本文選題：大數(shù)據(jù) + 網(wǎng)絡(luò)廣告��； 參考：《湘潭大學(xué)》2015年碩士論文

【摘要】：大數(shù)據(jù)時(shí)代的到來給整個(gè)社會(huì)帶來了一股強(qiáng)勁的變革力量,網(wǎng)絡(luò)廣告由于大數(shù)據(jù)技術(shù)的刺激煥發(fā)著新的生機(jī)。數(shù)據(jù)技術(shù)實(shí)現(xiàn)了網(wǎng)絡(luò)虛擬空間的還原,海量信息的網(wǎng)羅建立起了人類真實(shí)生活與網(wǎng)絡(luò)世界的橋梁。面對(duì)變化的環(huán)境,傳統(tǒng)的網(wǎng)絡(luò)廣告模式需要借助大數(shù)據(jù)個(gè)性化地滿足用戶需求,轉(zhuǎn)變傳播模式以提升廣告效果。因此,對(duì)大數(shù)據(jù)在網(wǎng)絡(luò)廣告中的價(jià)值與利用策略進(jìn)行深入研究很有必要。傳統(tǒng)網(wǎng)絡(luò)廣告的轉(zhuǎn)化率一直偏低,無法適應(yīng)大數(shù)據(jù)時(shí)代廣告主對(duì)網(wǎng)絡(luò)廣告投放的需求,因此加強(qiáng)網(wǎng)絡(luò)廣告與大數(shù)據(jù)的聯(lián)合十分必要。網(wǎng)絡(luò)廣告與大數(shù)據(jù)牽手的可能性集中在以下四個(gè)方面:網(wǎng)絡(luò)平臺(tái)所產(chǎn)生的海量數(shù)據(jù)為網(wǎng)絡(luò)廣告利用大數(shù)據(jù)奠定了堅(jiān)實(shí)的基礎(chǔ);大數(shù)據(jù)分析技術(shù)的進(jìn)步為網(wǎng)絡(luò)廣告提供了技術(shù)支持;大數(shù)據(jù)在互聯(lián)網(wǎng)行業(yè)廣泛應(yīng)用為網(wǎng)絡(luò)廣告發(fā)展提供了有利環(huán)境;多終端平臺(tái)數(shù)據(jù)為網(wǎng)絡(luò)廣告提供了全面精準(zhǔn)預(yù)測(cè)的先天條件。數(shù)據(jù)挖掘分析實(shí)現(xiàn)了網(wǎng)絡(luò)廣告營(yíng)銷的一次華麗變身:從廣而告之到私人訂制,從粗放投放到精準(zhǔn)推送,大數(shù)據(jù)對(duì)網(wǎng)絡(luò)廣告的價(jià)值不僅僅體現(xiàn)在對(duì)廣告目標(biāo)人群的精準(zhǔn)定位和分析;就廣告本身來說,創(chuàng)意素材增加,廣告更具可讀性、可看性;廣告實(shí)現(xiàn)動(dòng)態(tài)推送,廣告更具時(shí)效性。大數(shù)據(jù)在網(wǎng)絡(luò)廣告中的應(yīng)用日益增加,但在應(yīng)用過程中也存在不少的問題。根據(jù)實(shí)證調(diào)查發(fā)現(xiàn):網(wǎng)民對(duì)強(qiáng)制性的網(wǎng)絡(luò)廣告有強(qiáng)烈的排斥心理;對(duì)網(wǎng)絡(luò)精準(zhǔn)廣告了解不多而具有排斥心理;害怕隱私被泄漏;對(duì)于網(wǎng)絡(luò)廣告創(chuàng)意有強(qiáng)烈的渴望。另外,由于現(xiàn)在大數(shù)據(jù)技術(shù)在我國(guó)仍屬于發(fā)展階段,業(yè)界對(duì)大數(shù)據(jù)的認(rèn)識(shí)和利用不足,導(dǎo)致對(duì)用戶需求把握有誤差,廣告的精準(zhǔn)性不夠,數(shù)據(jù)挖掘深度不夠?qū)е聰?shù)據(jù)與廣告的關(guān)聯(lián)性不夠,用戶隱私安全性不夠,數(shù)據(jù)更新滯后,數(shù)據(jù)流通性不強(qiáng)等問題,因此網(wǎng)絡(luò)廣告的精準(zhǔn)度以及用戶的體驗(yàn)效果都不如預(yù)期。缺乏對(duì)非結(jié)構(gòu)化數(shù)據(jù)的有效分析和相關(guān)人才、數(shù)據(jù)更新之后和流通性不強(qiáng)是造成上述問題的主要原因。網(wǎng)絡(luò)廣告要實(shí)現(xiàn)效果的最大化需要借助大數(shù)據(jù)。針對(duì)目前應(yīng)用中出現(xiàn)的問題,可以從以下幾個(gè)方面著手來促進(jìn)大數(shù)據(jù)在網(wǎng)絡(luò)廣告中的利用:加強(qiáng)對(duì)大數(shù)據(jù)的收集整理和利用分析,提高廣告的精準(zhǔn)度;加強(qiáng)數(shù)據(jù)的關(guān)聯(lián)性研究,進(jìn)行關(guān)聯(lián)廣告投放;保障用戶的隱私和自主性,提高用戶的體驗(yàn)值;善于利用關(guān)系營(yíng)銷,讓用戶主動(dòng)成為廣告的傳播者;進(jìn)行廣告實(shí)時(shí)投放,提高廣告推送速度;利用數(shù)據(jù)分析優(yōu)化廣告創(chuàng)意,提高廣告?zhèn)鞑バЧ?最后要加強(qiáng)大數(shù)據(jù)廣告人才的培養(yǎng)。
[Abstract]:The arrival of the big data era has brought a strong power of change to the whole society, and the network advertising is coruscating with new vitality because of the stimulation of big data technology. The data technology realizes the restoration of the virtual space of the network, and the network of massive information builds the bridge between the real life of human beings and the network world. In the face of the changing environment, the traditional network advertising mode needs to meet the needs of users with the help of big data, and change the communication mode to improve the advertising effect. Therefore, it is necessary to study the value and utilization strategy of big data in internet advertising. The conversion rate of traditional online advertising has been low, which can not meet the demand of advertisers in the big data era. Therefore, it is necessary to strengthen the combination of network advertising and big data. The possibility of network advertisement holding hands with big data focuses on the following four aspects: the massive data generated by the network platform lays a solid foundation for the network advertisement to use big data; The development of big data analysis technology provides technical support for network advertising, big data is widely used in the Internet industry, and it provides a favorable environment for the development of network advertising. The multi-terminal platform data provide the congenital condition of the comprehensive accurate forecast for the network advertisement. Data mining analysis has realized a magnificent transformation of online advertising marketing: from advertising to private customization, from extensive delivery to precision push, The value of big data to network advertising is not only reflected in the accurate positioning and analysis of advertising target population; as for the advertising itself, the creative material increases, the advertisement is more readable and can be seen; the advertising realizes dynamic push, and the advertisement is more timely. The application of big data in network advertisement is increasing day by day, but there are many problems in the process of application. According to the empirical investigation found: Internet users have a strong rejection of mandatory online advertising; on the network precise advertising understanding of little and have rejection; fear of privacy is leaked; for online advertising creative strong desire. In addition, due to the fact that big data technology is still in the development stage in our country, the understanding and utilization of big data in the industry is insufficient, resulting in errors in grasping the needs of users and insufficient accuracy in advertising. Insufficient depth of data mining leads to insufficient correlation between data and advertising, insufficient privacy security, lagging data update, weak data circulation and so on. Therefore, the accuracy of online advertising and the effect of user experience are not as expected. Lack of effective analysis of unstructured data and related personnel, data update and circulation are the main reasons for the above problems. In order to maximize the effect of online advertising, we need to use big data. In view of the problems in the current application, we can start from the following aspects to promote the use of big data in network advertising: strengthen the collection and analysis of big data, improve the accuracy of advertising, strengthen the research of data relevance. It can ensure the user's privacy and autonomy, improve the user's experience value, be good at making use of the relationship marketing, let the user become the propagator of the advertisement actively, carry on the advertisement real-time to put in, improve the advertisement push speed; Using data analysis to optimize advertising creativity and improve advertising communication effect; finally, to strengthen the cultivation of big data advertising talent.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.8

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本文編號(hào)：1879890