Abstract

With the rapid development of Internet and upgrade, online media grown. Internet advertising also gradually highlight it different from traditional media . With its diverse forms, transmission range, interactive strong and low cost of numerous advantages, not only broke through the time and the spatial limit,  hitting the most likely potential customers, but also transmission information by means of graphs.characters.soundness and pictures, immersive experience for customers of goods or services. Online advertisements have the effect integrated media effects that traditional media cannot do,they are very vital parts that modern marketing media strategy as well.This paper comprehensively analyzed the enterprise in online advertising planning should be considered,throughing the research and analysis,Practical recommendations are given appropriate. Meanwhile, planning on how to improve the quality of online advertising problems, the corresponding operational insights.Finally,the net advertising planning made after own analysis.

Keywords: Internet advertising; Internet advertising planning; Research; suggest

目    录

一、概述.......................................................... (1)

（一）网络广告的产生.......................................... (1)

（二）网络广告的概念.......................................... (1)

（三）网络广告的形式及其特点.................................. (1)

1.形式..................................................... (1)

2.特点..................................................... (2)

（四）网络广告的现状及其发展趋势.............................. (2)

二、网络广告策划.................................................. (3)

（一）网络广告策划的含义...................................... (3)

（二）网络广告策划的重要性.................................... (3)

（三）网络广告策划内容........................................ (4)

1.确定网络广告的目标....................................... (4)

2.确定网络广告的目标群体................................... (4)

3.进行网络广告创意及策略选择............................... (4)

4.选择网络广告发布渠道及方式............................... (6)

5.网络广告的投放........................................... (6)

6.网络广告的效果评价....................................... (7)

三、现有网络广告策划中存在的问题分析.............................. (7)

四、网络广告策划的建议............................................ (8)

五、网络广告策划方案............................................. (11)

六、结论与展望................................................... (17)

参考文献......................................................... (18)

致    谢......................................................... (19)