摘要随着互联网传播技术的发展和网络媒体在中国社会的不断扩散,网络媒体为大部分公众和绝大多数公益机构、组织、企业、热心人士、志愿者、求助者等提供了传播及获取公益信息、慈善信息、救助信息，以及就公益话题进行沟通交流的机会。现代信息传播手段较传统的传播手段相比具有信息量大，速度快捷性，过程的互动性与手段的多样性，主体的平等性与广泛性，交流开放性与透明化。首先，现代网络传播的大信息容量，给微公益提供了信息载体，现在很多微公益组织都有自己的网站，博客，微博等；其次在现代网络空间中，人们之间是平等的，广大的分散网民都能够自由的表达自己的看法，观点，通过意见领袖的推动，对就共同关注的公益话题进行讨论，极大地促进了公益理念的传播。47306  

Abstract：With the widespread of internet and highly development of e-commerce, online media for most of the public and the vast majority of public institutions, organizations, companies, enthusiastic people, volunteers, callers to provide information dissemination and access to public service , charity information, rescue information, and opportunities to communicate on the topic of public interest. Modern means of information dissemination compared to the more traditional means of communication with a large amount of information, speed, quickness, interactive process and means of persity, equality and universality subject, exchange openness and transparency. First, a large information capacity of modern network communication, to provide micro-public information carrier, many micro-public organization has its own website, blog, microblogging and other; secondly in modern cyberspace, equality between people, the majority of dispersed users are able to freely express their views, opinions, through the promotion of opinion leaders on topics of mutual interest were discussed in public service, greatly contributed to the spread of the concept of public service.

毕业论文关键词：公益广告；互联网传播途径；发展现状；效果比较 

Keyword: Public service ads；Internet transmission routes；Development Status；Comparative effectiveness

目    录

1.引言 5

1.1 研究背景和意义 5

1.2研究内容 6

1.3研究方法 6

1.4本文创新点 6

1.5 技术路线 7

2. 文献综述 7

2.1公益互联网的现状和发展趋势 7

2.2公益互联网传播途径研究 8

2.3公益互联网传播效果研究 8

2.4国内外的相关研究问题 8

3.公益广告互联网传播途径概述 9

3.1 公益广告互联网传播途径定义 9

3.2 公益广告互联网传播途径的分类 9

3.2.1微博平台 9

3.2.2网络公益微视频 9

3.2.3官方网站 9

3.2.4手机App 10

3.3公益广告互联网传播途径相关技术实现 10

4.传播效果的维度界定及评估体系构建 10

 HYPERLINK \l _Toc28804 4.1传播途径效果的维度细分