科技的進步促成了互聯網的興起，隨著時間的演進，互聯網幫助建立各種類型的公司，根據定義互聯網公司泛指利用互聯網當作基礎商業模式的企業，這些企業的特色是相對年輕、成長快速，且背後資金來自於風險資本的投入。網路廣告就是近年來成長迅速的互聯網產業之一，所謂的網路廣告其實就是網路營銷，指的是廣告主基於互聯網所投放的廣告。因為互聯網的用戶成長迅速，互聯網便成為廣告主投放廣告的平台之一。本研究在於探討網路廣告對中國大陸互聯網公司的重要性。
    本文選用以網路廣告最為主要收入來源之一的騰訊公司，從財務報表分析歷年網路廣告的收入、支出及重要性，收集財報數字並製成圖表。本研究也介紹騰訊的兩大競爭對手：阿里巴巴及百度，從三家企業的網路廣告類型來研究市場的現況及動向。
    個案研究後發現，近年來騰訊網路廣告的事業占比呈現大幅增長，且網路廣告收入與毛利成長率在13年來皆是正成長，儘管在2009年達到最低點，仍然領先全球互聯網產業的平均值，在近年來卻有成長減緩的趨勢。但是騰訊卻可能在2019年超過百度的手機端廣告收入市場占比，多虧騰訊社交廣告的貢獻。其次，研究也發現在中國大陸網路廣告最受歡迎的計價方式是按點擊計費，因為此種計費方式能讓廣告主輕易地衡量投放廣告的效果。最後，研究認為雖然騰訊的微信在中國大陸社群媒體中大受歡迎，但是中國大陸的手機用戶已呈現飽和，騰訊可以善用自己在社交廣告上的優勢，開始觸及東南亞龐大的六億人口，持續擴大社交廣告的布局。

The development of technology has boosted the rise of the Internet. As time goes by, the Internet has helped establish all kinds of companies. According to the definition, Internet companies were young, fast-growing, risk-capital backed companies which used the Internet as an integral part of their business model. Online advertising is one of fast-growing Internet industry. So-called online advertising is actually one type of online marketing, which means advertisers publish their advertisements based on the Internet. The Internet has become one of popular platforms for advertisers due to rapid-growing users. Therefore, this research mainly discusses the importance of online advertising to Chinese Internet companies.
    In this study, we choose Tencent as our research objective because online advertising is one of major sources of revenue in Tencent. We analyze the importance of online advertising through collecting financial numbers from 2004 to 2016 and making those into figures. This research also introduces Tencent’s two major competitors: Alibaba and Baidu. By categorizing differnet types of online advertising from these companies, we want to understand the current market situations and trends. 
    First of all, we discover that the segment percentage of online advertising is growing rapidly in recent years after researching. Nevertheless, the revenue and profit margin growing rates are positive in all 13 years. Although it reached its lowest point in 2009, the performance was ahead of global internet industry. Moreover, Tencent’s mobile advertising revenue share in China is predicted to exceed Baidu’s market share, which attributes to the contribution of social network. Second, this study shows that the most popular online advertising payment method in China is Pay-Per-Click(PPC), because this payment method allows advertisers to easily measure the effectiveness of advertisement. Finally, even though Tencent’s Weixin has gained in popularity in China, the mobile users in the country start to increase slowly. Therefore, Tencent should take advantage of its powerful social advertising and expand its market share into different regions.

目錄

中文摘要 ......................................................................................................................... I
英文摘要 ........................................................................................................................ II
謝辭 .............................................................................................................................. IV
目錄 ................................................................................................................................ V
表目錄 ......................................................................................................................... VII
圖目錄 ........................................................................................................................ VIII

第一章  緒論 .......................................................................................1
第一節	研究背景與動機 ................................................................................. 1
第二節	研究目的與問題 ................................................................................. 3
第三節	研究範圍與研究限制 ......................................................................... 4
第四節	研究方法及流程 ................................................................................. 6
第二章  文獻探討  .............................................................................................. 7
第一節	網路廣告............................................................................................... 7
第二節	中國大陸互聯網發展 ....................................................................... 12
第三節	互聯網公司 ....................................................................................... 15
第三章  研究方法 ........................................................................................... 17
第一節	研究架構  ......................................................................................... 17
第二節	研究對象  ......................................................................................... 18
第三節	個案研究法  ..................................................................................... 18
第四節	資料分析 ......................................................................................... 19
第四章  個案分析 ......................................................................................... 20
第一節	網路廣告發展—以騰訊為例  ......................................................... 20
第二節	圖表介紹—騰訊個案分析  ............................................................. 60
第三節	網路廣告現況—中國大陸個案分析  ............................................. 72
第五章  結論 ...................................................................................................... 76
參考文獻 ............................................................................................................ 79


表目錄
表2-1-1︰ 網路廣告類型 ......................................................................................... 8
表2-1-2： 公司的網路廣告類型 ........................................................................... 10
表2-1-3： 網路廣告計費方式 ............................................................................... 10
表4-1-1： 騰訊發展流程表 ................................................................................... 57

圖目錄
圖1-4-1： 本研究流程 ................................................................................................... 6
圖4-1-1： 2004年網路廣告收入與收入成本 ............................................................ 22
圖4-1-2： 2005年網路廣告收入與收入成本 ............................................................ 24
圖4-1-3： 2006年網路廣告收入與收入成本 ............................................................ 26
圖4-1-4： 2007年網路廣告收入與收入成本 ............................................................ 28
圖4-1-5： 2008年網路廣告收入與收入成本 ............................................................ 30
圖4-1-6： 2009年網路廣告收入與收入成本 ............................................................ 33
圖4-1-7： 2010年網路廣告收入與收入成本 ............................................................ 35
圖4-1-8： 2011年網路廣告收入與收入成本 ............................................................ 38
圖4-1-9： 2012年網路廣告收入與收入成本 ............................................................ 41
圖4-1-10： 2013年網路廣告收入與收入成本 .......................................................... 44
圖4-1-11： 2014年網路廣告收入與收入成本 .......................................................... 47
圖4-1-12： 2015年網路廣告收入與收入成本 .......................................................... 50
圖4-1-13： 2016年網路廣告收入與收入成本 .......................................................... 53
圖4-2-1： 騰訊三大事業體收入占比 ........................................................................ 60
圖4-2-2： 騰訊三大事業體收入 ................................................................................ 61
圖4-2-3： 騰訊網路廣告收入及毛利成長率 ............................................................ 62
圖4-2-4： 騰訊網路廣告收入占總收入比 ................................................................ 63
圖4-2-5： 騰訊網路廣告收入成本占總成本比 ........................................................ 63
圖4-2-6： 騰訊三大事業體毛利率比較 .................................................................... 65
圖4-2-7： 騰訊網路廣告收入與成本成長率 ............................................................ 66
圖4-2-8： 騰訊總毛利成長率 .................................................................................... 67
圖4-2-9： 騰訊網路廣告毛利占淨利比 .................................................................... 68
圖4-2-10： 微信每月活躍用戶 .................................................................................. 69
圖4-2-11： 中國大陸的網路廣告市場 ...................................................................... 70
圖4-2-12： 騰訊在中國大陸網路廣告市場占比 ...................................................... 71
圖4-3-1： 中國大陸企業在手機端廣告收入所占份額 ............................................ 74

參考文獻
英文部分:

Anupam, V., Mayer, A., Nissim, K., Pinkas, B., & Reiter, M. K. (1999). On the security of pay-per-click and other Web advertising schemes. Computer Networks, 31(11), 1091-1100.

Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer‐Mediated Communication, 13(1), 210-230.

Briggs, R., & Hollis, N. (1997). Advertising on the web: Is there response before click-through?. Journal of Advertising research, 37(2), 33-46.

China Hand (2011), The Complete Guide to Doing Business in China,
London: Economist Intelligence Unit.

Dickinger, A., & Zorn, S. (2008). Compensation Models for Interactive Advertising. J. UCS, 14(4), 557-565.

Hanson, W. A., & Kalyanam, K. (2007). Internet marketing & e-commerce. Mason, OH: Thomson/South-Western.


Huang, M., & Tsang, A. S. (2010). Development and current issues related to Internet marketing communications in China. Journal of interactive advertising, 11(1), 1-10.

Hung, K., Tse, C. H., & Cheng, S. Y. (2012). Advertising research in the post-WTO decade in China. Journal of advertising, 41(3), 121-146.

Peng, J., Zhang, G., Zhang, S., Dai, X., & Li, J. (2014). Effects of online advertising on automobile sales. Management Decision, 52(5), 834-851.

Ji, L., Rui, P., & Hansheng, W. (2010). Selection of best keywords: a poisson regression model. Journal of Interactive Advertising, 11(1), 27-35.

Novak, T. P., & Hoffman, D. L. (2000). Advertising and pricing models for the web. Internet Publishing and Beyond: The Economics of Digital Information and Intellectual Property, MIT Press, Cambridge.

Riegner, C. (2008). Wired China: The power of the world's largest Internet population. Journal of Advertising Research, 48(4), 496-505..

Steve Fong, C. C. (2011). Strategic management accounting of social networking site service company in China. Journal of Technology Management in China, 6(2), 125-139.

Wu, J., & Wan, Q. (2014). From Wechat to we Fight: Tencent and China Mobile's Dilemma. In PACIS (p. 265).

Zook, M. (2008). The geography of the internet industry: Venture capital, dot-coms, and local knowledge. John Wiley & Sons.

中文部分:

中國互聯網路資訊中心(2017)。第40次《中國互聯網路發展狀況統計報告》。

游淳惠(2013)。企業主選擇新媒體之決策分析－以大陸台商選擇網路廣告為例。國立臺灣藝術大學廣播電視學系應用媒體藝術碩士班。

葉重新(2001)。教育研究法。台北: 心理。

網站部分:

Alexa https://www.alexa.com/topsites/countries/CN

阿里巴巴 http://www.alibabagroup.com/tc/global/home
Bloomberg  https://www.bloomberg.com/news/articles/2017-11-21/tencent-overtakes-facebook-and-joins-global-top-five-chart

CSImarket https://csimarket.com/Industry/industry_growth_rates.php?ind=1005&hist=28

Emarketer https://www.emarketer.com/Article/Mobile-Drives-Digital-Ad-Spending-China/1015367

Internetworldstats  http://www.internetworldstats.com/stats.htm

iResearch http://www.iresearch.com.cn/

Kepios https://kepios.com/data/

騰訊 https://www.tencent.com/zh-hk/investor.html

The Wall Street Journal http://cn.wsj.com/big5/20140924/tec092040.asp