本文選題：渠道評(píng)估 + 模糊評(píng)價(jià)��； 參考：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2017年碩士論文

【摘要】：隨著移動(dòng)互聯(lián)網(wǎng)技術(shù)的發(fā)展和人們生活方式、生活理念的改變,在這個(gè)移動(dòng)互聯(lián)網(wǎng)時(shí)代的下,人們的生活狀態(tài)和工作方式正在由先前的PC端大范圍地、逐漸的轉(zhuǎn)移到了移動(dòng)端。針對(duì)企業(yè)在選擇移動(dòng)產(chǎn)品投放渠道的方式方法較為欠缺的問題,提出了基于模糊神經(jīng)網(wǎng)絡(luò)的移動(dòng)產(chǎn)品投放渠道的評(píng)估方案。傳統(tǒng)的投放渠道選擇主要是基于價(jià)格和經(jīng)驗(yàn)較為單一的指標(biāo)來考量一個(gè)渠道是否具有投放價(jià)值,而由于傳統(tǒng)的價(jià)格指標(biāo)和經(jīng)驗(yàn)的評(píng)判兩個(gè)指標(biāo)的不完善,導(dǎo)致其很難科學(xué)全面的評(píng)價(jià)一個(gè)渠道的優(yōu)劣整體指標(biāo)。本文結(jié)合傳統(tǒng)的渠道選擇評(píng)判方法,將評(píng)判指標(biāo)從價(jià)格和專家經(jīng)驗(yàn)擴(kuò)展到更為完善和科學(xué)的層面,進(jìn)一步提高了企業(yè)評(píng)判和選擇投放渠道的科學(xué)性和全面性。針對(duì)神經(jīng)網(wǎng)絡(luò)僅憑數(shù)據(jù)進(jìn)行處理和預(yù)測(cè)的盲目和依賴性以及專家經(jīng)驗(yàn)評(píng)估的主觀性等問題,提出結(jié)合專家經(jīng)驗(yàn)和人工神經(jīng)網(wǎng)絡(luò)相結(jié)合的思路。這既可以保證了專家經(jīng)驗(yàn)的優(yōu)勢(shì)發(fā)揮,同時(shí)也保證了數(shù)據(jù)驗(yàn)證的科學(xué)性。本文以某互聯(lián)網(wǎng)公司為例,將企業(yè)實(shí)際的需求提煉為研究模型。從移動(dòng)產(chǎn)品投放渠道的視角,根據(jù)歷史的各個(gè)產(chǎn)品投放渠道的下載、穩(wěn)定性、成本數(shù)據(jù)指標(biāo)構(gòu)建渠道投放模糊綜合評(píng)價(jià),結(jié)合專家的評(píng)分?jǐn)?shù)據(jù)指標(biāo),將客觀實(shí)際的數(shù)據(jù)指標(biāo)和專家的經(jīng)驗(yàn)評(píng)分有機(jī)的結(jié)合,為移動(dòng)產(chǎn)品的廣告投放提供更加科學(xué)合理的解釋。運(yùn)用模糊神經(jīng)網(wǎng)絡(luò)技術(shù)進(jìn)行數(shù)據(jù)的輸入、訓(xùn)練、仿真進(jìn)而通過MATLAB得出具體的評(píng)估模型,為相關(guān)企業(yè)投放移動(dòng)產(chǎn)品廣告提供建議和參考依據(jù)指標(biāo)。本文首次將模糊神經(jīng)網(wǎng)絡(luò)這一技術(shù)與移動(dòng)互聯(lián)網(wǎng)產(chǎn)品渠道投放這一細(xì)分領(lǐng)域的評(píng)估結(jié)合在一起,并根據(jù)傳統(tǒng)的價(jià)格成本等理論進(jìn)行優(yōu)化和改造以適應(yīng)該細(xì)分領(lǐng)域的渠道評(píng)估。在技術(shù)實(shí)現(xiàn)上,主要應(yīng)用模糊神經(jīng)網(wǎng)絡(luò)原理,以該互聯(lián)網(wǎng)公司部分移動(dòng)產(chǎn)品投放數(shù)據(jù)為樣本數(shù)據(jù),通過MATLAB函數(shù)工具箱建立了ANFIS模型,經(jīng)過仿真得到評(píng)價(jià)結(jié)果。結(jié)果表明,該方法成功的將模糊神經(jīng)網(wǎng)絡(luò)技術(shù)運(yùn)用到互聯(lián)網(wǎng)移動(dòng)產(chǎn)品的投放效果評(píng)估和渠道評(píng)估預(yù)測(cè)。
[Abstract]:With the development of mobile Internet technology and the change of people's life style and concept of life, people's living state and working style are gradually transferred from PC to mobile end in this era of mobile Internet.In order to solve the problem that enterprises are lacking in the ways and methods of choosing mobile product delivery channels, an evaluation scheme of mobile product delivery channels based on fuzzy neural network (FNN) is proposed.The traditional channel selection is mainly based on the price and experience of a single index to consider whether a channel has the value of delivery, but because of the traditional price index and the evaluation of the two indicators of experience is not perfect.As a result, it is difficult to evaluate the overall quality of a channel in a scientific and comprehensive way.Combined with the traditional channel selection evaluation method, this paper extends the evaluation index from price and expert experience to a more perfect and scientific level, and further improves the scientific and comprehensive evaluation of enterprise evaluation and choice of investment channel.In view of the blind and dependence of neural network processing and prediction based on data and the subjectivity of expert experience evaluation, the idea of combining expert experience with artificial neural network is put forward.This not only ensures the advantage of expert experience, but also ensures the scientific nature of data verification.Taking an Internet company as an example, this paper abstracts the actual demand of an enterprise into a research model.From the perspective of mobile product delivery channel, according to the download, stability and cost data index of each historical product delivery channel, the fuzzy comprehensive evaluation of channel delivery is constructed, and the expert scoring data index is combined.The combination of objective and practical data index and expert's experience score provides a more scientific and reasonable explanation for advertising of mobile products.The fuzzy neural network technology is used to input, train and simulate the data, and then the concrete evaluation model is obtained by MATLAB, which provides suggestions and reference indexes for the advertising of mobile products by related enterprises.In this paper, the technology of fuzzy neural network is first combined with the evaluation of channel delivery of mobile Internet products, and is optimized and modified according to the traditional pricing and cost theory to adapt to the channel evaluation in this subdivision field.In technical realization, the principle of fuzzy neural network is mainly applied to build the ANFIS model through the MATLAB function toolbox, and the evaluation results are obtained by simulation based on some mobile product launch data of the Internet company as sample data.The results show that the fuzzy neural network technology is successfully applied to the evaluation of the effect of Internet mobile products and channel evaluation and prediction.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.8;TP183

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