Research About Web Advertising And Its Influence

With the advantage of high efficiency and low capital cost, online trading is now developing rapidly all over the world, and has become a new beneficial branch in the global economic development. In E-Commerce time, the effect of advertising will be more important as the transactions between manufacturer and the customer trend to be more simple and direct. Comparing to traditional advertising, network advertising can be more prompt and more accurate in acquiring information and getting feedbacks. It can not only save a lot of time which traditional advertising requires, but can also provide various transmission methods. It can transmit text, image and sound simultaneously, has strong interaction functionality, and the static of the times of specific viewed advertisement can be accurately counted too. However, since the information on the internet is asymmetric, there are fraud information in the online advertisements, which make people doubt the credit of the online advertisements and effect the efficiency of online trades. Focusing in internet environment based information asymmetry and credit issue about the web advertisements, this article researched enterprise marketing oriented issue about the validity of the transfer of the network advertising signals by using the theory and method of marketing theory, customer behaviour, decision theory and information economics. This article focused in researching the credit issue about the web advertisements, as well as the price of product based on web advertising. It discussed the characteristic of the network environment and the communication traits of web advertising. The method and index of evaluating the web advertisement were provided as well. It also analysed the evaluation of the web advertising by the internet users. It analysed the influences online advertising has toward online trading and its reason based on the influence of different cultures and information asymmetry, and built the model of online trade credit. It suggested building an identification system for the message publisher. By building a comprehensive individual credit system and combining it with the personal ID system together, build an online trading credit system. Therefore the issue of fraud web advertisements and fraud identities can be solved, and the credit of web advertising can be improved. By using economics theories, it analysed the transportation of the signals of web advertisements, built the quality signal model for the transportation of web advertisements, analysed customers' different reactions to the signal of the quality of product transferred by the web advertisements due to the information asymmetry. It showed that high quality product's manufacturers can send out quality signals to the network which can hardly be imitated. It brought out the strategy to enhance the quality signal of web advertising and improve the credit of web advertising, therefore increase the efficiency of online trading. According to the characteristic of asymmetric price competition under the network environment, under the help of network, other competitor's price and advertising strategy can be found immediately, and the response can be made immediately as well. By analysing instances, it proved that it is more convenient for the price signal to be the signal of cooperation, and is more easily to get response from competitors. It analysed the price strategy of product based on the network advertising, researched the restrains to the entries of the new manufacturers by the combination of advertisement and products.