本文選題：數(shù)字標(biāo)牌推薦 + 數(shù)字標(biāo)牌選址�。� 參考：《北京工商大學(xué)》2016年碩士論文

【摘要】：數(shù)字標(biāo)牌這種新興的廣告媒介越來(lái)越大量的出現(xiàn)在人們?nèi)粘Ｉ钪�。它的廣告效果也是其他廣告媒介所無(wú)法取代的。然而由于目前數(shù)字標(biāo)牌的選址與數(shù)字標(biāo)牌廣告的投放方式依然是傳統(tǒng)的線下人工決策,憑借經(jīng)驗(yàn)選擇。這種方法具有依據(jù)不足并且效率低下等缺點(diǎn),嚴(yán)重制約著數(shù)字標(biāo)牌廣告業(yè)的發(fā)展。針對(duì)于此,本文結(jié)合定向廣告投放概念與位置推薦和設(shè)施選址技術(shù)對(duì)數(shù)字標(biāo)牌廣告的推薦及選址進(jìn)行了研究,研究的成果在學(xué)術(shù)及生產(chǎn)上有一定的參考價(jià)值。本文所做工作具體如下:1.將數(shù)字標(biāo)牌廣告媒介與其他廣告媒介的發(fā)展現(xiàn)狀進(jìn)行了對(duì)比分析,闡述了數(shù)字標(biāo)牌廣告的發(fā)展與意義,分析了數(shù)字標(biāo)牌實(shí)現(xiàn)定向廣告投放面臨的問(wèn)題。對(duì)定向廣告的研究現(xiàn)狀、位置推薦研究現(xiàn)狀及選址算法研究現(xiàn)狀進(jìn)行了綜述。2.對(duì)數(shù)字標(biāo)牌推薦問(wèn)題涉及的關(guān)鍵技術(shù)進(jìn)行了詳細(xì)闡述。對(duì)數(shù)字標(biāo)牌推薦涉及主體、數(shù)字標(biāo)牌推薦的關(guān)鍵問(wèn)題及關(guān)鍵問(wèn)題的特性進(jìn)行了分析研究。對(duì)興趣點(diǎn)推薦算法、設(shè)施選址算法與空間位置技術(shù)進(jìn)行了研究,提出了數(shù)字標(biāo)牌推薦問(wèn)題的研究框架。3.提出了基于位置廣告數(shù)據(jù)的興趣點(diǎn)推薦模型。改進(jìn)了適合數(shù)字標(biāo)牌興趣點(diǎn)推薦問(wèn)題的地理建模內(nèi)嵌的矩陣分解興趣點(diǎn)推薦模型(GeoMF模型),為模型增添了社會(huì)經(jīng)濟(jì)數(shù)據(jù)的推薦依據(jù),增加了數(shù)字標(biāo)牌推薦的可信度。并通過(guò)實(shí)驗(yàn)分析了模型的效果。4.提出了基于位置經(jīng)濟(jì)特征數(shù)據(jù)的設(shè)施選址模型。改進(jìn)了適合數(shù)字標(biāo)牌選址問(wèn)題的最大可獲得性覆蓋選址模型(MALP模型),提出了地塊(需求點(diǎn))的熱度問(wèn)題,并為地塊的熱度變化進(jìn)行了定義,更符合數(shù)字標(biāo)牌選址的實(shí)際情況。并通過(guò)實(shí)驗(yàn)分析了模型的效果。5.結(jié)合GIS(Geographic Information System)技術(shù)搭建了數(shù)字標(biāo)牌廣告推薦結(jié)果的展示平臺(tái)。完成對(duì)了數(shù)據(jù)存儲(chǔ)的設(shè)計(jì),并對(duì)web服務(wù)的發(fā)布與調(diào)用進(jìn)行了詳述。最后對(duì)平臺(tái)的推薦選址結(jié)果進(jìn)行了展示。
[Abstract]:Digital signs, as a new advertising medium, are more and more popular in people's daily life. Its advertising effect is also irreplaceable by other advertising media. However, at present, the location of digital signs and the way of placing digital signage advertisements are still the traditional offline artificial decision, depending on the experience. This method has shortcomings such as insufficient basis and low efficiency, which seriously restricts the development of digital signage advertising industry. In this paper, the concept of targeted advertising and location recommendation and facility location technology are combined to study the recommendation and location of digital sign advertising. The results of the research have certain reference value in academic and production. The work done in this paper is as follows: 1. This paper makes a comparative analysis of the development of digital signage advertising media and other advertising media, expounds the development and significance of digital signage advertising, and analyzes on the problems faced by digital signboards in the implementation of targeted advertising. The research status of targeted advertising, location recommendation and location algorithm are summarized. 2. 2. The key technologies involved in the recommendation of digital signs are described in detail. This paper analyzes and studies the main body, the key problems and the characteristics of the digital sign recommendation. This paper studies the point of interest recommendation algorithm, facility location algorithm and spatial location technology, and puts forward the research framework of digital sign recommendation problem. An interest point recommendation model based on location advertising data is proposed. In this paper, an embedded matrix factorization interest point recommendation model is improved, which is suitable for the recommendation problem of digital sign interest points. It adds the social and economic data recommendation basis for the model, and increases the credibility of digital sign recommendation. The effect of the model is analyzed by experiment. A facility location model based on location economic feature data is proposed. This paper improves the maximum available cover location model (MALP) which is suitable for the digital signage location problem, and puts forward the heat degree problem of the land block (demand point), and defines the thermal variation of the land block, which is more in line with the actual situation of the digital placard location. The effect of the model was analyzed by experiment. Combined with GIS(Geographic Information system technology, the display platform of the recommended results of digital signage advertisement is built. To complete the design of data storage, and the release and call of web services in detail. Finally, the recommended site selection results of the platform are presented.
【學(xué)位授予單位】：北京工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：TP391.3;P208

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