1、附录 3 外文文献及翻译 The research of Blog advertising in China The background of the topic In recent years, the Internet industry in China is developing rapidly, China Internet network information center (CNNIC), which published the first 25 times China Internet network development statistics report data sh
2、ow that by the end of December 2009, the Chinese Internet users scale has reached 384 million, growth 8600 million to the end of 2008, Internet penetration rate further enhance , annual growth rate reached 28.9%. The prosperous development of the Internet brings big network market. With the rapid de
3、velopment of Internet and popularization, following the E-mail, BBS, IM, blogs emerged the fourth kind of network communication, which quickly became the new applications of the Internet. In August 2002, blog sites in China established the concept of blogs and became the new application in internet.
4、 So far, though only few short years time, but the development speed of blog in china is very surprising. ChinaInternetNetworkInformationCenter released the blog marketing and blog Behavior 2008-2009 study,at the end of June 2009,the size of users that has a personal blog or personal space have reac
5、hed 181 million people, the size of blog space has more than 300 million. Report shows, blogs become stable after the Long-term growth, the user growth rate of six months later is 12%. Blog activity improved further, and the frequently updated blog users is 62.7%, active bloggers scale achieve 1.13
6、billion. The prosperous development of the Internet push the emergence and the development of the blogs, the blog has become the basis for Internet applications, increases of users base, the stable of application rates, and at great speed into peoples daily lives. As a new form of online media, the
7、blog has its own unique charm, plays the advantage which the traditional media does not. With the development of the blog, blog advertising came into being and has shown a booming trend, it is also changing day by day for the network technology constantly update. The rapid development of advertising
8、s application needs Follow-up theory, how to rationally understand the new forms of advertising, and tap its potential commercial value, to better grasp the law of its development, Internet applications have become the more pressing issue. At present,the research on blog advertising is weak, people
9、understanding of blog advertising is still in the early stages of understanding, it is necessary to carry out research on blog advertising in order to achieve the theoretical follow-up and theoretical reflection. The value of the topic As a kind of brand-new advertising method and the network market
10、ing tools, blog advertising with unique advantage showed strong vitality and good development prospect, has the high value for study, strengthen the blog advertising to China, to cognitive advertising business practice and advertising to develop the theory of help. This research has important theore
11、tical meaning and realistic significance. First, this research help people better know blog advertising. As a new kind of advertising forms type, Blog advertising is not long, people still stays in the blog advertising first stage, not form a comprehensive understanding, effect the widespread use of
12、 blog advertising and long-term development. The author, based on previous studies, has a Comprehensive exposition on the blog advertising ,for people has a better understanding of blog advertising and grasp the operation of blog advertising. Second, research on advertising theory is a useful supple
13、ment. The research of modern advertising, including Advertisement theory research, advertising historical research and advertising applied research . Currently the new media advertising, especially the theory of online advertising is still very weak, to carry out research on blog advertising, help t
14、o enrich and improve the online advertising research and expand horizons and fields of advertising research. Through the research blog advertising network advertisement, we want to enrich the research contents and perfect discipline system of advertising. Again, it helps to guide blog advertising pr
15、actice. Through the analysis of the blog emerging advertisement carrier features and operation mechanism and fully exploit the blog platform based on advertising media resources, giving play to the advantage of the blog, with advertising body advertisement operation, play a blog media advertising ef
16、fectiveness provides guidance for advertisers and ad agencies effectively； to the analysis of the main characteristics of the blog, straightening out relations and advertising clarify how horn behind the intricacies of the advertising for various existing problems, the benign development blog advert
17、ising reference basis； explore the value of blog advertising operation and strategy, help advertisers, advertising audience, blog operating service company advertising value to blog for the clear understanding, and the actual operation blog advertising reference and guidance； think deeply about the
18、blog advertising developing problems and countermeasures for blog advertising, precision on widely providing practical with reference value, so as to provide theoretical reference for scientific advertising activity and practical guidance. The development situation of Blog advertising 1. Blog advertising connotation Blog advertising is attached to the network media technology and produce new forms of advertising, its appearance, is both a form of online advertising, but also expand the dissemination of the contents of online
