本文選題：社交網(wǎng)絡(luò)廣告績(jī)效　切入點(diǎn)：廣告代言人定價(jià)　出處：《合肥工業(yè)大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：在社交網(wǎng)絡(luò)平臺(tái),選擇合適的影響力用戶作為企業(yè)的廣告代言人并制定相應(yīng)的廣告定價(jià)策略已經(jīng)成為營(yíng)銷(xiāo)管理領(lǐng)域中的熱點(diǎn)研究問(wèn)題。由于社交網(wǎng)絡(luò)對(duì)用戶的網(wǎng)絡(luò)影響力與廣告投放效果產(chǎn)生了巨大的影響,傳統(tǒng)的研究方法難以滿足企業(yè)需求。為了幫助企業(yè)更好利用該廣告模式,本文深入研究了網(wǎng)絡(luò)用戶影響力的組成要素,和廣告投放效果的作用過(guò)程,由此構(gòu)建用戶的廣告績(jī)效測(cè)量方法和廣告定價(jià)模型,為企業(yè)選擇合適的影響力用戶投放廣告提供理論基礎(chǔ)和決策方法首先,本文基于社會(huì)資本理論與AISAS模型,分析網(wǎng)絡(luò)影響力的形成過(guò)程,揭示了廣告效果的影響,闡明企業(yè)利用影響力網(wǎng)絡(luò)用戶投放廣告的運(yùn)作機(jī)制,并構(gòu)建廣告投入與產(chǎn)出指標(biāo)體系;其次,本文選用社交網(wǎng)絡(luò)廣告績(jī)效作為企業(yè)廣告代言人的遴選標(biāo)準(zhǔn),構(gòu)建針對(duì)社交網(wǎng)絡(luò)的廣告績(jī)效度量模型。通過(guò)對(duì)模型的求解與分析,形成了廣告代言人遴選策略;最后,本文以Stackelberg模型為基礎(chǔ),設(shè)計(jì)廣告代言人兩階段定價(jià)模型。該模型能為企業(yè)提供合理的廣告定價(jià),促進(jìn)網(wǎng)絡(luò)廣告行業(yè)的良性發(fā)展。上述方法經(jīng)過(guò)實(shí)證研究,具有合理性,有效性與可操作性,為企業(yè)網(wǎng)絡(luò)營(yíng)銷(xiāo)管理決策提供了理論依據(jù)和方法支撐。本文創(chuàng)新點(diǎn)是首次運(yùn)用廣告績(jī)效作為評(píng)價(jià)標(biāo)準(zhǔn),為企業(yè)選擇合適網(wǎng)絡(luò)用戶;構(gòu)建了偏好動(dòng)態(tài)交叉效率DEA模型測(cè)量了社交網(wǎng)絡(luò)用戶的廣告績(jī)效;利用博弈論的方法,設(shè)計(jì)了社交網(wǎng)絡(luò)廣告兩階段定價(jià)模型。
[Abstract]:On social networking platforms, Choosing the right influential users as the advertising spokesman of the enterprise and formulating the corresponding advertising pricing strategy have become a hot research issue in the field of marketing management. Because of the influence of social networks on users' network and advertising investment, it has become a hot issue in the field of marketing management. The effect has had a huge impact. Traditional research methods are difficult to meet the needs of enterprises. In order to help enterprises make better use of the advertising model, this paper deeply studies the constituent elements of network users' influence and the process of the effect of advertising. This paper constructs the advertising performance measurement method and the advertising pricing model of the user, and provides the theoretical basis and decision-making method for the enterprise to choose the appropriate influential user advertising. Firstly, this paper is based on the social capital theory and AISAS model. This paper analyzes the forming process of network influence, reveals the influence of advertisement effect, clarifies the operation mechanism of enterprise using influence network user to place advertisement, and constructs the index system of advertising input and output. Secondly, This paper selects the social network advertising performance as the selection standard of the corporate advertising spokesman, constructs the advertising performance measurement model for the social network. Through solving and analyzing the model, it forms the advertising spokesman selection strategy; finally, Based on the Stackelberg model, this paper designs a two-stage pricing model for advertising spokesmen, which can provide reasonable advertising pricing for enterprises and promote the benign development of the network advertising industry. Effectiveness and maneuverability provide theoretical basis and method support for enterprise network marketing management decision. The innovation of this paper is to use advertising performance as the evaluation standard for the first time to select suitable network users for enterprises; The DEA model of preference dynamic crossover efficiency is constructed to measure the advertising performance of social network users, and the two-stage pricing model of social network advertising is designed by using game theory.
【學(xué)位授予單位】：合肥工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F713.8

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