论我国网络广告创新的动力与表现

Motive and Performance of Network Advertisement Innovation in China

本文从创新理论的视角切入，通过梳理我国网络广告的发展历程，剖析其创新的动力，评判其创新的表现。文章认为在竞争需要和市场需求这两大核心动力的作用下，我国网络广告在技术应用、产品形态和运营模式等方面不断推陈出新，不仅左右了市场格局，还将进一步影响广告产业的走向。

By combing the development course of network advertisement in China, this article analyzes its innovation motive and performance from the perspective of innovation theory. This article asserts that under the effect of the two core motive which are competition needs and market demands, network advertisement in China continues to innovate on the aspects of technology applications, product forms and business models, thus influencing not only the market structure but also the direction of the advertising industry.