河北省门户新闻网站广告经营状况调研报告

发布时间：2018-06-17 22:35

本文选题：新闻网站广告 + 网站广告经营状况　；参考：《河北大学》2013年硕士论文

【摘要】：据《第29次中国互联网络发展状况统计报告》发布，截至2011年底，，中国网站数量已达到229.6万，比2010年全年增长了20%。与此同时，2011年底.CN域名注册量高达353万个与2010年相比增长26000余个，这个数据表明未来我国网站数量还在持续上升。我们知道，世界上的互联网最早起源于美国，在1969年诞生，它是20世纪伟大的发明之一。随着广告商继续将广告预算从印刷和广播电视媒体转向互联网，2012年美国互联网广告第三季度收入就高达93亿美元，又据《2012艾瑞互联网重要领域研究报告》统计表明，2012年全球广告市场达到4859.20亿美元，而2011年全球广告市场达到4643亿美元，与此相比2012年增长了4.7%，据其预测2013年将有望达到5114.0亿美元，其将在2012年的基础上增长5.2%，2014年将5411.9亿美元，其将在2013年的基础上增长5.8%。笔者通过独立设计调查研究报告，并根据数据结论总结出，河北省新闻网络广告经营存在一定问题，其主要在于新闻网络广告自身的发展，当然也有一部分是来自网友群体的素质跟不上，再加上网络新闻产业目前还是附加的内容，而不是主流信息传播的途径。目前，传统的电视、广播、报纸、杂志等仍然是网友们阅读的主要方式，因此，河北省新闻网络媒体需要加强对网友群体的开发，从而使其逐渐转变为网络阅读热，最终为网络广告投资和收益打下基础。通过调查分析，其还存在网络广告价格不公平，新闻广告代理市场不规范；新闻网络广告技术人才培养和教育不到位，中小城市人才流动大，其核心技术力量不足；新闻网络广告在开发和设计方面还在存缺陷，其网络整体广告价值定位因受新技术市场的影响存在一定问题，再加上网络广告的针对性、时效性也不强，其存在诸多问题；另外，由于新闻网络广告的广告主与网站广告设计人沟通和交流不强，从而使得合作开发创意性内容少，其吸引网友和客户的特色不强。正是因为有这些问题的存在，笔者通过综合分析，结合河北省各新闻网站网络广告的实际问题，提出了如下建议，如加强网络广告新闻技术型人才教育培养，并进行中小城市门户新闻人才工薪补贴；加强新闻网站客户群开发，规范广告代理行为；加强网络广告创意设计，实现网站与客户共同开发设计广告创意；规范网络广告价格，重视研究客户投放效果研究；重视网友群体开发和吸纳，加强网友对河北新闻网沟通与互动；加强网络新闻广告的时效性锁定，实现差异化目标群投放；加强新闻网站广告投放价值定位，优先级顺序重新排列。这七个方面的建议，希望河北省各新闻网站能引起重视，并通过整改和发展从而促进其健康发展，最终服务于河北人民，为其提供健康良好的网络广告，使广告主、网友、人民、网站经营实现共赢，最终使河北省成为网络广告发展最好的省份之一。本文各章节重点介绍如下：第一章问题提出。内容包括研究的背景、网络广告研究的现状等。第二章国内外文献研究回顾。包括国内和国外文献两类回顾。第三章研究方法。包括问卷调查法、访谈法两部分内容。第四章调查结果。包括基本信息结果、新闻网站网民统计、新闻广告内容调查统计、新闻广告网民接收度调查、新闻广告网民建议改进调查等内容。第五章调查思考及建议。它包括思考和建议两部分。调查河北新闻网站广告经营存在的问题分析。内容包括：新闻网络广告技术型人才向大中城市流动，出现人才不平衡局面；新闻网络广告宣传客户群不足，客户资源开发程度不够；新闻网络广告美工及画面设计存在问题，做工粗糙；广告代理存在一定乱象，新闻网络广告价格不公开；新闻网络广告的点击率不高，河北新闻网友数量少；新闻网络广告的针对性和时效性不强；新闻网络广告吸引力和特色不强，网络广告吸引力不强。建议内容包括：加强网络广告新闻技术型人才教育培养，并进行中小城市门户新闻人才工薪补贴；加强新闻网站客户群开发，规范广告代理行为；加强网络广告创意设计，实现网站与客户共同开发设计广告创意；规范网络广告价格，重视研究客户投放效果研究；重视网友群体开发和吸纳，加强网络对河北新闻网沟通与互动；加强网络新闻的时效性锁定，实现差异化目标群投放；加强新闻网站广告投放价值定位，优先级顺序重新排列。第六章结束语。主要是归纳总结全文的中心研究的内容。
[Abstract]:According to the twenty-ninth China Internet development statistics report, by the end of 2011, the number of Chinese websites has reached 2 million 296 thousand, compared with the growth of 20%. in 2010, at the same time, the number of.CN domain names registered at the end of 2011 was up to 3 million 530 thousand compared with that of 2010. This number shows that the number of websites in our country is still rising in the future. We know that the world's Internet was first originated in the United States and was born in 1969. It was one of the great inventions in twentieth Century. As advertisers continue to turn advertising budgets from print and broadcast media to the Internet, the third quarter revenue of American Internet advertising in 2012 is up to $9 billion 300 million, according to the important field of <2012 ARI Internet. The report shows that the global advertising market reached $485 billion 920 million in 2012, while the global advertising market reached $464 billion 300 million in 2011, up 4.7% in 2012, and it is expected to reach $511 billion 400 million in 2013. It will grow 5.2% on the basis of 2012 and $541 billion 190 million in 2014, which will grow 5 on the basis of 2013. .8%.
Through the independent design investigation report, and according to the conclusion of the data, the author concludes that there are some problems in the management of the news network advertising in Hebei province. It mainly lies in the development of the news network advertising itself, of course, some of them are from the quality of the group of netizens, and the Internet news industry is still an additional content, but not the content of the Internet news industry. At present, the traditional TV, broadcast, newspaper, magazine and so on are still the main ways of the Internet users to read. Therefore, the news network media in Hebei province needs to strengthen the development of the group of netizens, thus make it gradually transform into the network reading heat, and finally lay the foundation for the investment and income of the Internet advertising. It still exists the unfair price of network advertising, the market of News advertising agency is not standard, the training and education of the news network advertisement technology talents are not in place, the flow of talented people in the medium and small cities is large and its core technology is insufficient; the news network advertisement is still defective in the development and design, and the value orientation of the whole network advertisement is due to the new technology market. There are some problems in the impact of the field, as well as the pertinence of the network advertisement, the timeliness is not strong, and there are many problems. In addition, because the advertiser of the news network advertisement is not strong in communication and communication with the designer of the website advertising, it makes the creative content of cooperative development less and its characteristic of attracting netizens and customers is not strong. It is because of this The existence of some problems, through the comprehensive analysis, combined with the actual problems of the news websites in Hebei, the author puts forward the following suggestions, such as strengthening the education and training of the network advertising news technology talents, and carrying out the salary subsidy for the medium and small city portal news personnel; strengthening the development of the news website customers and regulating the behavior of the advertising agency; Strong network advertising creative design, the realization of the website and customers to jointly develop and design advertising creativity; standardize the network advertising price, pay attention to the research of the effect of customer delivery; pay attention to the development and absorption of Internet users, strengthen the communication and interaction of Internet users to Hebei news network; strengthen the timeliness lock of the network news announcement, and realize the difference target group investment. To strengthen the value orientation of the news websites and rearrange the priority order. The seven suggestions are that the news websites in Hebei can attract attention and promote their healthy development through rectification and development, and ultimately serve the people of Hebei, and provide good health network ads for them to make the advertisers, net friends, people, and network. To achieve win-win situation, Hebei will become one of the best provinces for online advertising development.
The main chapters of this article are as follows:
The first chapter is the question, including the background of research, the current situation of online advertising research, etc.
The second chapter reviews the literature review at home and abroad, including two types of domestic and foreign literatures.
The third chapter is about research methods, including two parts, questionnaire survey and interview.
The results of the fourth chapter include the results of basic information, the statistics of the Internet users of the news website, the survey and statistics of the content of news advertisements, the survey of the reception of the netizens in the news ads, and the improvement of the survey by the netizens of the news advertisements.
The fifth chapter of the survey and suggestions. It includes the two parts of thinking and suggestions. The analysis of the problems existing in the advertising management of Hebei news website. The content includes: the news network advertising technology talents flow to the large and medium cities, the imbalance situation of talents, the lack of the customer group in the news network advertising, the lack of customer resources development; There are some problems in the art and picture design of Internet advertising and rough work; the advertising agency has some disorder, the price of the news network advertisement is not open; the click rate of the news network advertisement is not high, the number of Hebei news net friends is few, the pertinence and the timeliness of the news network advertisement are not strong; the appeal and characteristic of the news network advertisement is not strong, network is not strong, network Advertising is not attractive.
The suggestions include: strengthening the education and training of the network advertising news technology talents, and carrying out the salary subsidy for the medium and small city portal news personnel, strengthening the development of the customer group of the news website, standardizing the behavior of the advertising agency, strengthening the creative design of the network advertisement, realizing the design of the advertisement creativity of the website and the customers, and standardizing the price of the Internet advertising. Pay attention to research on the effect of customer delivery; attach importance to the development and absorption of Internet users, strengthen the network communication and interaction to Hebei news network, strengthen the timeliness of network news, and realize the difference target group delivery; strengthen the positioning of the value of the news website advertising, and rearrange the priority order.
The sixth chapter is the concluding remarks, mainly summarizing the central research contents of the full text.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8;G210.7

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