本文選題：社交網(wǎng)絡(luò) + 廣告投放��； 參考：《華中師范大學(xué)》2015年碩士論文

【摘要】：近年來,互聯(lián)網(wǎng)的出現(xiàn)以及信息技術(shù)的快速發(fā)展,為廣告投放注入了新的活力。網(wǎng)絡(luò)已經(jīng)成為眾多企業(yè)實(shí)施營銷推廣、進(jìn)行品牌宣傳的新陣地。相比傳統(tǒng)紙媒、廣播、電視、戶外廣告等,網(wǎng)絡(luò)廣告具有不可比擬的優(yōu)勢：雙向傳播,交互性強(qiáng)；廣告受眾多,傳播范圍廣,實(shí)時性好；形式多樣,新穎靈活,針對性強(qiáng)；效果評估便捷準(zhǔn)確。社交網(wǎng)絡(luò)作為目前互聯(lián)網(wǎng)發(fā)展最快的領(lǐng)域,具有真實(shí)性、傳播擴(kuò)散性、品牌維護(hù)效應(yīng)等特點(diǎn),也為精準(zhǔn)廣告投放提供了良好的平臺。通過社交網(wǎng)絡(luò)廣告主可以準(zhǔn)確定位目標(biāo)受眾,了解用戶群體的興趣偏好,從而實(shí)現(xiàn)精準(zhǔn)的廣告營銷。然而現(xiàn)有的網(wǎng)絡(luò)廣告投放模式尚未發(fā)展成熟,基于社交網(wǎng)絡(luò)廣告投放的研究更少,仍處于起步階段,多為現(xiàn)狀描述與建議性措施,因此基于社交網(wǎng)絡(luò)的精準(zhǔn)廣告投放策略與模式的探索具有重要的意義。本文在梳理網(wǎng)絡(luò)廣告投放研究發(fā)展進(jìn)程的基礎(chǔ)上,總結(jié)了現(xiàn)有網(wǎng)絡(luò)廣告投放的方式與技術(shù)：廣播方式、贊助搜索廣告方式和定向廣告方式,指出了各自的優(yōu)勢與不足。分析了社交網(wǎng)絡(luò)廣告投放的研究現(xiàn)狀,網(wǎng)絡(luò)結(jié)構(gòu)分析和核心用戶的研究成為了目前研究重點(diǎn)之一。但是該方法缺乏對內(nèi)容的有效利用,忽略了用戶興趣偏好分析對廣告投放精準(zhǔn)性的作用。對此本文提出了基于社交網(wǎng)絡(luò)的精準(zhǔn)廣告投放系統(tǒng)框架,充分考慮影響網(wǎng)絡(luò)廣告投放的三類因素：個體特征、網(wǎng)絡(luò)特征和內(nèi)容特征,將社會網(wǎng)絡(luò)分析和潛在主題模型方法相結(jié)合,彌補(bǔ)了現(xiàn)有研究僅對網(wǎng)絡(luò)結(jié)構(gòu)或文本內(nèi)容進(jìn)行單一研究的缺陷,并對涉及到的社交網(wǎng)絡(luò)用戶隱私問題進(jìn)行探討,引發(fā)未來關(guān)于如何權(quán)衡用戶隱私與精準(zhǔn)營銷研究的思考。
[Abstract]:In recent years, the rapid development of Internet and information technology, has injected new vitality into advertising. The network has become the implementation of marketing promotion of many enterprises, the new position for brand promotion. Compared with the traditional paper media, radio, television, outdoor advertising, Internet advertising has incomparable advantages: two-way communication, strong interaction the audience; more widespread in real-time; a variety of forms, novel and flexible, strong pertinence and effect evaluation; convenient and accurate. Social network is currently the fastest growing areas of the Internet, with authenticity, spread, brand maintenance effect and other characteristics, but also provides a good platform for accurate advertising. Through social networks, advertisers can accurately locate the target audience, to understand the preferences of the user groups, so as to achieve accurate advertising and marketing. However, the existing network advertising model has not yet been issued Show mature, less research based on social network advertising, is still in the initial stage, how to describe the current situation and suggestion of measures, so the exploration of advertising social network based on the mode of delivery strategy and has important significance. Based on the research and development process in the sort of network advertisement, summarizes the existing network advertising methods and techniques: broadcast, sponsored search advertising and targeted advertising methods, points out their advantages and disadvantages. Analyzed the present situation of research on social network advertising, network structure analysis and core users has become one of the focus of the current study. But this method is lack of effective use of content, ignoring the interests of users preference analysis of advertising on the precise role. This paper proposes a targeted advertising delivery system based on the framework of social network, give full consideration to the impact of network Three factors: individual characteristics of network advertising, network features and content features, combining social network analysis and latent topic model, to make up for the deficiency of the existing research merely on network structure or text content, and relates to the social network user privacy issues, thinking about the future how to balance user privacy and precision marketing research.

【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.8

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本文編號：1765930