The New Form Of Internet Advertising In The Web2.0 Era In China

With the development of technology, internet plays a more and more important role in people's daily life, also it gradually changes people's life style. Nowadays, internet has become a primary medium, it makes marketing strategy much more interactive and convenient to communicate with consumers. Also with the development of Web2.0, it provides technology support for the Blog, Website and BBS etc, which emphasizes interactive communication and turn the portals into the personal medium page. More and more individuals become the leading actor of internet, the information communication changes from unilateral to bidirectional, breaks the unbalance of information communication.At the same time, internet advertising also changes from traditional banner advertising to many innovational forms, becomes more and more accurate and abundant. Due to the marketing value of the new technology, the application of Web2.0 is turning into a new area of internet marketing.This paper used the methods of documentary analysis, case study and conclusion, based on the relative theories, we divided the new internet advertising into blog ad, search engine ad, BBS ad, video ad, rich media ad, e-magazine ad and in-game ad. Besides the introduction of these different varieties of new internet advertising, also we chose Tencent as a typical case to analysis the application of new internet advertising, including marketing strategies, effect evaluation and future development etc, I hope it can be useful for the future research in the internet advertising area, also can be helpful for some Chinese enterprises concerned.