Bias Of China Mainland Online Advertising Research Topics

Since 1995(the first year of Internet Business)when Jack ma founded"Chinese yellow pages", China online advertising industry has passed through fifteen years of history. During this period especially in recent years China online advertising market maintains high level of growth. Vigorous develogment of the industry provides practical reference and possibility to academic reserch, and the field emerged a large number of reserch results.However, there is few systematic induction and theoretical summary for existing research achievement in contrast to the abundant research results and the diversity research perspective. In this field what kind of problems have been solved, which reserch results have been accumulated, what is the focus and characteristics of the reserch, what is the urgent problem to be solved and where is the weakness in the study, most of researchers know little about the aforementioned questions which is obviously hampered the further and healthy development of reseach.In this context, this paper take the existing online advertising research resluts for research object, the core journals and advertising professional periodicals from 1995 to 2010 for document selection source, based on the analysis of the research results'published time, research methods and research topics, depending on summarization to make comments, and ultimately to form the systemic understanding of the present study of China online adverting, in addition to provide proposed alternative research direction in the future.