外文翻译--我国博客广告研究.docx

附录3外文文献及翻译The research of Blog advertising in ChinaThe background of the topicIn 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 show 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 development 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. So far, though only few short years time, but the development speed of blog in china is very surprising. China Internet Network Information Center 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 reached 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 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 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 advertisings 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 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 marketing 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 theoretical 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 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 supplement. 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 to 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 practice. 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 effectiveness 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 advertising 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 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 advertising1. 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 advertising. At present, there is no explicit about blog advertising, the definition of the popular definition of domestic have the following kinds:Blog advertising, just as its name implies is to use blog platform for enterprise sells products and services, building brand, Set up image advertising. This definition is biased in favor of blog advertising in the application of marketing. Blog advertising as a marketing 4Ps an important part of business marketing is an important tool and means, and it is promotional, public relations, personal selling and other related concepts. The so-called blog advertising, in a word, is published on the blog sites and website advertising, is a new network form of advertising. This definition focus on blog advertising as Internet advertising form attributes. Posted on his blog to give benefits to enterprises of all advertising practices referred to as blog advertising.This definition focus on blog advertising activity process ,as a whole of the blog advertising the operation process. Combining with the above definition, the author thinks that we should establish the concept of blog advertising in a more broad, so that we can more accurately grasp blog advertising connotation. Therefore, the authors concluded that the understanding of blog advertising. Blog advertising, is all to blog for the advertisement performance and advertising platform behavior, collectively referred to as blog advertising. This definition comparative broad, including both dynamic blog advertising and include static blog advertising, including both explicit blog advertising and including recessive blog advertising. Dynamic blog advertising and static blog advertising, look blog advertising as a dynamic and static in two different angles. As a dynamic blog advertising, which is based on the overall process of the blog advertising concerned; But as static blog advertising, which is based on blog advertising works itself, blog advertising is a form of online advertising. We explore blog advertising includes both static blog advertising forms and dynamic blog advertising operation process. Blog advertising also includes dominant and recessive blog advertising blog advertising. Advertising is the dominant blog advertising information in a blog website homepage or personal blog website homepage face, advertising form is more intuitive. recessive blog advertising namely, mainly through advertisements bloggers reputation spread form the advertising message subtly preach handed target audience, influence the audience attitude and consumer behavior. This paper discussed blog advertising, is widely meaning Righteousness blog advertising, including both dominant blog advertising and including recessive blog advertising. To sum up, essentially, blog advertising has the essential attribute of general advertising and consist of spread Basic elements. The dependency of speaking, blog advertising from belong to advertising network, is a new kind of Internet advertising should be use, possesses the general characteristics of online advertising, also has its unique advantage. If use the traditional advertising concepts to measure blog advertising, we will deny features and the most valuable part of Blog advertising because of not exactly sexual connotation, so we attach importance to the part of the blog advertising own unique advantages and connotation. 2. The form of blog advertising As a form of online advertising, blog advertising has the general properties of online advertising. According to different forms of advertising to the blog ads are as follows: (1) Blog web sites and the Internet advertising in web pages The same as the Internet advertising, Blog still possesses traditional gateway website properties. This form of advertising is used in traditional forms of online advertising, such advertising is common in real terms in online advertising. Used in the form of online advertising network banner (Banner) Advertising, buttons (Button) ads, pop-up window (Pop Up windows) advertising. Usually produces a good online advertising above the blog page or click browse for users to transfer advertising information. Compared with the hidden advertising , advertising is often stranger in the blog site of the skeleton, the advertising is also more intuitive. (2) Released in the form of advertising This advertisement, compared with the former type, more covert, more Soft technology. Blogger joined blog with voluntary advertising alliance, advertisements in blogs, and get into advertising fees. Bloggers content in the show Bowen advertiser product information and advertising to product information organically into blog post by writing blog posts. Released in the form of blog advertising bright, this advertisement colour of individual character more likely to impress the audience blog identity. With the development of technology, advertising and blog content will be increasingly high matching degree, Blog Post advertising will become the new darling of advertisers ads. (3) Blog link advertising Blog link advertising is a common forms of advertising in blog site, advertising use Super link of network, the audience by clicking on the link to go directly to the advertisers Web page. The link location of advertisements has many ways, usually on the my blog template links column, also can put in blog post. According to individual interest, audience can decide whether click advertising links. The ads have the minimum of interference to the blog visitors, and the forms of advertising is simple, just listed on the blog page of text with a hyperlink to the title and it can play the effectiveness of advertising, this form of advertising much advertisers of all ages. (4) Featured Topics blog As the name suggests, enterprise feature blog is enterprise established itself blog, enterprise feature blog has the function of advertising and it is a means of blog marketing. Enterprise topic blog is both a blog and a advertising, it can represent the essence of blog, and reflect blog advertising characteristic. Enterprise topic blog is mainly used in enterprise product and brand image publicity and promotion. Enterprise of virtual identity on the network have an equal exchange to users and get timely useful feedback information, enterprise feature consumer blog is a platform for enterprise integrated marketing communication. Enterprise topic blog in large enterprise marketing plays an important role. In the blog birthplace of beauty Countries, many large enterprises have built their own enterprise project blog, conduct blog marketing communication activities. Topics such as Microsoft set up a business blog, to strengthen exchanges with industry professionals and improve the Microsoft brand in the industrys influence and visibility; General Motors has a corporate blog topic, the use of this information release platform blog, publish product information in a timely manner, and interact with consumers.3. Development process of Blog advertising The production and development of Blog advertising is both the development of network technology products and a blog popular and commercial results. In universal all blog boom drive, Blog users to create a stunning hits on the Internet, the commercial value has become increasingly prominent blog, blog advertising is rapidly becoming a major profit model. Our advertising has undergone a blog from scratch, from small to large process. During the development of blog advertising, a number of landmark events witnessed the development of blog advertising. November 2005, and the information network to 1,000 yuan per month the price of advertising in the IT person Shi Hongbo personal blog ads to run for three months, this is the first in the personal ads on the blog site, marking the China blog advertising began to grow. Since then, the development ushered in a new situation in blog advertising. February 2006, film star Xu Jingleis Sina blog traffic exceeded 10 million, Sina attracted huge advertising value of their Web sites and advertisers have concerns. But in terms of advertising costs divided, but because no suitable model caused by the ad into celebrity blog and disputes between the interests of hosting site. Subsequently, and information network set up a blog ad network, which is the first blog advertising agency platform. Then, and News blog advertising network and CITIC Bank signed a contract to run a personal blog advertising CITIC Bank. March 2006, Xiamen scholar in IT sector blog - win the general blog on the delivery of thousands of advertising, personal blog, which was then acquired the domestic largest single advertising revenue. Since then, some companies realize that a blog important role as a marketing tool and started using blog for marketing, the initial attempt. Rising and information such as blog post in the image of advertising, such as Amazon have launched excellent cooperation with the blog network. Since then, the blog advertising embarked on rapid development. Blog advertising in a short period of few years has been rapid development. Currently, the blog advertising platform have created a lot of blog ad network set up, blog, advertising agencies have begun to appear and gradually moving towards the right track, my blog advertising into a new period of rapid development. The problems of Blog advertising Blog advertising as a new form of advertising, the spread has its own unique advantages. But behind the development of the advertisement in the blog there are still many problems, these problems are not well resolved, will affect the harmonious relationship between advertising polyhedra, constraints blog advertising development. Therefore, when they saw their own blog advertising advantages, but also analysis of the development problems in the process to facilitate the development of faster and better blog ads.1、 The regulation Blog advertising Advertising regulatory issues related to healthy and harmonious development of advertising. Need to regulate traditional media advertising, the lack of a strong gatekeeper of the blog ads need more supervision. Blog advertising communication in the process, the gatekeeper of blog advertising play a regulatory role. The so-called gatekeeper , refers to the process of information dissemination mechanisms or a controlling individual. However, because blog is a person is not The editorial voice , so gatekeeper power of the blog weak or absent, resulting in blog advertising communication relatively free and open space. plus numerous features of the anonymity of blog users, the direct result of the content of advertising communication blog confusion. some of the traditional media often false and illegal advertisements, by means of the virtual nature, moving to the blog site, a large number of problem blog advertising breeding.Characteristics of the virtual network, online advertising has been the industrys regulatory problems, blog ads as well. Because of poor supervision, bloggers may get more ads for the advertisers pay for the hype, there is false or deceptive advertising information. In the United States and Japan, has been the subject of complaints in the case of blog advertising. At present, monitoring specifically for blog advertising content relevant laws and regulations has not been clear, the content of blog advertising and advertising review the legality of the products, but also the introduction of relevant laws and regulations, the specific form of advertising regulation is also exploring the practice of . Therefore, my blog advertising regulation is still a long way to go.2. The credibility problem of Blog advertising Credibility is a measure of media value the important basis for the media to conduct safety and life of the party. Compared with the traditional mainstream media, the network caused by the anonymity features of the credibility of online media is not high. Driven by commercial interests in false advertising messages, may be to lower the credibility of online media. Commercial interests and the combination of blog advertising messages may appea