| With the development of the network economy, e-commerce as an important manifestation of the network economy has developed rapidly.At the same time, network marketing based on e-commerce, especially online advertising has been attended by people gradually. Looking back suddenly, Chinese online advertising has gone through more than 10 years. Especially from 2003 to now, Chinese online advertising has made rapid development. However, with the comparison to American online advertising, Chinese online advertising still has a long gap. Therefore, a comparative study of Sino-US online advertising is important. We can find the differences and gap between Chinese online advertising and American online advertising by comparison, analyze the reasons of the gap, point out the main problems that China is facing. At the same time, we can put forward some policy recommendations for the future development of Chinese online advertising by reference from the successful experience of American online advertising.The author made comparison between Chinese online advertising and American online advertising through China-USA online advertisement marketing environment, the situation of China-USA online advertising, supervision of China-USA online advertisement. With the comparison of the situation of internet development, economic and financial environment, the tax environment, net credit environment, the author had researched different environment on the impact of online advertisement marketing. With the comparison of the market size, presentation forms, industry distribution and charge mode, the author had made comparative analysis and pointed out the reasons of the gap of Sino-US online advertisement situation from the aspects of online advertisement manufacture and online advertisement monitor and effect appraisal system. With the comparison of the method of Sino-US online advertisement supervision, the author analyzed the reasons of the difference about the method of Sino-US online advertisement supervision. In this part, the author also analyzed the influencing factor about valid supervision of online advertisement from the perspective of game theory, and made comparison between China and USA in the supervision effectiveness of online advertisement.Through the above comparison, the author had draw own conclusions: Chinese online advertising market will become an important part of the world's online advertising market. The potential of Chinese online advertising market is huge. However, because of our network foundation backwardness, the network credit not yet formed, the investment of network advertisement manufacture insufficiency, the network advertisement monitor and the appraisal system and the network advertisement supervision system imperfect and so on, the development of Chinese network advertisement marketing compared with the USA is not small gap. Therefore, in order to develop Chinese online advertising better and faster, with reference to US's experience and in light of Chinese national conditions, we should find the way of the development of Chinese online advertising. |
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