The Development Of Chinese Social Media Advertising Research

From2004to2013, a wave of social media scour the China the earth every corner of the QQ, weibo, micro letter these familiar social media from all aspects of changing the habits of the Chinese. This decade is a milestone, it records the social media ecosystem become more mature, also describes the social media advertising breakthrough self, from the "humanity" panoramic view of the broken cocoon into a butterfly.Social media is the basis of web information architecture, with the advent of mobile Internet, traditional media, new media and social media are actively embrace mobile Internet, social media advertising as the main business model of social products, also in a difficult transition. Social media advertising is a branch of Internet advertising, from traditional advertising model of early novel development until now, changeful advertising model, roughly experienced the initial, dormant period and outbreak period.In China’s leading social media advertising, steadily promoting national informatization construction, at the beginning of broadband access into scale, gradually popularization of personal computer, Internet users increase sharply. Due to the current Internet ecological profit model simplification, advertising become survival depends on the website. During this period, social media advertising is still hidden in the infancy of online advertising, advertising types in click, browse the traditional Internet advertising types, such as its advertising effect is difficult to measure. Although social media and continue to enhance user viscosity, but advertisers in social media advertising is not sensitive, to try, wait-and-see attitude. Social media development is very fast, but its advertising market scale is limited.Dormant period in China’s social media advertising, computer interaction technology, optical fiber access has become a scale, wireless network is a hotspot, digital natives number continues to grow. Because younger Internet users structure and the characteristics of Internet decentralization, the concept of social media in China further penetration. During this period, social media advertising began to shift from traditional online advertising to spread on the basis of the social relations of all advertising concept, social media more profound understanding of users, advertisers began to consciously independent planning, advertising type no longer formalized. Social media advertising in the user experience for conversion, rely on the interpersonal communication of AD concept has been formed, makes the social media advertising market diversification, liberalization and humanization.Broke out in China’s social media advertising, mobile Internet, urban basic coverage, wireless network to complete the4g network rapid development, mobile Internet users to exponential growth. As mobile social media and mobile phone users to flourish, social media advertising market is facing a new transformation. During this period, due to the mobile network media, social media platform, profit mode diversification, digital advertising traffic monitoring, social media product attribute and social attribute of polarization, social media advertising market present multipolar competition ecological pattern.Social media is the core of the last decade of change the content of network and network integration, the future of social media would be redirected, on video, mobile, humanity as the core, the start to the UGC, but today has diversified development of video website, has become the main force of social media, broadband and4g also drew more and more young people to the PC and mobile terminal; Under the wave of mobile, traditional media and social media companies, web portal, are stepping up mobile terminal product development, the application of LBS, means to each position as the important basis to provide personalized services, the contents of the social media, relationships, services will be to integrate; Under the background of big data, each user is unique, and that human is from the experience of the people is the most essential needs, social media can come to meet the emotional needs of the user. Social media ecology is the background of the social media advertising and development power, and social media advertising is the most active in social media ecological system of organic component. Social media advertising market healthy, harmonious and sustainable development, help the benign development of social media, the Internet economy, the steady of national economy and national informatization construction.