Developmnet Issues And Policy Analysis Of LIttle Ad Networks In China

Online advertising alliance is advertisers and online media agency. Alliance for advertisers to provide value-added network services, media and advertising, and affiliate advertising network media release obtained by the commission. 1996 Amazon pioneered this innovative marketing model. League of the early 21st century has begun to enter China's foreign advertising such as Google AdSense, etc., while China's online advertising alliance also mushroomed emerging.Of ad networks is still in its infancy stage of development, there are low barriers to entry, the pattern of instability, crisis of confidence, medium and small alliances hard to survive, and even social factors and other issues harm implied. If the network is divided into a core alliance ad networks (Google AdSense, Baidu, Ali), second powerful alliances with the third small Union, this article will focus primarily on the small ad network with.The number of small ad network ad networks account for the number of domestic 90%, although the number of death is faced with many challenges. The whole industrial chain alliance small ads are problematic: a single, advertising the main small-scale running; Union's own small scale, the management was not standardized, risk-resisting ability is poor; cooperation network is small and mixed media there is a serious credibility problem. Based on the current situation and problems of small and medium sized ad networks analysis of medium and small ad networks try to rationalize the development of the recommendations put forward. These recommendations include vertical online advertising alliance of the establishment of the development of product diversification ad network, ad network of industry self regulation and laws, strengthening small and medium sized ad networks in four areas of brand building.Through reading the literature of previous research results were analyzed reference on the part of a comparative analysis of public information, to arrive at the basic data and solve problems the industry innovative thinking; in online advertising alliance with the upstream and downstream advertisers League of their own online media and the person in charge of the relevant customer service staff face to face interviews, telephone interviews, instant messaging, interview, and thus to understand the relevant circumstances of the industry and access to relevant data and empirical summary; the same time through the league in the online advertising internship, familiar ad network operational procedures, access to primary data and information, in practice, identify problems, solve the problem.