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摘要随着网络广告市场的快速成长，国内网络广告模式也随之不断的演变，从而更加迎合互联网用户的体验以确保广告主的利益。微信等移动互联网产品的快速崛起对于各大门户网站、论坛等传统网络广告平台起到了很大的冲击，弹窗、横幅、悬副等硬性广告逐渐被大部分用户排斥。与此同时，富媒体广告、软文广告、事件营销、口碑营销等软性广告传播模式更容易得到了较多受众的接受。两相比较，有些以弹窗为首的硬性广告存在强制性，能提高广告的点击率，但其强制性可能违背网民意志，造成较差的用户体验，严重者则导致网民对该广告主广告进行抵制；软性广告的精妙之处便是“软”，通常以软文等形式出现，不直接表明意图却能达到提升企业形象、品牌知名度等作用。值得肯定的一点，硬性广告与软性广告都具有其特定作用，应当有效结合，使得网络广告收益最大化。本文旨在通过对台州十九楼这类传统论坛式网络社区的广告模式研究，从广告主、公共平台以及用户体验三个方面综合探讨如何为网络社区广告受众提供更适合、更贴心、更精准的网络广告服务。47397
With the rapid growth of the Internet advertising market, the domestic online advertising model has been evolved, so as to cater to the experience of Internet users to ensure that the interests of advertisers. The rapid rise of WeChat and other mobile Internet products to a great impact for the major portals, forums and other traditional online advertising platform, banners, pop, hanging side hard advertising has been the majority of users of rejection. At the same time, rich media ads, soft text advertising, event marketing, word of mouth marketing soft advertising communication model is easier to get the audience to accept more. Comparing the two, some advertisements to pop, mandatory, can improve the ad click through rate, but it may violate the mandatory Internet users will, resulting in a poor user experience, which leads to the Internet advertisers advertising boycott; soft advertising subtle is "soft", usually with a soft essay the form, does not directly indicate the intention is to enhance the corporate image, brand awareness. A point worthy of recognition, advertising and soft advertising has its specific role, should be effectively combined, so that to maximize the network advertising revenue. This paper aims to study the advertising model of Taizhou nineteen, this kind of traditional network community forum, from the advertiser, the public platform and user experience to explore three aspects of how to provide more suitable for the network of community advertisement audience, more intimate, more accurate advertising network service.
毕业论文关键词：网络广告模式；网络广告；网络社区；硬性广告；软性广告
Keyword: Online advertising model; Internet advertising; network community; advertising; soft advertising
第1章 绪论 25
1.1研究背景及意义 25
1.2研究内容 25
1.3研究方法 25
第2章 网络广告模式（背景分析） 26
第3章 台州十九楼网络广告现状 26
3.1各类广告位投放选择 27
3.1.1横幅广告 27
3.1.2弹窗广告 27
3.1.3背投广告 27
3.1.4首页图文链接广告 27
3.1.5商家入驻广告 27
3.1.6悬浮广告