|
Chinese netizens reached 420 million, Internet users is rapidly increasing, they promote the China Internet Economy to fly forward posture Mengjin, where as an important member of the network economy strong momentum in online advertising, has developed rapidly, and it is fast penetration into people's daily life, quietly exerting influence on social life, especially in the development of the entire advertising industry has an important role to promote to change. However, as a novelty, online advertising is in a period of groping forward in an effort to try to seek a sustainable development path. Affect the survival and development of online advertising by many factors, the author will use this media ecology perspective to a comprehensive analysis of these factors, the online advertising as a living body, from the inside to the outside of their conduct a comprehensive observations to more complete showing the faces of online advertising, online advertising for the harmonious and healthy development of a dimension. Mainly through drawing on ecosystem ecology, niche, population and other relevant theories and existing media ecology research, focusing on the internal and external online advertising environment, media relations niche and vector populations analyzed in this advertising on the network on the basis of sustainable development for reflection. Specifically by the following sections expand: Introduction section discusses online advertising in the advertising industry's performance, current situation and perspectives of this study; second chapter introduces and explains an important theoretical related media ecology, combing the concepts of online advertising; Chapter combining media ecology in online advertising ecosystem theory external political, economic, technological environment and internal communicator, information, media and audience ecological factors in the case; fourth chapter combines media media ecology and population theory niche online advertising time and space, nutrition, functional niche and online advertising with other populations as well as its internal relations of each individual case; Chapter previous paper based on the analysis reflect the sustainable development of online advertising, homeostatic mechanisms proposed fusion development strategy and media . Through research, the results of online advertising itself is an ecosystem that has its own unique niche, with a wide audience of advertisers optimize resources and resources, in competition with other media populations occupies obvious advantage in the same vector populations occupies a strong position in the media, but also in the development process exposed many problems, we must actively reflect on their road to sustainable development and other conclusions.
|