct advantages include the one-stop marketing, the online community, etc. The particular services creatively meet the demands of the customer. On the other hand, the unique distribution model of online advertising must face the particular problems and troubles as the status of the social and economical development and the commercial culture cultivation. But along with the development of the internet economy and the cultivation of consumption habits of the business owners and the ordinary people, the sales models of online advertising like alimama which have the sense of innovation and can earnestly meet the demands of the development of the company will bring in new vitality to the online advertising market in China and promote it to develop healthily.This thesis takes Alimama.com for instance, analyses the information flow and fund flow in the deal as well as the ecologically aggregated community formed in the free, transparent process, applies the comparative studying method, analyses systematically the distribution of the other online advertising broadcasting companies or agencies and investigates the feasibility and features of this C2C e-commerce model. Finally, under the actuality of the medium and small enterprises and the developing environment of the e-commerce, it brings forward the reasonable forecast and proposal to the development of the online advertising market.