The Analysis Of China’s Online Advertising Categories During The Post "Portalization" Period

This thesis focuses on the advertising category distribution and spread during2005-2012, which is the post portalization period of China’s internet. Differences arecompared among advertising category distributions among China’s internet, China’straditional media and US’s internet. With the historical comparison method, this studycollects various evidences from existing statistical data, literature and newspaper.Through comparison of different eras, media and countries, it is found that during thepost portalization period, China’s internet has gained increasing appeal to advertisers.The internet has become the second largest advertising media after television, and withthe lead of exhibition advertisements and search advertisements, China’s internetadvertising category distribution has realized the transition from computer products toconsumer goods.With the theory of audience economics, this study discusses the reasons for theincreasing number of internet advertisements from the aspects of markets, media andnetizens. During the transition period between centralization and de-centralization ofinternet marketing, the internet developed consumers’ habits of online shopping andspreading advertising information with search engines and third party vertical searchengines, and established revolution in enterprise marketing communication in the socialmedia era.