The Research On The Blog Advertising Ecology

This paper takes Blog Advertising as a research object. The paper systematically investigates and researches the ecological characteristics and development strategies of Blog Advertising in an ecology view.The purpose of the research is to master the development regulations and problems faced by Blog Advertising and investigate methods and strategies that can improve Blog Advertising via the research on structures, functions, relations of main factors of Blog Advertising and the interactions between Blog Advertising and the external environment.In the virtue of a kind of ecosystem frame, some research results and Ecology Theories such as Food Chain, Population, Biotic Community, Ecosystem, Ecotype, Ecological Crisis, Ecological Sustainability , the paper constructs a research frame about Blog Advertising, namely"anatomize"Blog Advertising from two lays: Blog Advertising system and the external environment system, and three aspects: structures, functions and relations of the Blog Advertising ecosystem, and bring to the value of Blog Advertising; observes and researches the crisis and disequilibrium phenomena that the Blog Advertising ecosystem appears; from the Ecological Crisis Theory, approaches the strategy that can promote the Sustainable Development of Blog Advertising from the Ecological Sustainability Theory.This paper takes Ecology as a framework and a theory basis, but is not simple grafting to the ecology. It takes the Ecology as a framework and the Advertising, Communication as content, and analysis the structures, functions, relations of the Blog Advertising ecosystem in the sense of communication, society, and culture. On the grounds, the paper analyses the problems and crises of Blog Advertising, brings forward the strategy of Sustainable Development which has certain actuality and perspectiveness.