중국 인터넷 광고의 현황과 전망 = The Present and Future of the Internet Advertising in China

다국어 초록 (Multilingual Abstract)

The internet advertising was begun in March, 1997 in China. The first one was Intels banner advertising on Chinabyte.com. On the base of the great scale of population and high growth of China economic, more and more internet advertising has been used. Now it is the important mass media which different from four big media.
In this study the author proposed the future direction of internet advertising development in China under analysis of present conditions and problem with.
First, internet advertising in China will maintain great development with the growth of internet user. High growth of Chinese economic will support its capability also.
Second, foreign advertiser will also play leading role in internet advertising market in China, as they are the main advertisers and they hold the knowhow. With the China join WTO, more and more foreign advertising company who have great funds and skill will enter internet advertising market in China. If they want make success they must to understand the Chinese netizens property, because the mouse are in the Chinese netizens hands who expose to the advertisement.

목차 (Table of Contents)

• 1. 인터넷의 확산
• 2. 인터넷 광고비
• 3. 인터넷 광고주
• 4. 인터넷 광고매체
• 5. 인터넷 광고회사
• 6. 인터넷 광고 표현형식
• 7. 인터넷 광고에 대한 규제
• 8. 인터넷 광고조사
• 9. 인터넷 광고발전을 위한 제언과 전망