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4.3. Word of mouth marketing of online advertising
In Web2.0 environment, internet users don’t exist as separate inpidual but as a group in the community who has a variety of tastes and habits. Target audiences of online advertising are in the community. Each of these communities has its own focus group to discuss the topic. There are opinion leaders and general audiences. In the community, opinion leaders and general audiences are not fixed because each one in the community can use a variety of Web2.0 application technologies to know well about the focus topic of discussion and become experts in this area. [5]
People usually have some idols. These idols often guide behaviors of a group, which is called reference group. In Web2.0 environment, the reference group is the internet community. Enterprises give a suggestion about a topic what customers concern and discuss in the community, so that it may be mainstream opinions.
In addition to reference groups having a strong influence on customers, the opinion leaders also play an important role. In Web2.0 sites, “ordinary person” is usually “expert” in certain aspects. These “experts” don’t have higher education and power, but they are interested in a particular area and take more attention to it. The comments in the community are not due to economic interests, but for sense of community. These comments will affect other customers’ decision in the community. Meanwhile, these comments will also be quoted to other communities, which will result in greater effects. Therefore, enterprises must identify these opinion leaders, invite them to use products, and then encourage them to recommend product information to other customers.
4.4. Database marketing of online advertising
According to Dentsu’s latest research, the traditional marketing rule AIDMA (Attention-Interest-Desire-Memory-Action) is gradually replaced by the new marketing rule AISAS (Attention-Interest-Search-Action-Share). In the new marketing rule, there are two new characteristics—“Search” and “Share”. In Web2.0 era, infinitely rich information provides the possibility for eliminating information asymmetry between consumers and enterprises. But consumers face with another dilemma, which is how to search for useful information in the massive internet information.
Advertising database is an important form of online advertising in Web2.0 era. The advertising database is not a simply collection with commercial ads, but integration and aggregation of all the business information about supply and demand.[6]Advertising database is information distribution center of the products, where the enterprises release product information, and consumers release comment information. Consumers can obtain the most valuable information by the use of specialized software. Advertisement database is also an important platform for enterprise marketing with the integration of information flow and logistics. Consumers candirectly purchase the favorite products in the advertising database.
摘要：本文主要研究在新的网络环境下的市场营销环境的差异技术，网络广告的营销模式不同的营销环境下的变化。提出了在web2.0时代网络广告的发展趋势，这是精准营销，病毒性营销，在线网络社区口碑营销和数据库营销广告。
毕业论文关键词：Web2.0；在线广告；广告；营销模式；电子商务
1.引言
随着互联网的发展，也带来了营销环境和网上的许多变化广告模式。在Web2.0时代，网络广告已经成为企业的重要渠道信息。消费者的生活联系越来越紧密地与在线广告。本文着重对基于Web2.0的网络广告模式和趋势进行研究。
2.在新的网络技术背景下的营销环境
2.1在门户时代的营销环境
最早形式的互联网门户网站，内容丰富，吸引用户浏览。同时，他们增加了用户黏性的社区，以BBS论坛，电子邮件和其他服务。国内主要门户网站如雅虎，新浪，搜狐，网易，等广告是其主要的利润来源。主要的门户网站提供的横幅广告，广告的flash广告和其他形式的。
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