The Study On Online Advertising Strategies Based On Network Audience

With technological advances and extensive use of the Internet, online advertisement has also developed rapidly. Because of the network with the dissemination of a wide range of targeted, interactive, low prices, the performance of various forms, such as measurable advantages, coupled with constantly emerging new forms of online advertisement that audience will be pleased to see, online advertisement was increasingly concerned the favor of advertisement clients . However, at the development of online advertisement there are a lot of issues, including many false advertisement and advertisement litter, the ineffectiveness of release of online advertisement and so on. The existence of these problems have greatly constrained the effectiveness of online advertisement. And how to adopt appropriate strategies to play out the role of online advertisement has become a real business and academic concerns and a topic what has to be explored.In this paper, based on audience theory and online ads on basic theory, I analyse the current situation and problems of online advertisement, point out the composition of the network audience, behavioral characteristics and psychological characteristics, and on this basis, raise how to adopt a series of effective advertisement strategies that can enhance the effectiveness of online advertisement to promote the company's network marketing. The proposing of Online advertisement strategy has an important practical significance, which can help guide advertisers to make a effective plan of online advertisement. At the same time, it will further promote the development of online advertisement.This article is divided into seven chapters. Chapter for the preface, this article focused on the research background, research significance, research methods and research ideas, as well as the structural framework of thesis. Chapter II discussed at the basis theory on ads and online advertisement to determine the scope of the study in this paper, in order to build a solid theoretical platform structures for the after chapters. Chapter III analyzed the current status of online advertisement which provides the necessary background information for the proposing of specific strategy of online advertisement. Chapter IV analyzed the network audience behavior and psychological characteristics and the acceptance process of the network audience to online advertisement, in order to provide guidance to develop online advertisement strategies for enterprises. Chapter V of this article are focused on mainly the development of specific strategies for online advertisement, based on the theoretical synthesis and the analysis of the status of online advertisement and audience characteristics. Chapter VI proposed how to solve the problem in the development of online advertisement in china. Chapter VII of this article pointed out the conclusion of the study and future research directions.