ֻ18ज ֻ3௹Кࣘႆ࿐ჽ࿐Б2010୍6ᄅ ིܼۡݔླؓ৳ຩܼۡؿᅚ֥႕ཙේ Ⴄ(Кࣘႆ࿐ჽഡ࠹ၜඌ࿐ჽ,Кࣘ102600)ᅋ ေ:ෛሢ৳ຩܼ֥ۡؿᅚაರӮඃ,ၛܼۡᇶ୍ܼᇏݓຩࣜ࠶ܿଆղ743ၡჭ,б2008୍569ིۡݔླູଢ֥Ӯູޙਈ৳ຩܼ֥ܱۡ。ൈ,ܼၡჭഈᅨ%。ཌྷбݓଽݓളӁሹᆴ(GDP)ིۡݔླӮູܼۡᇶܱᇿ֥ࢊׄ。৳ຩܼۡૂࢺၛ8%ቐႷ֥ᄹ,৳ຩ၇ಖ൞ᇏݓࣜ࠶ؿᅚᇏቋఃࣚሙ、ྟ఼、Ⴈᬪ؇ۚ֩ห֤ׄ֞ਔ۷؟ܼۡᇶڶࠃ৯֥ྛြᆭ၂。ຩܼۡ൞ᇏݓຩࣜ࠶֥֥ಪॖ。ིܼۡݔླ္՜৳ຩܼۡཟࣚሙႏཧ、ނྏࢲܒᆭ၂,2009୍ᇏݓຩܼۡ൧ӆܿଆႏཧ、ᆜކႏཧ֥ٚཟજࣉ,ൈ္ᄯࣼਔෆ෬ႄౣ、൪200ၡ,ղၡჭದл,ཌྷб2008୍б、SNS఼֩൝ܼۡ。ᄹӉ%。ఃᇏ,இຩܼۡᅝ%൧ӆܱՍ:ིܼۡݔླ;ࣚሙ;;ᆜކٺح,ෆ෬ႄౣܼۡᅝ%,൞ᇏݓຩࣜ࠶ᇏᇏٳোݼ:G203໓ངѓ്:A[1]9໊ਙֻؽ֥ᇗေቆӮჭ。ຩඌ֥ؿᅚ໓ᅣщݼ:1004-8626(2010)03-0020-04৳ຩ֥ྐ༏Ԯൻਈࠗᄹ,৳ຩܼ֥ۡіགྷྙൔ္ՖԮ֥ܥק໓ሳ৽ܼۡ、இྙܼۡ、ٳোAdvertisingPerformanceRequirementsܼۡ、ሰႯࡱܼۡ֞ڶૂุܼۡ、ᆱೆܼۡ、Mi-ontheDevelopmentImpactofniSite֩,э֤۷ࡆ؟ဢ߄。InternetAdvertisingSUIYong၂、ೂޅކܙ৳ຩིܼۡݔ(SchoolofArtDesign,BeijingInstituteofGraphicCommunication,Beijing102600,China)ࣜݖ؟୍֥ฐ෬ބႏཧ֥ંᆣ,৳ຩᄝྐ༏Abstract:WiththedevelopmentandmaturityofInternetad-ԮѬି৯ބྟٚ૫ૼཁӑݖԮૂุ,ຩܼvertising,tomeettheadvertisingperformancerequirementsbe-֥ۡ൧ӆܿଆ၂ᆰԩႿۚᄹӉ֥ࢨ؍,ܼۡᇶ֥ඔਈ္ᄝ҂؎ᄹࡆ,ᄝܼۡԮѬഈི֥ݔಏ၂ᆰsametime,-҂Фुݺ。ၹՎ,ೂޅሙಒֹܙຩܼ֥ۡ٢ognizedbymoreadvertisersforitsaccuracy,interactivityandིݔ၂ᆰ൞ܼۡᇶܱᇿ֥ࢊׄ,္൞ຩܼۡࡎᆴܙ֥ׄ。ᇏݓຩܼۡ൧ӆᄝᄪ௹֥ൈީ,ສtotheInternetadvertising'developmenttoprecisionmarketing,interactivemarketingandintegratedmarketing,andcreateaສ๙ݖCPTοᅶൈࡗ൲છ֥ٚൔࣉྛ࠹ٮ。CPTsearchengine,video,SNSandotherstrongadvertisingplat-൞CostPerTime֥ࡥӫ,උႿοൈӉڱٮ,ࠧૄܼform.໊ۡൈࡗӮЧ,ೂЇ฿、Їൈ֩。CPT൞ԮૂุKeywords:advertisingperformancerequirements;accuracy;ܼۡܓઙଆൔ֥࿃,ᆃᇕٚൔࡥ߄ਔܼۡᇶაຩinteractivity;integrationᅟ、ս܄ඳᆭࡗ֥Ҡቔੀӱ,Ҡቔࡥֆ,൞ଢభ୍࣍ࠫஇྙܼ֥ۡᇶေ࠹ٮٚൔ,ၐ߶۳ຩᅟᇶջট,۲ᇕྍྖૂุ֥ؿᅚದᇴଢ。ఃᇏ໗ק֥൬ೆ,مЌᆣܼۡᇶ֥০ၭ。,৳ຩ۷ӮູБᆼ、ᄖᆽ、ܼѬބ൪ᆭު֥Ⴛ၂ᇶေૂุ。ၹՎ,৳ຩ္ܼۡӮູਔܼۡྛෛሢ৳ຩܼ֥ۡؿᅚ,Їওෆ෬ႄౣࠇᆀ൞ြ֥၂۱ᇗေٳᆦ,Ӯູఒြܼࠣۡսഅсྶေሰഅༀো֥ૂุ֥ԛགྷ,ၛܼࠣۡᇶ٢ܼۡଢ૫֥ؓྍૂࢺ。ऌηೋሦ࿘࠹ඔऌཁൕ֥֥҂,֤ܼۡᇶؓຩܼۡ٢ིݔ֥ቋᇔ,2009ሇ߄ੱ۷ࡆܱᇿ,ຩܼۡ٢ᆜุ൝ᄀؿӯགྷༀൌ߄。ؓႿຩིܼۡݔܙ֥ᆷѓ,ᇯࡶՖܼ ൬۠ರ௹:2010-04-20ࠎࣁཛଢ:Кࣘ൧࢝ದҌ఼࢝ཛଢሧᇹ(06000110008)֥ۡ௷ܻၛࠣ෮ڭۂ֥Ⴈਈ,ဆэູᇿҨਈ、ܓ
ֻ3௹ේ Ⴄ:ིܼۡݔླؓ৳ຩܼۡؿᅚ֥႕ཙ21ઙၩཟ֩ऎุᆷѓ。ଢభࠫ۱ᇶੀིܼۡݔܙ҃ު෮Ӂള֥ࣜ࠶ቔႨ、ྏቔႨބഠ߶ቔႨ。෮ᆷѓЇওCPM、CPC、CPA、CPS。CPM൞CostPerၛིܼۡݔॖၛٳູܼ֥ۡࣜ࠶ིݔ、ܼ֥ۡྏThousandImpressions֥ࡥӫ,ࠧૄతದႆའӮЧ,ིݔބܼ֥ۡഠ߶ིݔ。ေམิശຩིܼ֥ۡᆷܼۡᇶູᆦӻૄ1000Ցᅚൕ֥٠໙طᆦڱ֥ٮݔ,ࣼေิശຩܼۡࠃ֞ղଢѓग़֥ႵིྟႨ,උႿοᅚൕڱٮ,ᆃ္൞൪ૂุ֥ᇶေ࠹ٮބӮۿ؇,ຩܼۡࠃ႕ཙଢѓग़֥ܓઙٚൔ。CPC൞CostPerClick֥ࡥӫ,ࠧοᅶׄࠌ؇、ҕა؇,ၛࠣؓஇ֥ಪᆩ؇֩。۴ऌηೋሦ࠹ෘܼۡٮႨ,ૄׄࠌ၂Ցࣼ࠹ෘ၂ՑٮႨ。CPA࿘טඔऌཁൕ,2010୍ܼۡᇶི֥ݔႏཧၩ്൞CostPerAction֥ࡥӫ,္ࣼ൞“ૄྛӮЧ”,ࡼؿളၛ༯э߄:%֥ܼۡᇶࡼ۷ࡆᇗ൪ଢѓࠧຩࣇᛍফܼۡ෮Ӂള֥ׄࠌ൞҂ڱٮ֥,ᆺႵႨ֥ק໊,Ⴕၩ്ֹิܼۚۡ٢֥ᆌؓྟ;ᛍফܼۡᆭުӁളਔܓઙ、ᇿҨ、༯ᄛ֩ྛູ,Ҍ߶%֥ܼۡᇶࡼ۷ࡆᇗ൪ིܼۡݔ֥ਈ߄აࡓ൬౼ܼۡٮႨ,ࠧοྛູڱٮ。CPS൞CostPerҩ;%֥ܼۡᇶࡼӇ൫Ⴈྍ֥ຩႏཧٚSale֥ࡥӫ,උႿοཧ൲ڱٮ,ࠧၛൌ࠽ཧ൲ح֥ൔ;%֥ܼۡᇶࡼ۷؟֥ყෘሇ၍ᇀ৳ຩૂ၂קб২টߐෘܼۡ൬ٮࣁح,ࠇᆀၛ൙༵ჿקุ֥;%֥ܼۡᇶࡼטᆜܼ֥ۡԷၩބ[2][3]16ૄֆܥקٮႨѓሙࣉྛ൬ٮ。ྙൔ。൞,ᆃུܙᆷѓಌك၂֥ྛြѓሙ,္(၂)“ࣚሙႏཧ”Ӯູܼۡᇶܱᇿ֥ࢊׄ۳ܼۡᇶ、ຩᅟ、ս܄ඳᆭࡗ֥๙ջটਔᇭ؟۴ऌηೋሦ࿘טඔऌཁൕ,“ࣚሙ”Ӯູ֥ࠈބᆚၰ。бೂ:ؓႿCPMٚൔটඪ,ܼۡྐ2010୍ᇏݓຩႏཧ֥ቋಣܱՍ。ᆃაࣜ࠶າ༏ܱᇿ؇,ၛࠣაଢѓຩ֥ܱ৳؇ࠣӱ؇࣮ࠏൈ௹,ܼۡყෘ֥ཋᇅ҂ܱ༢,ၹՎิശܼۡࣨೂޅ;ؓႿCPCٚൔটඪ,ܼۡၹྐ༏֥ׄႺࠈ٢֥ࣚሙྟӮູܼۡᇶቋູ௧్֥ླ,ؓႿႏྟࠇ০ၭׄಌك་ႄ৯,ၛܼࠣۡߌݖႿگᄖ,ཧࣚሙྟ֥ሔࡼӮູໃট၂؍ൈ௹ଽ֥ᇶੀܼۡԷၩၛຂ႖طԛ֩߶֝ᇁׄࠌੱ༯ࢆ;ؓ൝。෮໌ࣚሙຩႏཧ,ࠧ༥ٳ৳ຩႨླ,ႿCPAٚൔটඪ,ຩ൞ڎӁളྛაఃᆇൌླႵᆌؓྟ֥ࣉྛႏཧ֥ݖӱ,ᆃఃൌᆞ൞৳ຩܼႵܱ,ൈߎაࣩᆚႵܱ;ؓႿCPSٚൔটඪ,֥ۡႪ൝෮ᄝ。ေቓ֞ࣚሙຩႏཧ,ॖၛ๙ݖଽޭ൪ਔཧ൲ᆭຓԮѬࡎᆴ,ਸ਼ຓཧ൲ིݔߎაটሱಸקཟބྛູקཟਆᇕٚൔൌགྷ。෮໌ଽಸקཟ,Ⴟఒြࠣ൧ӆ؟ٚ૫֥ၹႵܱ,ֆၛຩܼۡޙࣼ൞Ԯܼ֥ۡٚൔ,ࠧᄝܼۡᇶ࿙ᅳބሱദᇶีਈ҂ܔग़ܴ。ၹՎ,ંCPT、CPM、CPC、CPAࠇཌྷܱ֥ૂุଽಸ٢ᇂܼۡ,২ೂᄝྍশ֥చӚCPS,ֆթᄝ҂ॖିሙಒֹุགྷຩܼۡ٢֡٢ᇂచӚܼۡ,ࠣGoogleAdsense֥৳ૐຩᅟܼ֥ᆇᆞࡎᆴ,ຩܼۡࡎᆴܙ֥ቋࡄٚم൞ۡ֩;෮໌ྛູקཟ,ࣼ൞۴ऌႨ֥ྛ്ູљଢCPT、CPM、CPC、CPA、CPS֥ሸކޙਈ。ೂݔܼۡѓႨ,ᄝఃᛍফ֥๙ਫ਼٢ᇂཌྷႋܼۡ,২ೂϤ؇ᇶିܔૼಒః٢ܼ֥ۡଢ֥,ࣼॖၛᆌܼؓۡᇶ֥ܱՍܼۡ֩。Վຓ,ߎႵcookie۵ሶඌ,്ིܼؓۡݔ֥ေ,ႨཌྷؓିุགྷᆃᇕܼۡࡎᆴљႨ֥IPֹᆶ,۴ऌcookie֥ᛍফྛູ؎ദ֥ޙਈѓሙಀܙ。бೂ,ೂݔܼۡᇶ٢ܼ֥ۡٺࠇླඋྟ֩。ᆃဢ,ࣼϜՖଽಸҩᛍফႨଢ֥൞࿆Ԯஇ,ପહॖၛҐႨCPMູᇶေޙਈ֥ླඋྟ,ิശູ۴ऌcookieྛ്ູљႨ֥ླѓሙ;ၛܼ՜ཧູଢ֥,ᄵॖၛCPCູᇶေޙਈ[4]උྟ。ေቓ֞ࣚሙ٢,ߎ၇ঠႿܼۡࡓҩѓሙ,ܡۣ֥AdsenseforContentބϤ؇ࣩࡎܼۡඔऌ֥Ќᅰ。๙ݖࡓҩૄ۱٢֥ݖӱ,ྙӮਈ߄ࣼ൞ҐႨᆃᇕ࠹ࡎଆൔ;ၛܓྛູູଢ֥,ᄵҐ֥ඔऌ,ႵᇹႿྩᆞ٢ٚൔ,॥ᇅຩܼۡႨCPAࠇCPSޙਈбࢠކൡ,ೂCHANetӮݔຩ٢ࣉӱ。ਸ਼ຓ,ࣚሙຩႏཧॖିട֥ࠣ֞ႏཧႨ֥൞CPA࠹ࡎ,֒֒、ሜᄀႨ֥ᄵ൞CPS࠹ٚൔߎႵႯࡱႏཧ、ࠧൈཨ༏ႏཧ、؋ྐႏཧ、ґྐࡎ。Ֆຩܼۡܙᆷѓุ༢֥э߄҂ुԛܼႏཧ、Ԯᆇႏཧ֩。ۡᇶؓຩܼۡ٢ིݔေ҂؎ิۚ。ၹՎ,(ؽ)“ႏཧ”ӮູႵི൭؍“ၛܼۡᇶིܼۡݔླ”ູଢ֥൞ቋູሙಒ֥ຩܤනၬ,ຩႏཧ఼ࠧטაᇔ؊Ⴈൌܼۡޙਈѓሙ。གྷႵི,ᄝ֥ݖӱᇏᇯ҄ᅝਵཨٮᆀྏؽ、ིܼۡݔླ৳ຩܼۡؿᅚᇆ,Ֆطൌགྷႏཧིݔ֥ႏཧٚൔ。აԮૂุཌྷ෮໌“ིܼۡݔ”,ॖၛࢳູ൞ܼۡቔؿб,“ྟ”൞ຩ֥ቋնႪ൝,طࠧൈྟ、
Кࣘႆ࿐ჽ࿐Б2010୍22ಆ౯ྟ、ݚਈྟ֥หׄ۷ຩႏཧӁള҂ॖ೬ؿ”ބ“ُ๎сگ”֩ഠ໓߄ࠣຩྍྖՍ,ܙਈི֥ݔ。ܼ֥߭֞ۡЧᇉ,ఃൌࣼ൞๙,ᄝᄝ؋؋20฿ଽᄯࣼਔ฿ֆຩతຣׄࠌ֥Ӯࠛ,ఞ֥֒ൈࡗބֹׄ,ཟఞ֥֒ದ,ඪఞ֥֒߅,ࠗؿູఒြ֥Ӂႏཧջটਔਅݺི֥ݔ,ࠞնֹঘఃܓઙ֥რຬ,ࢳथఃหק֥໙ี,ѩЌӻਅݺ֥ਔཧ൲,ൌགྷਔຩႏཧ֥ᇶᆻ。ऌηೋሦ࿘֥ܱ༢ބႆའ,ࣉطӁളᇗگ֥ܓઙྛູ。ෛሢ࠹,2010୍%ᇏݓܼۡᇶᄝ࿊ᄴຩܼۡૂൈս֥֞ট,ຩऎႵਔ۷఼֥ष٢ྟ,ุൈ,ࡼॉ੮१Зႏཧ。“Ⴈሱࡹ”、“ದದॖၛҕა”ննิۚਔຩ、ིܼۡݔླ،ᄯ۷ऎࣩᆚ৯֥৳ຩૂุ֥ᬪྟ,ႋᄎطള֥Ѱग़、ંฆ、SNSഠࢌຩܼۡૂࢺᅟ、ັѰ、B2Cሰഅༀຩᅟ֩۲ᇕྙ֥ૂࢺ,֤ຩࣜဒٳཚӮູᇶੀྙᆭ၂。๙ݖᆃᇕຩ ᄝᇏݓຩܼۡྛြؿᅚᄪ௹,இྙܼۡ҂ࣇିႵིࢆ֮ႏཧԮѬӮЧ,طь০ႿᅝႵޓն֥൧ӆٺح,ຩܼۡ൬ೆቋ؟֥൞ሸކཨٮᆀजೆஇ,ൌགྷཨٮᆀაஇᆭࡗ֥ຩᅟ,ᆃུຩᅟᇶေ๙ݖ۲ᇕྙൔ֥இ๙,ၛࠣղӮஇܓઙྛູ。ྙܼۡ႔০。бೂᄝ2003୍ܼۡྙൔႨഈ,()“ᆜކႏཧ”ٚൔӯགྷ؟ဢ߄ӉޘږնԄժܼۡႨੱቋۚ,ᅝ%,ఃՑ൞ෛሢܼۡᇶ֥ૂุ࿊ᄴᇯࡶุ༢߄ބگކ߄,௴๙ο୦ܼۡ,ᅝ%,ᄜ൞ԛԳ१ܼۡ,ᅝ[5]ᆜކႏཧ֥ᄀটᄀູܼۡᇶၛࠣૂุ۲ࢸ෮%,ᆭު൞௴๙ຩږܼۡ,ᅝ%。طܱᇿ,ѩӮ୍ູ࣍টຩႏཧቋऎ႕ཙ৯֥ܱՍ୍࣍,ᇏݓຩܼۡ൧ӆٺحᇏෆ෬ႄౣ֥൧ӆᆭ၂,Фြଽದൖಪູ൞ቋऎࡎᆴ֥ຩႏཧٚٺحॹᄹࡆ。ᄝېېݖಀ֥2009୍,Ϥ؇൧ӆൔ。ຩᆜކႏཧ,൞ᄝധೆ࣮৳ຩሧჷ,ඃٺحູ%,໊ਙނྏૂุ൧ӆٺحֻ֥၂໊;༑ຩႏཧٚم֥ࠎԤഈ,Ֆఒြ֥ൌ࠽౦ঃԛൈ,ܡۣ൧ӆٺحູ%,Ӯູᅝނྏૂุ൧ؿ,۴ऌ҂Ӂ֥หׄ,ᆜކ؟ᇕຩႏཧٚم,ӆٺحֻؽ໊֥ૂุ。طᇶေၛஇຩູູܼۡఒြิ܂ຩႏཧࢳथٚσ。ຩᆜކႏཧᇗᇶ֥ඹնຩᅟ֥൧ӆٺحሹุӯ࿃༯߁֥ᄝሧჷބ൭؍֥ᆜކ,ѩ০Ⴈ۲ᇕ൭؍ބሧჷྙӮ൝。ఃᇏ,ྍশູ%,ෆູ%,อູ[1]13ྐ༏֥ླྀԮѬ,๙ݖࣚྏ֥Ҧ߃,ԮѬིႋቋ%,ຩၞࣇູ%。ն߄。۴ऌηೋሦ࿘࣮ඔऌཁൕ,2010୍ܼۡ(၂)ෆ෬ႄౣܼۡऎႵۚྟࡎбބࣚሙႪ൝ᇶ֥ᆜކႏཧྛູࡼุགྷԛ҂Ⴈ֥หׄ:ॴૂุᆜ֞ਔ2010୍,ᇏݓෆ෬ႄౣ൧ӆປӮטᆜ௹ކႏཧӮູ൮֥ᆜކႏཧٚൔ,%֥ܼۡᇶࣉೆӮඃ௹,ྛြؿᅚࡼൌགྷ“ਈ”֥ࠒ֞“ᇉ”ࡼ࿊ᄴᆜކཌഈཌ༯ૂุሧჷ֥ٚൔࣉྛႏཧ;֥ิശ,ෆ෬ႄౣ֥അြࡎᆴ္ࠆ֤ਔՖஇᇶ֞%֥ܼۡᇶࡼᄝႏཧଢ֥Ҫ૫ࣉྛᆜކ,Ґ౼ܼۡᇶ֥ܼٗಪॖ。ᄝෆ෬ႄౣؿᅚԚ௹,ᇙ؟֥ਔ“+՜ཧ”֥ᆜކႏཧٚൔ;%֥ܼۡᇶᇏཬஇ၂ᆰ൞ෆ෬ႏཧ֥ᇑൌႨ。ෛሢຩࡼᄝຩૂุҪ૫ࣉྛᆜކ,ࠧൈҐႨ؟ᇕຩ௴ࠣ߄,ຩ֥ྛູބෆ෬ႄౣ֥ܱ༢ᄀটᄀ࣍,ႏཧٚൔ;ਸ਼ࡼႵ%֥ܼۡᇶ࿊ᄴაఃܼෆ෬ྛູቔູຩ֥ᇶྛູऎႵޓ఼֥ྐႪ[3]17ۡᇶކቔႏཧ,ູᆜކႏཧᇿೆྍ֥නਫ਼。൝,80%֥ຩႨෆ෬ႄౣ࿙ᅳ෮ླေ֥ྐ(ඹ)“१Зႏཧ”٢ࡎᆴ֤֞ड़ק༏,ၹՎ෮Ⴕ֥ܼۡᇶ҂ିޭ൪ෆ෬ᄝຩྐ༏ຩ१Зႏཧ֥ؿᅚᄝݓ࠽ഈႿӮඃ,ၘࣜ৽่ߌࢫ֒ᇏ֥ೆ१ቔႨ。ؓႿնஇܼۡᇶটՖԚ௹әۀሼೆ॓࿐֥षᅚഠ߶߄ૂุႏཧࠣࢃ,Ԣ০Ⴈෆ෬ႄౣႏཧൌགྷ՜ཧຓ,۷ॖၛൌགྷඔऌܙࢨ؍,ᄝݓଽᄵඋႿఏ҄ࢨ؍。१Зႏཧஇࡹഡᆃ၂ࠎԤႏཧࡎᆴ。གྷᄝ,ᇙ؟ܼۡഅ൞ఒြᄝטҰ൧ӆླ֥౦ঃ༯,ູཨٮᆀิ܂ླᄝ࿙ᅳཌྷؓކ֥ܼۡ٢ٚൔ,ၹྟࡎбۚ、ေ֥Ӂބڛༀ,ൈᇅק၂ק֥१Зܼ࠹߃,٢ࣚሙ,ܱՍࣩࡎ٢Ӯູ൮࿊。ཞන॓、ႇหಞཨٮᆀሱԮѬ܄ඳӁބڛༀ֥ਅݺࡎ,Ֆغ、৳མ、ूഽڰ֩ᇷஇၘࣜӇ൫ਔෆ෬طಞದૌ๙ݖ१ЗਔࢳӁ、ඎ৫இ、ࡆ఼൧ӆஇႏཧ,ѩ൬֞ਔਅݺིݔ。ಪᆩ؇,ቋᇔղ֞ఒြཧ൲Ӂބิ܂ڛༀ֥ଢ(ؽ)൪ܼۡࡼӮູໃটᇶੀྙൔ֥。২ೂ,2009୍৳མг࠺Ч“єݮ֥ཬy”ႏཧᄝ2009୍,ೂ୶ࠎ、٦০௵、ྒ、߲௴、৳σ২,ࣼሂᇾਔຩਝఅ֥ྏ,ెֹ০Ⴈ“ఽམ、Џࢱ、Ϥ൙ॖু֩ᇙ؟ᆩஇܼۡᇶٴٴ൫
ֻ3௹ේ Ⴄ:ིܼۡݔླؓ৳ຩܼۡؿᅚ֥႕ཙ23[7]ඣ൪ຩᅟૂุ,၂קӱ؇ഈड़קਔఃૂุࡎᆴ,SNSڛༀ。ᆜ۱ഠႨܿଆ֥ঔնၛࠣૌఃؓ൪ܼ֥ۡٳੀቔႨၘԚ؊ୂ,2010୍൪ᄝഠཨٮൈӉ֥ᄹӉ,ഠᇯࡶӮູਔᆜކႏຩᅟ֩ྍૂุࡼӮູᆜุຩܼۡ൧ӆ఼࣑ᄹཧࠇᆀ൞ܼۡႏཧ֥ᆔֹ。ຩഠႨุဒ֥Ӊ֥ঘ৯ᆭ၂。۴ऌ2010୍1ᄅႮᇏݓ৳ຩૹۋྟބബരྟथקਔԮ႗ܼ֥ۡᇯࡶ߄,ഠྐ༏ᇏྏؿ֥҃《ֻ25Ցᇏݓ৳ຩؿᅚሑঃܼۡၛఃหႵ఼֥ྟބ१З႕ཙ৯,൝с՜࠹Бۡ》ඔऌ,ᄝᇏݓၡຩᇏ,ຩ൪Ӯഠႏཧ֥ؿᅚ。[6]ႨႵၡ。ህࡅყ,൪ܼۡࡼӮູໃটඹ、ࢲ ეᇶੀྙൔ。൪ႏཧႵሢ٤ӈ֥ۚྟࡎб,ՖԮܼ֥ۡФൔԮѬ,эӮਔཨٮᆀປಆ֥ᇶܴुࣜਔಆ౯ྟࣜ࠶າࠏ֥ॉဒᆭު,ෛሢࠣԮѬঔ,ॖၛၛࠞཬ֥ӮЧࠆ֤ࠞն֥௷ܻ,2009୍ֻؽ࠱؇ᇏݓࣜ࠶߭୰,ᇏݓ৳ຩܼۡԮѬࣚሙ,၂ᆦ؋ோࣼॖၛႄؿຩѰग़、ંฆ、ॢ൧ӆԨ఼ָّ࣑,Ӯູಆ౯ܼۡ൧ӆᄹӉਊׄ。ࡗ֥Ѩൔሇᄛ,ྙӮԮѬࠃଽಸ֥ሱؿྟൈᄝࣜ࠶າࠏߌ༯,ܼۡႏཧӮູᇙ؟ఒြᄝѬ。Ϥ؇ᄪᄝ2005୍ԛ֥൪؋“Ϥ؇,۷ᇏ౼֤֥০ఖ,ఒြ္ᄀؿुᇗܼۡൌ࠽ᇏ໓”,ᄯࣼਔࠫެਬӮЧԮѬ֥പ߅,ఃԮѬଆིݔ,ܼؓۡ٢֥ࣚሙေರၭิۚ。ຩܼۡൔ൞׀ڭൔ֥۪ଁ。2009୍၇ᄉঀಅඣԛ֥ቔູཌྷ֮ؓӮЧ、ིॹ、ࣚሙބᆌؓྟ఼֥ܼۡ“߁ЏЏ”ቋᇔԷᄯਔၡຣࠩљ֥ׄࠌਈപ߅,ଆൔႪ൝ჟૼཁ。2010୍,ࣉೆ“ުࣁವາࠏൈѩೆ࿊ࠝୄථൗࢸࡀ。ॖ,ᆃᇕലऒಆ֥൪ս”֥৳ຩܼۡ,ࡼᄀটᄀᇿᇗ൳ᇙุဒ؇ࠣࣚ؋ோԮѬིݔࣙದ,ࡆഈஔն֥൪ܴुಕุ,ሙ֥ܼۡ٢ބοིݔڱٮ֥ଆൔ,ෛሢඌ֥Է൪ႏཧၘӮູຩܼۡᇶੀૂࢺᆭ၂。ྍބ؟ᇕഅြଆൔ֥ರӮඃ,৳ຩܼۡЧദ֥()SNSഠܼۡႏཧ൳֞ౝᩥࡎᆴࡼ࿃໗҄ิശ,္сࡼ་ႄ۷؟֥ܼۡᇶ০ෛሢഠඌ֥ۚؿᅚބഠႋႨ֥௴ࠣႨ৳ຩቔູܼۡႏཧ֥൭؍。Ӯඃ,৳ຩᆞᇯ҄ॴೆഠൈս。ݓଽ৳ຩഠᄝ2009୍౼֤ਔ֥ۚؿᅚ,ᇏݓຩؓંฆ、ҕॉ໓ང:ษંቆ、ંฆഠ、SNS֥֩ႋႨᇯࡶࠆ֤Ⴈ֥[1] ηೋሦ࿘ࠢ.2009୍ᇏݓ৳ຩ୍؇ሹࢲБۡ[R].2009.ۚ؇ܱᇿބ၇ঠ,ӮູఃರӈсС֥৳ຩࠎԤႋ[2] ᇏݓԮૂն࿐ܼۡᇶ࣮෮.ྍૂุࠗэ[M].Кࣘ:ᇏྐԛႨ。SNS,ಆӫSocialNetworkingServices,ࠧഠ߶ྟϱഠ,2008.[3] ηೋሦ࿘ࠢ.2010୍ᇏݓຩܼۡؿᅚ൝טҰБۡຩڛༀ,ህᆷᆻᄝϺᇹದૌࡹ৫ഠ߶ྟຩ֥[R].2010.৳ຩႋႨڛༀ,ࠧഠࢌຩᅟ。бೂݓຓᇷ֥Fa-[4] සν.ૂุෞோ߄ൈս֥ܼۡҦ[EB/OL].[2010-03-06].cebook、Myspace֩ຩᅟ,ݓଽ֥षྏຩ、ದದຩ֩http:∥ ᆀૄᄅ߶Ⴈഠࢌૂุ,طᄝ35ෟᇀ44ෟ֥[5] ηೋሦ࿘ࠢ.2003୍ᇏݓຩܼۡࡥϱБۡ[R].2003.[6] ᇏݓ৳ຩྐ༏ᇏྏ.ֻ25Ցᇏݓ৳ຩؿᅚ࠹БۡႨᇏ,Ⴕӑݖ၂϶֥Ⴈᆞࠒֹࠞҕა֞ഠࢌຩ[R].2010.ᅟุ֥ဒᇏ。ᄝᇏݓ,2009୍ᇏݓຩഠႨ[7] ηೋሦ࿘ࠢ.2009୍ᇏݓຩഠ࣮Бۡ[R].2009.ؓSNSڛༀ္іགྷԛۚ؇֥ಣ౦,%֥Ⴈ(ᄳщࠠ:)ᆞᄝႨSNSڛༀ,%֥Ⴈіൕ༐ຬႨഈݚൗѰ߶หྸԛϱӁሹᆴჇ1ၡჭ টሱᇏݓܼѬຩ֥ཨ༏ӫ,2010୍ഈݚൗѰ߶൮ՑࡼԛϱବೆหྸӁ。ऌഈݚ൧ྍ໔ԛϱअ,ࢩᇀ5ᄅ27ರ,܋൬൳ണБԛϱหྸӁ132ࡱ,ൗѰหྸϷၘሙ51ॻ,Їও22ॻ、18ॻၻཞᇅބሰԛϱ֩,ሹࣁحӑݖ1ၡჭ。ఃᇏ38ॻၘᆞൔഈ൧ཧ൲。
