發(fā)布時(shí)間：2018-01-31 08:52

  本文關(guān)鍵詞： 移動(dòng)廣告 位置感知 社交網(wǎng)絡(luò) 用戶研究 交互設(shè)計(jì) 用戶模型　出處：《湖南大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：手機(jī)與移動(dòng)互聯(lián)網(wǎng)的結(jié)合正成為人們獲取信息的重要渠道,而移動(dòng)廣告也在這種背景下取得快速的發(fā)展。通信信息技術(shù)的發(fā)展使得移動(dòng)廣告可以以更精準(zhǔn)的方式找到目標(biāo)用戶,并推送具有關(guān)聯(lián)度的廣告內(nèi)容以及更加互動(dòng)、新穎的廣告形式。 本文主要著眼于建立廣告產(chǎn)品與目標(biāo)用戶之間的關(guān)聯(lián)性。考慮地理位置感知與社交網(wǎng)絡(luò)兩大維度的因素,分別探索他們對(duì)移動(dòng)廣告精準(zhǔn)投放的作用點(diǎn)和影響力；同時(shí)結(jié)合用戶研究的方法,挖掘用戶在真實(shí)生活情境下的真實(shí)需求,從而為目標(biāo)用戶推送符合心理預(yù)期的廣告內(nèi)容,達(dá)到精準(zhǔn)投放廣告的目的。其中,通過地理位置感知,得到用戶所處的真實(shí)位置場(chǎng)景數(shù)據(jù)；通過社交網(wǎng)絡(luò),得到用戶的基本信息、用戶的社交關(guān)系網(wǎng)以及通過這些數(shù)據(jù)的定向研究得到的用戶行為偏好等數(shù)據(jù)。在用戶研究階段,通過用戶訪談、用戶觀察和文獻(xiàn)調(diào)研三種方式的定性研究和問卷調(diào)查的定量研究相結(jié)合的方法,構(gòu)建出人物角色模型和人物生活場(chǎng)景模型,并以此總結(jié)出用戶需求和滿足用戶需求的服務(wù)框架。在此基礎(chǔ)上進(jìn)行廣告的投放,確保有的放矢,滿足用戶需求,達(dá)到廣告精準(zhǔn)投放的目的。 文章最后給出位置和社交網(wǎng)絡(luò)條件下的移動(dòng)廣告服務(wù)的解決方案和最終交互設(shè)計(jì)展現(xiàn)形式。充分考慮用戶、廣告投放方和服務(wù)提供商三者利益關(guān)系制定網(wǎng)絡(luò)模型和相應(yīng)的商業(yè)模式。通過用戶體驗(yàn)的蜂窩模型對(duì)設(shè)計(jì)方案進(jìn)行量化評(píng)估,從而驗(yàn)證了論文研究的有效性和可信度。 本文的創(chuàng)新點(diǎn)：把位置和社交網(wǎng)絡(luò)兩大因素共同引入到移動(dòng)廣告服務(wù)模式創(chuàng)新中。結(jié)合設(shè)計(jì)學(xué)、人機(jī)工程學(xué)、社會(huì)心理學(xué)和消費(fèi)心理學(xué)等相關(guān)學(xué)科,從用戶體驗(yàn)的角度研究移動(dòng)廣告服務(wù)模式。
[Abstract]:The combination of mobile phone and mobile Internet is becoming an important channel for people to obtain information. Mobile advertising has also made rapid development in this context. With the development of communication and information technology, mobile advertising can find the target users in a more accurate way. And push the related degree of advertising content and more interactive, novel advertising form. This paper focuses on establishing the relationship between advertising products and target users, considering the factors of geographical location perception and social network. Explore their use and influence to the mobile advertising precision respectively; At the same time, combined with the method of user research, mining the real needs of users in the real life situation, so as to push the target users to meet the psychological expectations of advertising content, and achieve the purpose of accurate advertising. The real location scene data of the user is obtained through geographical location perception. Through the social network, get the user's basic information, the user's social relationship network and the user behavior preference obtained through the orientation research of these data, etc. In the user research stage, through the user interview. By combining the qualitative research and the quantitative research of user observation and literature survey, the character role model and the character life scene model are constructed. On the basis of this, the author summarizes the service framework of users' needs and meets the user's needs. On this basis, the advertising is put in order to ensure that the target is targeted, to meet the needs of the users and to achieve the purpose of accurate advertisement delivery. At the end of this paper, the solution of mobile advertising service under the condition of location and social network and the form of the final interactive design are given. The network model and the corresponding business model are established by the relationship between the advertising provider and the service provider. The design scheme is quantitatively evaluated through the cellular model of the user experience. Therefore, the validity and reliability of the research are verified. The innovation of this paper: the location and social network are introduced into the innovation of mobile advertising service model, combining design, ergonomics, social psychology, consumer psychology and other related disciplines. The mobile advertising service model is studied from the perspective of user experience.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：J524.3

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