目录1前言22.1信息流广告国外研究现状.22.2信息流广告国内研究现状343.1信息流广告定义与特征....3.2信息流广告现状分析..55.2今日头条信息流广告SW0T分析..13146.1今日头条信息流广告自身问题146.2广告主投放问题....156.3用户反感问题…157今日头条信息流广告未来发展对策..··7.1创意：构建和完善可持续发展的平台生态..161773反思：实现资源共享及改善平台环境…17今日头条信息流广告策略分析李紫玲摘要：大数据时代下，社会化媒体平台层出不穷，新媒体的迅猛发展冲击着信息传播方式和传播途径发生重大变革。在这个多元化、创新化和时尚化的社会背景下，移动信息流广告具有强大的流量变现能力，深深吸引了互联网广告投放平台和广告主。信息流广告的出现，为当下广告行业开辟了新的发展思路，同时给国内信息流广告带来了新形势。本文通过对“今日头条”信息流广告的投放推广方式进行一定深度的研究，从而探索出“今日头条”信息流广告在推广投放中所呈现的特点及发展现状，找出其当前存在的问题，并有针对性地提出“今日头条”信息流广告投放策略建议。关键词：今日头条：信息流广告：广告策略An Analysis of Today's HeadlineInformation Flow Advertising StrategyByLi ZilingApril,2020Abstract:In the era of big data,social media platforms have emerged endlessly,andthe rapid development of new media has impacted major changes in informationtransmission methods and channels.In this diversified,innovative and fashionablesocial background,mobile information flow advertising has a strong flow liquidity,which deeply attracts the Internet advertising platform and advertisers.Theemergence of information flow advertising has opened up new development ideas forthe current advertising industry,and brought new situation to the domesticinformation flow advertising.In this article,through the in-depth research on the"Today 's Headline"information flow advertising,we explore the characteristics anddevelopment status of the "Today 's Headline"information flow advertising in thepromotion and distribution,and find out its current problems.And specifically putforward "today's headlines"information flow advertising strategy recommendationsKeywords:Today's Headlines;Information flow advertising;Advertising strategy