Research Of Advertising Strategy In Cyber-marketing

Rapid development of inter-net makes the world enter the era of net-economic. It is inevitable for enterprise to develop the cyber-marketing to look for the new chances. As the most important promoting means, cyber-advertising is becoming a new type of advertising media in the eye of the enterprise.Low cost, spreading widely, large content are the character of the cyber-advertising, which makes great impact on the traditional media and becomes a new sparkle of net-economic. Because it is a new-born thing, cyber-advertising is still immature, this thesis tries to analyze it deeply so that it can serve the enterprises better. This thesis contains the following sections:1. It introduces the basis of cyber-marketing from the view of the technology, opinion and reality. Compared to the traditional marketing, cyber-advertising has the obvious advantage in many aspects and brings a reform of marketing idea. Then the thesis brings the concept and elements of cyber-advertising. Following it is the analysis of the advantage of cyber-advertising and introduction of the development of cyber-advertising.2. Cyber-advertising has different forms. And this thesis emphasizes three main forms and introduces their functions and characters in detail.3. Cyber-advertising design is the core of cyber-advertising. This thesis discusses the aim design, object design, theme design, time design, text-making and the way of releasing the cyber-advertising.4. The price of cyber-advertising is influenced by many factors, which include the impression, and page view rate, click & click through rate, dimension size & place, servers' fame, etc. Cyber-advertising charges according to CPM, time, click, etc. Web-sites have different charging patterns and prices in accordance with their influence and credit. There is not a standard of charging, which no doubt is an obstacle in cyber-advertising development.5. Every enterprise will properly budget in cyber-advertising promotion to get the profit as much as possible with the lowest cost. The methods of cyber-advertising mainly includesale percent, profit percent, sale unit, contest, aim /task, etc. In addition, enterprise should pay attention to amortizing the budget.6. After the cyber-advertising is released, the function and influence of the cyber-advertising should be evaluated to monitor the real effect of the cyber-advertising. The evaluation includes spreading effect, economic effect and social effect, and the economic effect especially is laid stress on by policy decider. This thesis puts forward several kinds of quantitative analysis methods of evaluation of economic effect to provide basis for policy decider.7. Cyber-advertising is still in the process of developing, so it is full of false advertisement, sexy advertisement, rubbish e-mail , and these actions disturb seriously the marketing order of cyber-advertising. The thesis provides specific supervising measures from the angle of standardizing cyber-advertising main body and information. The aim is to make the cyber-advertising market normal and promote a healthy, orderly, and rapid development of the cyber-advertising.