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SpecieIreport：Cir伽lativeprojectofBritishlnnovotionComparedwiththeUS’statusastheworldICTeconomicpolicymakinghouse.UK’smarketisslightlyonthesideline——inthe2007EuropeanICTmarketinvestigationdata.BritishmarketsharesaresecondonlytoGermany，whileitsnetworkusersaccountforhalfoftheEuropeanpopulation“Sponsorshipof45％globalscientificresearchproductionof8％ofthehighqualitysciencepapersby1％oftheworldpopulation”，thisusedtobeasloganproudlycitedamongB1’irishScienceCircle；situationchangeslateronthatbirth—placefornewtechnologyachievementsnrightnotbethebeneficiaryareaofitsapplicationandsocialadvancement，application—drivenmindsetfromUSandJapanmakesthenationaltechnologycomDetitivenessgettheupperhandinthecommercialsocietyInformationtechnologyandtelecommuni6《tilll~I~1r,',tlⅥ》200852cationindustryaregt‘eatlyl‘espectedbyBritishgovernmentinthetechnologycompetition.Thecontinuousandcleargovern—mentdocumentsshowtotheBritishpublictheinnovation—focusednewnationaltechnologydevelopmentstrategydmingthepastI()years.Thesenewstrategiesemphasjzedtheresearchanddevelopment，internationalcooperation.govel-n—mentsupportintechnologyinnovationamongsmallandmedium—sizedenterprises.andraisedtheissueofinnow~tionenvil’onmentconstruction，seriesofsystems，policiesandregulationstoencourageinnovation.andfundraisingrorenterpriseinnovationthl。oughmultiplechannels.alsostimulat，ingthesupportingandguidingfunctionofBT.irishqualityeducationalresourcesintheenterpriseinnovationInnovationshouldbeacomplexproject，systematicandmeticulousPersonnel，research，ploduct，enterprise，academyandgovern—nlenIareintm‘activegearstomovetheprqiectforwardslowlyDon’ttreatjtwithnarrowmindset；itisknownthatawonder—fuldesignorahighlightedindustrytrendcallbe【ransient.whiletheatmosphereandsystemconstructionrequiredbyinnovation，suchasbuildingthebigpicturethroughdetails，gealpropellingbyjointeffort，slowbutsteadyprogl‘ess，alealwaysdeterredinitsmaturityprocessbysuspicioustalkingandinstantsuccessmindseteventuallydrivjngthewholesystemintoemptynonsense.Thecautiousnessandextraoidi—flalYpatiencedemonstratedintheBritishmindsetareespe.ciallyworthyofcarefuIappreciationandemulationbyvarioussectol‘scommittedtoinnovationinpresentChina.P18Coverstory：lnoovationrulesforInterneIadVertiSingAccording120thedatafromInteractiveAdvertisingBUl’eau(IAB)，in2007，thetotaladvertisementsputontheUSnetworkadvertisingmarketexceededUSD22.5billionfincludin~searcllengines).approximatelYtheequivalentofRMBl6425billion.】5.78timesoftheadvertisjngvolumeinChina；whiletilewholeGDPscaleoftheUnitedStatesisonly5tilnesofChina‘sBasedontheestimatesbyindustryinsider.anlon}~theadvertisementsputonbythemajorityofChineseenterprises，InternetadverIisenlentsonlyaccountfor5％.Eventile5‘范shareofadvertisingmarketisenoughtoincorpol‘atethedevelopmentprojectionfornumerousinternetcompanies.Besidethesuccessfulorfailedattempttomakeprofitsthroughfee—chargingmailbox.SP,inte~。netgamesetc.finallyaI】tilesurvivingportalgiantsarefocusingonadvertisementastheir]najol‘sourceofincome.exceptfoi‘Netease.whichIocksitselfonInternetgames.Nomatteritistheimplantationorcontentmarketing.wefindouttheyarea11tohavemorefrequentconsuinerinformationreceivels.soastoreducethenetizen’Sresentmentagainstinforinalion.Inthispl‘ocesswellavenlol‘echancestoletconsumersandnetizensexperiencetilebenel’l“oiltheproductcompulsoryadvertisementwillgladuallygettuned，eventuallytheintegrativeandparticipatjveadvertisingwillbecomethemainstreamdigitalmedia.P28WWWciweekIvcorn