CAJ | 학술논문

国内凤凰网于2013年率先引入原生广告，形成了以内容营销为内核的运作模式，推出原生品牌新闻、视频、栏目、专题、频道五大类原生广告。凤凰网原生广告的创意源于两个方面：一是按广告主的需求定制，以新闻化的方式运作广告；二是以新媒体为平台全息化塑造品牌，建立与消费者的关系。简言之，原生广告的创意本质是通过新媒体平台的内容生产与传播，实现媒体的新闻性与广告的商业性融合，其背后隐含的是新媒体与广告的全新关系。
국내봉황망우2013년솔선인입원생엄고，형성료이내용영소위내핵적운작모식，추출원생품패신문、시빈、란목、전제、빈도오대류원생엄고。봉황망원생엄고적창의원우량개방면：일시안엄고주적수구정제，이신문화적방식운작엄고；이시이신매체위평태전식화소조품패，건립여소비자적관계。간언지，원생엄고적창의본질시통과신매체평태적내용생산여전파，실현매체적신문성여엄고적상업성융합，기배후은함적시신매체여엄고적전신관계。
Ifeng Net took the lead in introducing native adverting in 2013,creating an operation mode taking content marketing as the core. There are five types of native advertising,including native brand news report,native video,native column and native channel. The creativity of Ifeng Netˊs native advertising comes from two aspects:operating advertising with news - orientation on the basis of advertisersˊ needs;establishing brand with new media as the terrace to build rela-tionship with consumers. In short,the essence of native advertising is achieving the integration of mediaˊs news orientation and advertisingˊs commercial orientation through content production and dissemination of new media,and a new relation between new media and advertising is implied.