摘要:随着网络时代的发展，人们的生活已经和网络紧密联系在一起，手机、电脑如今已成为人们生活里不可缺少的两样东西，网络广告业逐渐以扩大化趋势呈现在人们眼前，成为主要的广告形式。大学校园里流传着这样的说法：“女生看韩剧、逛淘宝，男生打dota、打dota。”年轻群体接受新鲜事物的能力比较强，选择定向性好、针对性强且不受时空限制的高速度的载体进行传播，可以达到事倍功半的效果，淘宝正是选择了网络广告这种新鲜的广告媒体让其影响力在不断扩大，而淘宝网服装类取得今天这样的成绩我想与其投放的多种多样的网络广告形式是密不可分的。通过对网络上出现的服装类广告所运用的广告内容及投放形式，以及受众心理分析、广告主针对网络广告特点策划的营销方案等相关因素进行分析，为中小企业如何更好地运用适合自身的网络广告来推动传播自身品牌寻找突破口。

关键词：网络广告；淘宝网；服装；广告内容；投放形式

ABSTRACT:With the development of Internet Age,people's life and Internet are closely related to each other,mobile phone and computer have become the integral parts of people's life.Internet advertising,with the trend of gradual expanding,will become the main form of advertisement. There is a saying in the college :“Girls like watching Korea TV play and hunting at Taobao,while boys like playing DOTA.”The young group is more capable in accepting new things,the reason why they choose carries with directive property,specific pertinence,high speed and without time and space limitation to propagate is that through this way twice as much can be accomplished with half the effort. Taobao can expand its influence unceasingly for it has chose Web advertisements,the new advertising medium.The author think the success of clothing on Taobao.com is the result of its various forms of Web advertisements.Through the analysis on contents and forms do clothing Web advertisements .consumers' psychology and marketing plan to help medium-sized and small enterprises choosing Web advertisements that can promote their brands.

Keywords: Web Advertising；Taobao；clothing；Advertising content；form of advertising