摘要 

近年来，随着电子商务平台的扩大，为越来越多的产业发展提供了更加广阔的空间。我国电子商务已进入快速增长期，网络广告市场也面临着良好的机遇。广告是整个网络营销过程中促进商品销售的重要手段和环节。基于电子商务平台开展广告，广告主预计广告效果会变得更加直观，更容易实现。通过查阅资料，不难发现专家对网络广告有不同的认识，网络广告也有其局限性和缺点。他们主要是从传播，理论等视角展开研究，这些研究为实现网络广告的价值奠定了一定的基础。本文主要采用文献研究法、案例分析法、归纳法、描述性等研究方法。本文以淘宝的网络广告业务为例，研究基于电子商务平台的网络广告的价值。具体来说，本文将从淘宝网络广告业务的现状出发，分析淘宝网络广告的基本框架，并结合网络广告语的特点和作用，以期达到电子商务平台下，网络广告能发挥更大的优势和价值。

关键词：网络广告；电商平台；淘宝广告服务；运营模式；网络广告语

Contents

Abstract II

Chapter 1 Introduction 1

1.1 Research Background 1

1.2 Significance of the Research 1

1.3 Structure of the Thesis 1

Chapter 2 Literature Review 3

2.1 Previous Study on Online Advertising Development Abroad 3

2.2 Previous Study on Online Advertising Development at Home 3

Chapter 3 Theoretical Framework 5

3.1 The Overview of Electronic Commerce 5

3.2 The Concept and Characteristics of Online Advertising 5

3.3 The Value of Online Adverting Based on E-commerce Platform 6

Chapter 4 A Case Study of Taobao Online Advertising Service 9

4.1 The Overview of Taobao Online Advertising 9

4.1.1 The Situation of Taobao Online Adcvertisig 9

4.1.2 The Basic Framework of Taobao Online Advertising 9

4.1.3 The Value of Taobao Advertising 10 

4.2 The Classification of Taobao Online Advertising Language 12

4.2.1 From the Perspective of Speech Act 12

4.2.2 From the Perspective of Discourse Patters 12

4.2.3 From the Perspective of Discourse Content 13

4.3 Characteristics and Effects of Online Advertising Language 14

4.3.1 The Constituent Parts of Verbal Materials 14

4.3.2 Topic Selection 15

4.3.3 Stylistic Features 16

Chapter 5 Conclusion 17

5.1 Summary of the Thesis 17

5.2 Limitations of the Thesis 17

5.3 Suggestions for Future Study 17

References 19

Acknowledgements 21