網路廣告是目前世界上成長最快的廣告類別，每年營收以30％的速度在成長，是最具有發展潛力的廣告市場。但是對於廣告主而言，如何評估網路廣告的效益及其收費模式發展，與未來廣告市場的發展息息相關。因此，本研究希望藉由網路廣告的型態及計價方式探討，試圖找出發展的趨勢，提供給業者以及學術研究作為參考。透過本研究，讀者可以大致瞭解目前網路廣告的發展狀況，進而對網路廣告的發展趨勢也有所瞭解.。 目前網際網路的型態大致有：關鍵字搜尋、展現式、分類目錄、導引轉介、電子郵件、置入性行銷等六大類型。而網際網路的廣告收費模式，一直在不斷發展中，從傳統的記錄曝光次數來收費，逐漸轉入網路上專有的依點閱計費費的方式。本研究透過此一趨勢，經過了資料整理分析研究後，本研究得出結論，網路廣告的營收模式方向，朝著「使用者提供之資訊含量度增加」以及「廣告計價方式之自由度增加」兩個面向來發展。 所謂的「使用者提供之資訊含量度增加」，代表著因為網路互動的特性，透過資訊科技來收集使用者在觀看內容時所提供的資訊，藉由分析這些使用者提供的資訊，就可以針對使用者資訊及廣告內容之間的關連性，對廣告做更有效率的投放。如此一來，廣告效果大幅度增加，相對而言廣告的價值也隨之提升。 而「廣告計價方式之自由度增加」，由原本的賣方市場，逐漸轉為由買方競價之市場。也就是說透過自由市場的機制，真實呈現廣告的價值。使用者更可以藉由資訊科技的幫助，隨時觀察網路廣告的狀態。在價格透明、資訊公開的結果下，間接的促進了網路廣告市場的成長，也確立了未來廣告定價的發展方向。 本研究同時也提供了「網路廣告代理制度的建立」，以及「無線廣告之經營模式」，等兩項的發展建議，提供給網路廣告業者及電信業者參考，此部分亦深具研究價值，期待未來能有更多的研究報告出現。 / Online advertisement is the fastest growing kind of advertisements, and already attracting notice from all over the world. Its revenues increased about 30% per year，thus is the most potential advertising market. Evaluating the effective and price model of online ad are to be closely bound up with it future development. This thesis focuses on the type and price model of the online ad, and tries to find out the trend of development. This is for business and learning reference. Through this research, the reader will get to know the situation of online ad development, further more to understand the trend. The types of online ad are classified into six types: keywords, display ad, classified, lead generation/referral, and email ad. However, the pricing model is still in progress. From the traditional exposure and impression model transform to by click and action model. Our research discovered this phenomenon. Through comprehensive data collection and analysis we conclude that the online ad is heading to two directions, “the increase of user information provided” and “the flexibility of ad price”. “The increase of user information provided” means we can collect more and more information from user’s action through browser. With the information technology we can have a lot of analytic works to know what user want, and properly deliver the ad that highly relates to what users want. .It will make the online ad more effective result of increasing the value of ad. “The flexibility of ad price” means the internet market turning from sellers to buyers. The efficiency reporting system provide advertiser instant statistics, which makes the value of online ad effectiveness transparent to customers. Indirectly lift the growth of the online ad market and also affirm the pricing direction of online ad. Our research also provided some suggestions for ad agents and mobile ad development for online ad or telecom business operators, and we hope it will be more valuable for these types of business.