A Research On The Web Advertisement Development From The Ecology Viewpoint

This article takes the web advertisement as the object of study, which inspects the development rule of the web advertisement systematically from the Ecology viewpoint.This research uses Ecology about the ecosystem, the species, the population's related theory and the existing results of the medium ecology research for reference. Based on this, this article first hackles the web advertisement about the species characteristic, the ecotype and the niche on the theory, subsequently attempts to put the web advertisement in a web advertisement ecosystem, regards the web advertisement as a kind of new medium species and a population in the advertisement community. Then the article tries to apply the related theories of Ecology about the ecosystem, the species and population to the web advertisement's development research, discusses the difficulties and obstacles that the web advertisement facing in its development process, gives the strategy in point from the web advertisement in-ecosystem and outside-ecosystem. Finally the article proposes the prospect forecast based on the ecology viewpoint to the web advertisement's evolution.This research discusses the web advertisement's communication food chain, the web advertisement's niche and the relationship between the web advertisement and other medium advertisements population with emphasis. Generally speaking, this research is an article of interdisciplinary research which analyzes the web advertisement from the Ecology viewpoint systematically and carefully and proposes the related suggestion to the web advertisement's development.