摘要网络广告是指在网络平台上投放的广告。特点是利用网站上的广告横幅、文本链接、多媒体的方法，在互联网刊登或发布广告，通过网络传递到互联网用户的一种高科技广告运作方式。 网络广告作为网络经济的一个重要支柱，在中国尚处于发展的初级阶段，在互联网经济迅速发展的今天，网络广告中的欺诈事件时有发生，这些问题的存在制约着网络交易和电子商务的发展。因此，客观分析我国网络广告存在的欺诈问题，并提出科学的解决对策具有现实意义。58271

从根本上讲，网络广告欺诈行为的出现是由于网络市场中买卖双方信息的不对称性。本文对网络广告欺诈现象产生的原因及危害进行了讨论，并通过网络广告的欺诈与不欺诈的博弈模型分析，对网络广告的内里进行深入分析，并试图提出可行的解决方案，以图减少和消除网络广告欺诈，保护网络消费者的合法权益，促进网络广告业的健康发展乃至实现网络经济的和谐，为维护正常的市场竞争秩序和经济秩序提供一个思路。

Abstract:Online advertising refers to ads served on the web platform. It is characterized by the use of the website banners, text links, multimedia approach, publishing or advertising on the Internet, and transfer to a high-tech advertising works through a network of Internet users. Online advertising as an important pillar of the Internet economy in China is still in the early stages of development.With the rapid development of the Internet economy today, online advertising fraud incidents have occurred, the existence of these problems restricting the development of online trading and e-commerce . Therefore, an objective analysis of online advertising fraud exists, and propose countermeasures science has practical significance.

   Fundamentally, the advent of the Internet advertising fraud is due to network market where exists information asymmetry between buyers and sellers.This paper discusses the cause and harm of the online advertising fraud,and through the Internet advertising fraud and unfraud game analysis,we do deep analysis on online advertising,and attempt to put forward feasible solutions in order to reduce and eliminate network advertising fraud,protecting the lawful rights and interests of Internet consumers and promoting the healthy development of the industry and even the realization of network economy harmony,and providing an idea for maintaining the normal order of market competition and economic.

毕业论文关键词： 网络广告； 欺诈； 博弈； 监管

Keyword: Online advertising；Fraud；Game Theory；Supervision

目 录

摘 要 2

Abstract 4

一、引言 4

（一）选题背景与意义 4

（二）文献综述 4

（三）论文分析内容及结构 6

（四）本文创新点 6  

二、我国网络广告发展现状 6

三、网络广告的弊端 9

（一）虚假广告的危害已经影响了网络广告的发展环境 9

（二）网络广告的价格混乱导致恶性的价格竞争不断 9

（三）非法犯罪广告涌入，网络广告环境恶劣性更加突显 9

四、网络广告欺诈的形成 9

（一）网络广告欺诈的特点 10