The Analysis Of China’s Onlineadvertising Model During The "Portal Monopoly" Period

Since1994, China’s access to the Internet, an Internet Internet informationsuperhighway "information revolution" and the new media brought together more andmore people, which makes the enterprise to the Internet as an emerging marketingchannels. At the same time the Internet advertising as a new form of advertising was highhopes."Portal" monopoly in1999-2004period of Internet advertising is still in the initialstage of development, its basic continuation of the theory of traditional media advertisingadvertising model, presented to the "pursuit of eye effect" for the purpose of theperformance of the form and the "carpet bombing" extensive advertising strategy. Internetadvertising model in this period in each other’s arms to critical perspective. To study origin,this paper discusses the Internet advertising model in a certain historical stages presentedby the characteristic of the development inevitability.Based on the "portal" monopoly period of China’s Internet advertising model as theresearch object. Analyzes the development trend of China’s Internet advertising market in1999-2004, and from AD format, form and delivery mode from three aspects, analyzes thecharacteristics of Internet advertising model. Lateral comparison at the same time Chinesetraditional media advertising and Internet advertising in the United States. With historicalcomparative research as the main research methods, and adopt the way of "literatureinvolved" undo history. Finally in the perspective of Media morphosis theory, the "portal"China’s Internet advertising monopoly period did the parsing.