本文選題：移動(dòng)廣告 + 情境感知��； 參考：《大連海事大學(xué)》2012年碩士論文

【摘要】：通過(guò)提供與消費(fèi)者相關(guān)的廣告內(nèi)容來(lái)促進(jìn)產(chǎn)品銷售是廣告主理想的廣告投放方式之一。為達(dá)到這個(gè)目標(biāo),廣告主需要了解消費(fèi)者的購(gòu)買偏好和當(dāng)前的購(gòu)買情境,來(lái)設(shè)計(jì)或制定可以符合目標(biāo)群體的廣告。智能移動(dòng)設(shè)備的發(fā)展為廣告?zhèn)鞑ヌ峁┝艘环N新的渠道,同時(shí)也提供了收集和了解消費(fèi)者購(gòu)買偏好和消費(fèi)行為的新手段。在這個(gè)背景下,通過(guò)移動(dòng)設(shè)備獲取消費(fèi)者購(gòu)買偏好及消費(fèi)行為,并根據(jù)不同的情境來(lái)投放適當(dāng)?shù)膹V告,恰恰也符合情境感知服務(wù)所要達(dá)到的目標(biāo),即能利用用戶的情境信息給用戶提供適合于當(dāng)時(shí)人物、時(shí)間、位置、活動(dòng)的信息或服務(wù)。 為了使移動(dòng)廣告能達(dá)到情境感知服務(wù)所要達(dá)到的效果,并能構(gòu)建合理的移動(dòng)廣告系統(tǒng),本文首先利用資料調(diào)研及用戶研究方法了解日常生活中的消費(fèi)者對(duì)移動(dòng)廣告的態(tài)度及移動(dòng)廣告的特點(diǎn),總結(jié)了移動(dòng)廣告既能讓用戶接受又要達(dá)到傳播效果需要滿足的四個(gè)條件：1)內(nèi)容一定要與消費(fèi)者相關(guān)；2)可以更好地融入購(gòu)物過(guò)程；3)可以為消費(fèi)者帶來(lái)即得利益；4)一定是安全的、保護(hù)消費(fèi)者隱私的。其次,本文以超市購(gòu)物環(huán)境為例,提出了六種超市購(gòu)物環(huán)境下的移動(dòng)廣告情境：設(shè)備情境、位置情境、時(shí)間情境、商品情境、消費(fèi)者情境和商家情境,在特定的應(yīng)用場(chǎng)景中描述了這六種情境的交互關(guān)系。在此基礎(chǔ)上,構(gòu)建了情境感知移動(dòng)廣告系統(tǒng)的架構(gòu)及功能。最后,為增強(qiáng)移動(dòng)廣告交互性,設(shè)計(jì)了情境感知移動(dòng)廣告的優(yōu)惠交互概念和原型界面,并對(duì)概念和原型設(shè)計(jì)進(jìn)行了基于用戶的確認(rèn)及驗(yàn)證。 本文利用情境感知服務(wù)概念為主要指導(dǎo)原則,將用戶為中心的理念應(yīng)用到整個(gè)研究過(guò)程中,利用用戶研究方法,對(duì)移動(dòng)廣告特點(diǎn)進(jìn)行了解,提出了移動(dòng)廣告的設(shè)計(jì)原則,建立了情境感知的移動(dòng)廣告系統(tǒng)體系架構(gòu),并設(shè)計(jì)和驗(yàn)證了基于優(yōu)惠的移動(dòng)廣告的交互功能。
[Abstract]:It is an ideal advertising way for advertisers to promote product sales by providing consumer-related advertising content. In order to achieve this goal, advertisers need to understand consumers' purchase preferences and the current purchasing situation to design or design advertisements that can meet the target groups. The development of smart mobile devices not only provides a new channel for advertising dissemination, but also provides a new way to collect and understand consumers' purchase preference and behavior. In this context, obtaining consumers' purchase preference and behavior through mobile devices, and placing appropriate advertisements according to different situations, are also in line with the objectives of context-aware services. That is, the user can use the situation information to provide the user with information or services suitable for the person, time, location, and activities of the time. In order to make mobile advertising achieve the effect of situational awareness service, and build a reasonable mobile advertising system, In this paper, we first use data research and user research methods to understand the consumer's attitude towards mobile advertising and the characteristics of mobile advertising. This paper summarizes that mobile advertising can not only make users accept but also achieve the four conditions that need to be satisfied to achieve the effect of communication: (1) the content must be relevant to consumers. (2) it can better integrate into the shopping process. (3) it can bring immediate benefits to consumers! 4) it must be safe. Protecting consumer privacy. Secondly, taking supermarket shopping environment as an example, this paper puts forward six situations of mobile advertising in supermarket shopping environment: equipment situation, location situation, time situation, commodity situation, consumer situation and merchant situation. The interaction of these six situations is described in a specific application scenario. On this basis, the structure and function of context-aware mobile advertising system are constructed. Finally, in order to enhance the interaction of mobile advertising, the concept of preferential interaction and prototype interface of context-aware mobile advertising are designed, and the concept and prototype design are confirmed and verified based on users. In this paper, the concept of context-aware service is used as the main guiding principle, the user-centered concept is applied to the whole research process, and the characteristics of mobile advertising are understood by the method of user research, and the design principles of mobile advertising are put forward. The architecture of context-aware mobile advertising system is established, and the interactive function of preferential mobile advertising is designed and verified.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：TN929.5;TP393.09

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本文編號(hào)：1932004