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两个市场的集中化——市场总体发展状况与传统媒体相比,网络广告在受众规模的发展上可以说是没有存在过任何障碍,从1997年10月CNNIC第一次发布《中国Internet发展统计报告》以来,用户数量已经由最初的62万发展到2003年1月的5910万,整整增长了近100倍,国际上的数字也大同小异。但是受众规模的上升并不能等同整个行业的高速发展。由于缺乏权威统计,至今无法了解网络广告市场的总体规模,但综合平均多个统计数字来源,2002年全国网络广告总收入应该在3亿—4亿人民币之间,但其中80%以上集中在了少数几个大型网站。
Centralization of Two Markets - Overall Development of Market Compared with traditional media, online advertising can be said that there is no obstacle in the development of audience scale. From October 1997, CNNIC first released “Internet Development Statistics in China Report ”since the number of users has grown from the initial 620,000 to 59.1 million in January 2003, a complete increase of nearly 100 times, the international figures are more or less the same. However, the increase in the size of the audience does not equal the rapid development of the entire industry. Due to the lack of authoritative statistics, the overall size of online advertising market has not been known until now. However, on the basis of averaging multiple statistical sources, the total online advertising revenue of China in 2002 should be between 300 million and 400 million RMB, but over 80% of them are concentrated in A few large sites.