【摘要】：媒介作為人類文明發(fā)展歷程中信息傳播的載體,經(jīng)歷了不斷更新與豐富的過程。新的媒介形式的出現(xiàn),常常會(huì)帶來傳播方式的巨大變革,推動(dòng)著社會(huì)發(fā)展的進(jìn)程。傳統(tǒng)的傳播方式已經(jīng)難以滿足今天人們對(duì)于信息傳播的要求。順應(yīng)時(shí)代的需求,最先將推廣內(nèi)容向用戶進(jìn)行精準(zhǔn)投放的網(wǎng)絡(luò)營銷商嘗到了甜頭,通過不斷的發(fā)展,逐漸形成了以微博、QQ、微信等社交網(wǎng)絡(luò)為平臺(tái),以粉絲通、粉絲頭條、廣點(diǎn)通、朋友圈推廣等產(chǎn)品為代表的信息精準(zhǔn)投放解決方案。這類基于社交網(wǎng)絡(luò)中用戶信息與用戶行為的精準(zhǔn)傳播方式,增加了信息的有效到達(dá),實(shí)現(xiàn)了分眾傳播,降低了信息傳播的成本。網(wǎng)絡(luò)用戶的信息及網(wǎng)絡(luò)行為因此受到極大關(guān)注。運(yùn)營商意識(shí)到通過建立用戶信息數(shù)據(jù)庫,進(jìn)行科學(xué)分析,合理利用,有利于信息的個(gè)性化推送,是精準(zhǔn)傳播實(shí)現(xiàn)的基本條件。本文通過收集最新調(diào)查數(shù)據(jù)與研究成果,參考優(yōu)質(zhì)的互聯(lián)網(wǎng)資訊與案例,以文獻(xiàn)分析、數(shù)據(jù)調(diào)查、案例分析的方式,從社交網(wǎng)絡(luò)中用戶信息與用戶行為兩個(gè)方面來對(duì)用戶數(shù)據(jù)進(jìn)行分類歸納,通過數(shù)據(jù)挖掘與處理,找出其中隱含的價(jià)值與關(guān)聯(lián)性。以行業(yè)內(nèi)常見的幾款信息精準(zhǔn)投放產(chǎn)品為研究對(duì)象進(jìn)行比較分析,總結(jié)其中的傳播規(guī)律與優(yōu)勢(shì)缺點(diǎn),探討支撐精準(zhǔn)傳播的條件以及對(duì)用戶隱私造成的影響。對(duì)信息傳播的精準(zhǔn)化趨勢(shì)進(jìn)行預(yù)測(cè),評(píng)估在廣告推廣之外的信息傳播活動(dòng)中進(jìn)行精準(zhǔn)傳播的可能性。研究中涉及到傳播學(xué)、市場營銷學(xué)、廣告學(xué)、社會(huì)學(xué)等相關(guān)內(nèi)容。
[Abstract]:As the carrier of information dissemination in the course of human civilization development, media has undergone a process of continuous renewal and enrichment. The emergence of new forms of media often brings great changes in the way of communication and promotes the process of social development. Traditional means of communication have been difficult to meet today's requirements for information dissemination. Conforming to the needs of the times, the online marketers who first accurately put the promotional content to users have tasted the sweetness. Through continuous development, they have gradually formed social networks such as Weibo QQQ, WeChat and other social networks as the platform, with fans linking up and fans making headlines. Tencent Ad solutions, friends circle promotion and other products for the representative of accurate information delivery solutions. This kind of accurate communication method based on user information and user behavior in social network increases the effective arrival of information realizes the spread of focus and reduces the cost of information dissemination. Therefore, the information and behavior of network users are paid great attention to. Operators realize that the establishment of user information database, scientific analysis, rational use, is conducive to the personalized push of information, is the basic conditions for the realization of accurate communication. By collecting the latest survey data and research results, referring to high-quality Internet information and cases, this paper uses the methods of literature analysis, data survey and case analysis. This paper classifies and induces user data from two aspects of user information and user behavior in social network, and finds out the implied value and relevance through data mining and processing. This paper makes a comparative analysis of several information precision delivery products in the industry, summarizes the communication rules and advantages and disadvantages, and discusses the conditions of supporting accurate communication and the impact on user privacy. Forecast the trend of information dissemination and evaluate the possibility of accurate communication in information communication activities other than advertising. The research involves communication, marketing, advertising, sociology and so on.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G206

【參考文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

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本文編號(hào)：2217579