Comparative Study On Sino-U.S. Internet Advertising Industry Ecosystems

With the popularization of Internet, Internet advertising industry is now an emergingindustry as well as the most energetic part of the whole advertising industry. To enrich theholistic study of Internet advertising industry, this thesis applies comparative study method,together with systemic analysis, conceptual model and combination of quantitative andqualitative analysis methods, to study Sino-U.S. Internet advertising industry ecosystems.Results show the generality and individuality, as well as problems of Internet advertisingindustry ecosystem in China. Based on the results, holistic development objectives areoffered from the perspective of industrial ecology, including, ensuring the health andaccelerating the evolution of the Internet advertising industry ecosystem in China. Thisthesis also develops a strategy model called MAGIC, which consists of five dimensions,including, market-oriented sustainability, abundance increase, government involvement,innovation and co-evolution.