外文翻译---论当前企业网络广告存在的问题及对策.doc

论当前企业网络广告存在的问题及对策 摘要 网络广告在走出低迷逐渐发展的同时，也暴露出了一些自身的局限性。本文揭示了网络广告目前存在的问题，对相应的策略进行了分析与探讨，以期寻求促进网络广告跨越拐点的健康发展的有效途径。 关键词：网络广告问题对策分析 借助网络媒体的舞台，依托旺盛的广告市场需求，网络广告凭借其独特的传播优势，正在逐步走出低谷，成为网络媒体业绩增长最快的业务、门户网站的主要赢利来源。2006年3月22日，PGM 首席创新官Rishad接受采访时曾这样说：“迅速发展的中国网络营销正处于一个拐点”，然而最近出现的情况也令人堪忧：近期，北京市朝阳法院正式受理了北京市首例网络虚假广告纠纷案。因被“人民网”网站的链接广告骗取了8600元，周某将“人民网的所有者”金报电子出版中心、北京搜狐互联网信息服务有限公司和北京新网互联科技有限公司告上法庭；由于登载法国名牌路易威登皮包假冒品的广告，互联网搜索引擎巨头Google2006年6月28日被法国一家法院罚款30万欧元。事实说明，网络广告在我国还处于初级阶段，基础薄弱，还存在诸多的问题亟待进一步的认识和解决，为培育健康有序的网络广告市场体系，促进网络广告跨越拐点蓬勃发展打下良好的基础。 一、网络广告存在的问题 1.虚假与欺诈广告 在传统广告的管理中，从事广告业务有一定的市场准入条件，要通过广告业的资格认证，获得营业执照，这使得对广告的监管有法可依。但在网络的虚拟环境中，由于缺少这一准入制度，几乎任何拥有网络使用权的企业、其他经济组织或个人都可以从事广告业务，使得网络广告的管理非常困难。而我国现行的广告法、反不正当竞争法等相关法律、法规是在网络广告诞生前制订出来的，缺乏网络广告的约束条款。网络广告法律规范的缺失给虚假、欺诈性广告提供了可乘之机，造成了网络广告行业的混乱，严重损害了网络广告的公信力。 2.广告评估与监测机制不健全 专业的评估包括两方面：首先是量的评估，比较计划和执行在量上的区别；其次是研究广告的衰竭过程，将同步广告每天的点击率在坐标平面上连线，确认每个创意的衰竭时间，为设计广告创意更换间隔提供依据。因此，网络广告评估是衡量广告效果的基本手段，也是广告主投放中长期广告的主要依据。目前，我国对网络广告效果进行测评主要是基于网站自身提供的数据，缺乏第三方的认证和监控，而且测评标准不统一，无法保证统计数字的准确性和公正性，造成了网络广告市场的无序竞争，价值难以得到市场认可。 3.缺乏创意和特色，推广带有强制性 在美国心理学家吉尔福特提出的智力三维结构模型中，信息内容被分为五种类型：视觉（V：Visual）、听觉（A:auitory）、符号（S:symbolic）、语义（M:semantic）和行为（B:behavioral）4，和传统的其他三大媒体相比，惟有第四媒体可以实现V+A+S+M+B多种信息内容呈现方式的综合，这为网络广告提供了强大的发布平台，但是由于网络带宽不足和创意、制作水平不高，我国网络广告的表现形式比较单调，以传统的旗帜式、按钮式广告、电子邮件居多，而且往往采取强制性的信息推送手段，广大网民对此颇有微词。据CNNIC2006年7月发布的第18次中国互联网络发展状况统计报告，“网民对互联网最反感的方面”，弹出式广告以20.9%仅次于网络病毒29.2%，排名第二；垃圾邮件5.9%，排名第六，最具有定向色彩的电子邮件营销，却逐渐蜕化变质为垃圾邮件。为了吸引握有鼠标控制权的网民点击广告，必须加强策划，探索新的广告形式，制作更精美的广告作品。 4.缺乏有效的效果评价机制 CPM和CPC作为为广告主衡量互联网广告效果和支付广告费用的两个重要指标，在Web2.0时代显得有些片面了，因为广告主更想精确了解哪些消费者在关心他们的产品和服务，或者对他们产品和服务的哪些部分感兴趣。他们希望了解消费者从认知到认可整个心理变化的过程和特征，从而指导网络营销体系的完善。而且，用户的点击冲动与很多因素有关：创意表现的新颖性、广告词的煽动性、对产品的兴趣、活动的奖品设置、产品代言人等等都影响着占击的数量。 二、促进网络广告发展的对策分析 1.制定相关法律，将网络监管落到实处 为规范网络广告，保护消费者、经营者的合法权益，使网络广告逐步走上规范化、法制化道路，当务之急就是要组织专家、学者、业界人士进行研究讨论，并对中华人民共和国广告法进行修改，制定相应的网络广告管理办法，要首先对申请开展广告业务的互联网企业进行资格审查，符合条件的核发广告经营许可证，可进行广告经营；其次，建立一个由政府行政管理、行业自律、社会监督三方支撑的科学管理体系，将网络广告管理工作落到实处。 2.第三方评测机构的建立 为了增强统计数据的公正性，可以引进第三方广告测评机构对数据进行监测。权威、独立的网络广告第三方监测报告，能够给广告主和广告代理商提供综合、准确、公正的统计数据，提高广告定价的透明度，增进网站和商家彼此之间的信住，也为广告投放决策提供最具价值的参考。2003年12月，尼尔森互联网研究宣布在中国市场正式推出网站第三方测评服务SiteCensus，新浪、搜狐、网易和TOM成为第一批签约的网络公司。IResearch作为一家新兴的网络经济专业研究公司，也在2003年推出第三方网络广告监测服务软件IAdtracker，中国网络广告收入前十几名的网络媒体和有互动业务的广告公司大部分购买了此项服务。目前从事网络监测、数据、市场调查等第三方服务的机构正在兴起，但还远远无法满足行业的需求。相信随着各界人士对这个问题的关注程度的提高，将有效促进第三方评测机构监测和统计系统的完善。 3.定向传播和精准营销 第18次中国互联网发展状况统计报告中，在“网民经常使用的网络服务/功能是”这一调查中，网民的答案从“浏览新闻（66.3%）”、搜索引擎（66.3%）到“征婚、交友、社区俱乐部（4.6%）”和“其他（4.3%）”，多达26项，网民需求的日益细分使得网络媒体要承担起提供更细分更专业的信息的责任，相对于电视传播的漫天撒网，网络传播应着力于“窄播。北京美大星巴克总裁王朝龙认为花钱做广告会损害顾客的利益，他这样讲“咖啡好不好喝，要品尝过才知道。由喝过星巴克咖啡的人告诉你这里的咖啡好喝，比电视广告告诉你更有说服力。再者，星巴克的顾客相对固定，广告是面向所有人的，由此产生的费用必定要算到数量相对较少的顾客身上”。由此看来，网络广告作为一种有别于传统广告的新形传播形式，更要突出其以消费为导向，个性化的特点，在广告的策划和投放上注意定向传播和精准营销，了解受众的特点，瞄准受众的需求，寻找市场细分后的目标客户群，有针对性地传递信息，做到覆盖范围与目标消费者分布相吻合。精准营销的主要形式除了传统的“搜索引擎广告”和“分类广告”，还有一些新的形式如：“窄告”、“富媒体广告”、“手机广告”、“博客广告”，它们分别在网络新闻媒体、网络流媒体、手机终端和博客等不同的平台上演绎或即将演绎着精彩的内容，其新颖的形式和独特的传播优势将会逐渐得到市场的好评。 4.加快建立网络广告有效性的衡量标准 我国网络广告业才刚刚起步，目前还没有形成公认的网络广告效果衡量标准，借鉴国外一些相对成熟的做法，初步建立一套自己的统一标准，是解决当前业界相对混乱状况的关键。美国网络广告局（IAB）对2005年上半年美国网络广告支出进行了分析，在上半年58 亿美元网络广告中，按效果付费占48%，按显示次数付费占40%，混合型付费占12%。而中国咨询机构易观国际发现，按效果付费的概念被越来越多的中小企业广告主所接受，给传统的“按展示付费的”广告位广告带来了越来越大的冲击。按效果付费(CPA)可能成为焦点，这种转型将有利于付费搜索和专业网站经营商，他们能在更具成本效益的基础上提供网络广告服务Abstract ：ad network come out gradually in development at the same time, also has exposed some of its limitations. This paper reveals the existing problems of network advertisement, the corresponding strategies are analyzed and discussed, in order to seek to promote the network advertising across the inflection point of the healthy development effective way.Key words ：ad network problem and countermeasure analysisWith the aid of the network media stage, relying on a strong advertising network advertising market demand, by virtue of its unique advantages, walking out of trough stage by stage, become the network media performance the fastest growing business, the main profit source portal site. In March 22, 2006, PGM chief Innovation Officer Rishad accepts when the interview said: the rapid development of network marketing in China is at a turning point, however recent situation is worrying: Recently, Beijing Chaoyang Court has formally accepted the Beijing city first false advertising on the Internet dispute case. Due to being website link advertisement cheated 8600 yuan, Zhou will owner - gold newspaper electronic publishing center, Beijing Sohu Internet information service limited company and the Beijing Internet network technology limited company to court because of louis vuitton purses; published fake ads, Internet search engine giant Google2006 year in June 28th by a French court fined 300000 euros. The fact explains, online advertising in China is still at the primary stage, the foundation is weak, there are still many problems need to be further understanding and solving, to cultivate a healthy and orderly network advertisement market system, promote the network advertising across the inflection point of vigorous development and lay a good foundation One, the existence problems of network advertisement1 false and fraudulent advertising in traditional advertising management, engaged in the advertising business has a certain market access conditions, through the advertising industry certification, obtained business license, which makes the advertisement regulation law. But in the virtual environment, due to the lack of the admittance system, almost anyone with Internet use right of enterprises, other economic organizations or individuals can engage in advertising, Internet advertising management is very difficult. But our country present advertisement law , oppose unfair competition law and other relevant laws, regulations are in the Internet advertising made before the birth, lack of network advertising terms. Network advertisement legal norm of the absence of a false, fraudulent advertising provides an opportunity, causing network advertising industry confusion, serious damage to the network advertising credibility.2 advertising assessment and monitoring mechanism is not perfect the professional assessment includes two aspects: the first is the assessment, comparison of planning and execution in the amount of the difference; followed by the study of the failure process of advertising, advertising will synchronize daily hit rate in coordinate plane connection, to confirm each creative failure time, for the design of advertising creative replacement spacer is provided based on. Therefore, the network advertisement measurement is the basic means of advertising effect, and advertisers in the main basis of long-term advertising. At present, our country of network advertisement effect evaluation is mainly based on the data provided by the website itself, the lack of third party certification and monitoring, and evaluation standards are not unified, can not guarantee the statistical accuracy and impartiality, causing the network advertisement market disorderly competition, value is difficult to be recognized by the market. 3 lack of creativity and characteristic, promote the mandatory in American psychologist Gilford proposed dimensional model of structure of intelligence, information content is divided into five types: visual ( V:Visual ), auditory ( A:auitory ), ( S:symbolic ), semantic symbols ( M:semantic ) and behavioral ( B:behavioral ) 4, and the other three media compared with traditional in fourth, but V+A+S+M+B can achieve a variety of media information content presentation way comprehensive, the advertising network provides powerful publishing platform, but due to insufficient bandwidth on the network and the creative, production level is not high, Chinas Internet advertising forms relatively monotonous, with the traditional flag type, button type advertising, e-mail majority, and often mandatory information push method, broad netizen is dissatisfied. According to CNNIC2006 year in July released the eighteenth Chinese Internet development report , Internet users on the Internet the most repulsive , pop-up ads in 20.9% after the network virus 29.2%, ranking second of spam; 5.9%, ranked sixth, most of the directional color email marketing, but gradually degenerated to the spam. In order to attract with mouse control users click on ads, must strengthen planning, explore new forms of advertising, making more attractive advertising works. 4 the lack of effective evaluation mechanism of CPM and CPC as advertisers measure Internet advertising effect and pay advertisement fee two important indicators, in the era of the Web2.0 somewhat one-sided, because advertisers want to know exactly what consumers care about their product or service, or of their products and services which part interest. They hope to understand the consumer from cognition to recognized throughout the process of psychological change and characteristic, thus guiding the network marketing system. Also, the user clicks the impulse is related to many factors: the creative expression of novelty, advertising, on inflammatory products of interest, activity prize setting, product endorser and so on are affecting the number of accounts for the strike. Two, promote the development of the Internet advertising strategies analysis 1 to formulate relevant laws, implement the regulation to standardize the Internet network advertising, consumer protection, the legitimate rights and interests of operators, network advertising gradually standardized, legal system changes way, a pressing matter of the moment is to organize the experts, scholars, industry research and discussion, and the law of the peoples Republic of China Advertising Law changes, formulates the corresponding network advertising management approach, would be the first to apply for the advertising business Internet business qualification, in line with the conditions of the issue advertising business license , can carry out advertising; secondly, establish a government administration, self-discipline, social supervision and three party support scientific management system, network advertisement management the job falls to real point. 2 third party evaluation mechanism in order to strengthen the establishment of statistical data of fairness, can introduce third party advertising evaluation mechanism for data monitoring. Authority, independent of the network advertisement third party monitoring report, to advertisers and advertising agents to provide comprehensive, accurate, unbiased statistical data, improve advertising pricing transparency, promote the website and business between each letter to live, also for advertising decision to provide the most valuable reference. In 2003 December, Nelson Internet research announced in the Chinese market formally launched the website third party assessment service SiteCensus, Sina, Sohu, Netease and TOM became the first signing of the network of the company. IResearch as a new network economy professional research company, also introduced in 2003 third party advertising network monitoring service IAdtracker, Chinese network advertising revenue before dozens of network media and interactive advertising company purchased the service most. Currently engaged in network monitoring, data, market survey and three party services are on the rise, but also cannot meet the needs of the industry. With people from all walks of life to pay close attention to the problem of degree rise, will effectively promote the third party evaluation mechanism monitoring and statistical system. 3 directional transmission and accurate marketing eighteenth statistical report on Internet development in China , in netizens frequently used network service / feature is the survey, the netizen answers from the browse news ( 66.3%), the search engine ( 66.3% ) to the marriage, friends, Community Club ( 4.6%) . and other ( 4.3%), up to 26 items, the Internet needs of the growing breakdown causes the network media to undertake to provide more subdivision information more professional responsibility, relative to the video spread everywhere to cast a net, network dissemination should focus on narrowcasting. Beijing Meida Starbucks CEO Wang Zhaolong that paid advertising will harm the interests of customers, he say coffee drink, to try to know. Starbucks coffee by a drunk man tell you where the coffee is good, than the TV ads tell you more convincing. Furthermore, Starbucks customers is relatively fixed, advertising is for everyone, the resulting costs must be considered to a relatively small number of customers . In view of this, the network advertisement is different from traditional advertising a new form of communication, but also to highlight the consumer oriented, personalized features, in advertising planning and running attention directed diffusion and precision marketing, understanding of audience characteristics, aim at the needs of audiences, seek the market segments after the target customer group, to convey information, to achieve coverage and target consumer distribution coincides with. Precision marketing the main form in addition to the traditional search engine advertising and classified ads , there are some new forms such as: narrow , rich media ads ,