本文選題：消息評(píng)論箱 + 廣告主　； 參考：《北京交通大學(xué)》2017年碩士論文

【摘要】：隨著移動(dòng)互聯(lián)網(wǎng)時(shí)代的到來(lái)及發(fā)展,新媒體廣告尤其是投放在社交媒體上的廣告,越來(lái)越受到廣告主的重視。2017年,經(jīng)濟(jì)下行壓力大,廣告主投放預(yù)算繼續(xù)縮緊。不少中小社交平臺(tái),甚至面臨著生死存亡的危機(jī),頭號(hào)社交平臺(tái)也需要使出渾身解數(shù),去努力爭(zhēng)搶品牌主日趨精打細(xì)算的廣告預(yù)算。在這種環(huán)境背景下,新浪微博2016年廣告收益達(dá)到4.024億美元,同比增長(zhǎng)52%。從總量看微博已經(jīng)進(jìn)入中國(guó)互聯(lián)網(wǎng)廣告前十名。為了在這種經(jīng)濟(jì)環(huán)境下保證廣告收益的持續(xù)上升,新浪微博很早就將如何更好地吸引廣告主投放廣告作為發(fā)展重點(diǎn)。微博需求調(diào)查人員發(fā)現(xiàn),廣告主很重視微博用戶對(duì)其廣告的意見,并想實(shí)現(xiàn)廣告和網(wǎng)站相互引流增加關(guān)注度。消息評(píng)論箱通過(guò)微博廣告主發(fā)布廣告的評(píng)論內(nèi)容的匯集并在廣告主的網(wǎng)站展示,再將網(wǎng)站中的留言展現(xiàn)到廣告的評(píng)論下,以及評(píng)論過(guò)濾、評(píng)論分類、評(píng)論統(tǒng)計(jì)功能,實(shí)現(xiàn)了廣告主查看用戶對(duì)其廣告評(píng)論的需求和實(shí)現(xiàn)廣告和網(wǎng)站相互引流的需求,廣告主便最終達(dá)到增加關(guān)注度和訪問(wèn)量的目的。同時(shí),在新的社交廣告模式下,廣告收費(fèi)的計(jì)算需要收集點(diǎn)擊、統(tǒng)計(jì)和評(píng)論等數(shù)據(jù)。本項(xiàng)目除開發(fā)上述兩個(gè)需求外,在處理廣告等信息時(shí),還將分析出廣告的偏好值、廣告位的熱度以及同類廣告熱度排序。本文中詳細(xì)論述的功能均為筆者在項(xiàng)目中所開發(fā)的功能,其中比較重要的是消息評(píng)論箱模塊、廣告統(tǒng)計(jì)模塊、廣告分析模塊、消息隊(duì)列機(jī)模塊、搜索模塊、系統(tǒng)管理模塊、用戶信息模塊。消息評(píng)論箱模塊指的是評(píng)論的匯集、過(guò)濾、統(tǒng)計(jì)并展示到廣告主的門戶網(wǎng)站中,其次再將用戶在廣告主門戶網(wǎng)站中的留言匯集進(jìn)微博廣告的評(píng)論下,通過(guò)這一系列操作達(dá)到增加門戶網(wǎng)站的訪問(wèn)量和廣告關(guān)注度的作用;廣告統(tǒng)計(jì)模塊主要包括點(diǎn)擊統(tǒng)計(jì)和轉(zhuǎn)發(fā)統(tǒng)計(jì)。廣告統(tǒng)計(jì)一方面為廣告主提供點(diǎn)擊和轉(zhuǎn)發(fā)詳情信息,另一方面是為銷售部門計(jì)算廣告費(fèi)用提供數(shù)據(jù)支持、為廣告分析功能提供計(jì)算數(shù)據(jù);廣告分析模塊包括偏好分析、廣告位熱度分析、廣告(本公司廣告)熱度排序和同類廣告(三個(gè)月微博所有廣告)熱度排序;消息隊(duì)列機(jī)模塊指的是,通過(guò)消息隊(duì)列的模式集中所有信息,幫助實(shí)現(xiàn)分布式處理模式達(dá)到負(fù)載均衡;搜索模塊是散布在每個(gè)功能模塊中的功能,包括模糊搜索、精確搜索、時(shí)間段搜索等;系統(tǒng)管理模塊是系統(tǒng)管理員使用模塊,包括用戶權(quán)限管理、用戶添加等功能;用戶信息模塊包括個(gè)人信息的編輯、查看功能。消息評(píng)論箱系統(tǒng)開發(fā)完成后,極大地方便了廣告主、廣告運(yùn)營(yíng)和銷售人員的日常工作,并且對(duì)公司的廣告銷售起到了非常重要的作用。系統(tǒng)在現(xiàn)階段的使用過(guò)程中運(yùn)行較為良好,能夠滿足廣告運(yùn)營(yíng)和銷售工作的基本需求,而且還能快速迭代,實(shí)現(xiàn)對(duì)新功能的快速更新和對(duì)已有功能的優(yōu)化。
[Abstract]:With the advent and development of the mobile Internet era, new media ads, especially those placed on social media, are increasingly being valued by advertisers. In 2017, the economy is under pressure and advertisers' budgets continue to tighten. Many small and medium-sized social platforms, even facing a life-or-death crisis, the number one social platform also needs to do everything possible to try to compete for the brand owner increasingly careful advertising budget. Against this backdrop, Sina Weibo posted $402.4 million in advertising revenue in 2016, up 52% from a year earlier. From the total amount of Weibo has entered China's top 10 Internet advertising. In order to ensure that advertising revenue will continue to rise in this economic environment, Sina Weibo has long regarded how to better attract advertisers to put in advertising as a development priority. Weibo needs investigators have found that advertisers value Weibo users' opinions about their ads and want to increase attention between advertising and websites. The message comment box compiles the content of the comments published by the Weibo advertiser and displays them on the advertiser's website, then displays the messages in the website under the comments of the advertisement, as well as the function of filtering, classifying, and counting the comments. By realizing the demand of the advertisers to view their comments and to realize the mutual drainage between the advertisements and the websites, the advertisers will eventually achieve the purpose of increasing the attention and the number of visits. At the same time, under the new social advertising model, the calculation of advertising fees requires collecting data such as clicks, statistics and reviews. In addition to developing the above two requirements, this project will analyze the preference value, the heat of the advertisement and the ranking of the similar advertising heat in the process of advertising and other information. The functions discussed in detail in this paper are all the functions developed by the author in the project, among which the more important are the message comment box module, the advertisement statistics module, the advertisement analysis module, the message queue machine module, the search module, the system management module. User information module. The message comment box module refers to the collection, filtering, statistics and display of the comments in the advertisers' portal. Then, the comments of the users in the advertisers' portal are aggregated into the comments of the Weibo ads. Through this series of operations to increase the number of portal visits and advertising attention; advertising statistics module mainly includes click statistics and forwarding statistics. On the one hand, advertising statistics provide click and forward detailed information for advertisers, on the other hand, it provides data support for sales department to calculate advertising expenses, and provides calculation data for advertising analysis function. Ad heat analysis, advertising (our company advertisement) heat sort and similar advertisement (3 months Weibo all ads) heat sort; message queue machine module refers to the mode of message queue to gather all the information, Help to achieve distributed processing mode to achieve load balance; search module is scattered in each function module, including fuzzy search, accurate search, time search, etc.; system management module is the system administrator use module, Including user rights management, user add and other functions; user information module including personal information editing, viewing function. After the development of the message comment box system, it greatly facilitates the daily work of advertisers, advertising operators and salespeople, and plays a very important role in the advertising sales of the company. The system runs well in the process of using at the present stage, which can meet the basic needs of advertising operation and sales work, and also can quickly iterate to realize the fast update of new functions and the optimization of existing functions.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：TP311.52

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