發(fā)布時(shí)間：2018-06-11 19:54

  本文選題：網(wǎng)絡(luò)廣告 + 廣告形式選擇��； 參考：《遼寧科技大學(xué)》2013年碩士論文

【摘要】：伴隨著電子商務(wù)的產(chǎn)生和發(fā)展，網(wǎng)絡(luò)廣告應(yīng)運(yùn)而生。網(wǎng)絡(luò)廣告作為網(wǎng)絡(luò)營(yíng)銷(xiāo)的一種有力的促銷(xiāo)手段，日益展現(xiàn)出特有的魅力與廣闊的前景。優(yōu)化決策網(wǎng)絡(luò)廣告投放成為企業(yè)所關(guān)心的首要問(wèn)題之一。網(wǎng)絡(luò)廣告的投放需要考慮很多因素，屬于多目標(biāo)優(yōu)化問(wèn)題，一般很難精確地求出其最優(yōu)解。因此，對(duì)網(wǎng)絡(luò)廣告投放決策問(wèn)題的研究具有重要的理論意義和現(xiàn)實(shí)意義。 按照企業(yè)的營(yíng)銷(xiāo)目標(biāo)，依據(jù)好的廣告創(chuàng)意完成了網(wǎng)絡(luò)廣告的設(shè)計(jì)與制作后，接下來(lái)的工作就是網(wǎng)絡(luò)廣告的推廣。正確選擇網(wǎng)絡(luò)廣告發(fā)布形式和投放網(wǎng)站，對(duì)于提高網(wǎng)絡(luò)廣告效益、降低網(wǎng)絡(luò)廣告成本具有非常重要的作用。本文針對(duì)電子商務(wù)企業(yè)必須面對(duì)的網(wǎng)絡(luò)廣告投放決策問(wèn)題，分別研究了基于層次分析法的網(wǎng)絡(luò)廣告發(fā)布形式選擇問(wèn)題和基于粒子群算法的網(wǎng)絡(luò)廣告投放網(wǎng)站選擇決策問(wèn)題。研究的內(nèi)容主要包括以下幾個(gè)方面： 1．對(duì)電子商務(wù)企業(yè)網(wǎng)絡(luò)廣告投放決策問(wèn)題產(chǎn)生的背景與國(guó)內(nèi)外研究情況進(jìn)行綜述，并指出目前此問(wèn)題在研究上存在的不足之處； 2.考慮到不同網(wǎng)絡(luò)廣告發(fā)布形式具有不同的特點(diǎn)，直接影響網(wǎng)絡(luò)廣告的傳播效果和經(jīng)濟(jì)成本，研究了廣告發(fā)布形式的選擇問(wèn)題。在深入分析網(wǎng)絡(luò)廣告不同發(fā)布形式特點(diǎn)的基礎(chǔ)上，給出了網(wǎng)絡(luò)廣告形式的綜合評(píng)價(jià)體系。根據(jù)廣告的傳播效果和成本等準(zhǔn)則的基本要求以及評(píng)價(jià)因素的特點(diǎn)，建立了基于層次分析法的多目標(biāo)決策模型。給出了實(shí)現(xiàn)算法和仿真結(jié)果，表明了模型和算法的合理性，為電子商務(wù)企業(yè)網(wǎng)絡(luò)廣告發(fā)布形式的選擇提供了參考。 3．從企業(yè)的需求出發(fā)，，研究了網(wǎng)絡(luò)廣告發(fā)布的網(wǎng)站選擇問(wèn)題�，F(xiàn)實(shí)中對(duì)網(wǎng)絡(luò)廣告效果的評(píng)估主要是基于廣告商網(wǎng)站提供的數(shù)據(jù)，而這些數(shù)據(jù)的準(zhǔn)確性、公正性一直受到某些廣告主和代理商的質(zhì)疑。針對(duì)這個(gè)問(wèn)題，本文提出在廣告主網(wǎng)站研究各廣告網(wǎng)站的引進(jìn)流量、成交數(shù)量及其廣告費(fèi)用等數(shù)據(jù)并作為評(píng)估依據(jù)。分析了能夠提供網(wǎng)絡(luò)廣告投放的各類(lèi)網(wǎng)站的特點(diǎn)和常用的網(wǎng)絡(luò)廣告評(píng)估方法，并以傳播效能評(píng)估法為評(píng)估標(biāo)準(zhǔn)，建立了網(wǎng)絡(luò)廣告投放的網(wǎng)站最優(yōu)選擇多目標(biāo)決策問(wèn)題模型。使用粒子群智能搜索算法求解并進(jìn)行了仿真分析，以期對(duì)電子商務(wù)企業(yè)網(wǎng)絡(luò)廣告投放決策的制定提供參考和幫助。
[Abstract]:With the emergence and development of electronic commerce, network advertising came into being. As a powerful means of promoting online marketing, network advertising is increasingly showing its unique charm and broad prospects. Optimization of decision-making network advertising has become one of the most important issues concerned by enterprises. There are many factors to be considered in the network advertisement, which is a multi-objective optimization problem, so it is difficult to find out the optimal solution accurately. Therefore, it is of great theoretical and practical significance to study the decision-making of online advertising. According to the marketing objectives of enterprises, the design and production of online advertisements are completed according to the good advertising ideas. The next job is the promotion of online advertising. It is very important to choose the form of network advertisement release and put into website correctly to improve the efficiency of network advertisement and to reduce the cost of network advertisement. In this paper, aiming at the problem that E-commerce enterprises have to face, we study the selection of web advertisement release form based on AHP and the decision problem of web advertising website selection based on particle swarm optimization (PSO), respectively, which is based on analytic hierarchy process (AHP) and particle swarm optimization algorithm (PSO). The contents of the study mainly include the following aspects: 1. This paper summarizes the background and research situation of E-commerce enterprises' network advertising decision making problem, and points out the shortcomings of the current research. 2. Considering that different forms of online advertising have different characteristics, which directly affect the communication effect and economic cost of online advertising, this paper studies the choice of advertising publication forms. On the basis of deeply analyzing the characteristics of different publishing forms of network advertisement, the comprehensive evaluation system of network advertisement form is given. According to the basic requirements of advertising communication effect and cost and the characteristics of evaluation factors, a multi-objective decision-making model based on AHP is established. The realization algorithm and simulation results are given, which show the rationality of the model and algorithm. Starting from the needs of enterprises, this paper studies the selection of web sites for web advertisement publishing. In reality, the evaluation of the effect of online advertising is mainly based on the data provided by advertisers' websites, and the accuracy and impartiality of these data has always been questioned by some advertisers and agents. In order to solve this problem, this paper puts forward to study the data of the import flow, transaction volume and advertising cost of each advertising website in the advertisers' website and so on, and it can be used as the basis for evaluation. This paper analyzes the characteristics of all kinds of web sites that can provide online advertising and the commonly used methods of network advertisement evaluation, and establishes a multi-objective decision model for the optimal selection of web sites by using the method of communication effectiveness evaluation as the evaluation standard. Particle swarm optimization (PSO) algorithm is used to solve the problem and simulate it, in order to provide reference and help for the decision making of E-commerce enterprises' network advertisement.
【學(xué)位授予單位】：遼寧科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：TP301.6;F713.8

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