本文選題：動(dòng)態(tài)聚類 + 廣告投放　； 參考：《復(fù)旦大學(xué)》2013年碩士論文

【摘要】：廣告行業(yè)的興衰一直被認(rèn)為是經(jīng)濟(jì)動(dòng)向的風(fēng)向標(biāo),正如同穩(wěn)步快速提升的中國(guó)經(jīng)濟(jì)一樣,中國(guó)廣告市場(chǎng)近年來的發(fā)展已經(jīng)成為了全球廣告業(yè)關(guān)注的熱點(diǎn),它為整體陷入低迷的世界廣告市場(chǎng)注入了新的活力。 而隨著時(shí)間的前行,廣告的投放方式和技術(shù)的復(fù)雜性也大大提高,傳統(tǒng)“廣而告之”的傳播理念以及“遍地開花”的投放方式逐步受到挑戰(zhàn),如何分析廣告的市場(chǎng)和受眾,有針對(duì)性地投放廣告,從而降低成本、提高投放效率,已成為現(xiàn)代廣告投放的研究方向。 本文通過動(dòng)態(tài)聚類分析這一新穎的技術(shù)模型,綜合分析了決定廣告投放方式和定位的受眾群體行為特征,給國(guó)內(nèi)處于廣告投放決策期的客戶及媒體代理商們以有力的理論支持。 論文首先對(duì)廣告受眾群體的聚類特征及其變化進(jìn)行了分析,得出了基于動(dòng)態(tài)聚類分析的廣告投放技術(shù)研究的必要性；接著對(duì)基于動(dòng)態(tài)聚類分析的廣告投放技術(shù)模型進(jìn)行了詳細(xì)設(shè)計(jì),總結(jié)了需要研究的重點(diǎn)技術(shù)；隨后對(duì)基于動(dòng)態(tài)聚類分析的廣告投放技術(shù)做了較深入的研究,解決了需要研究的重點(diǎn)技術(shù)；之后實(shí)現(xiàn)了基于動(dòng)態(tài)聚類分析的廣告投放技術(shù),并且做了實(shí)際的應(yīng)用,結(jié)果表明,相對(duì)于傳統(tǒng)的廣告投放技術(shù),本文研究的基于動(dòng)態(tài)聚類分析的廣告投放技術(shù)在提高廣告投放效率方面表現(xiàn)的更出色,大大提高了投放的效果,而且節(jié)省了廣告投放的費(fèi)用。最后,論文在上述理論分析與實(shí)現(xiàn)依據(jù)的基礎(chǔ)上,對(duì)我國(guó)廣告投放的發(fā)展進(jìn)行展望,并提出相關(guān)對(duì)策和建議。
[Abstract]:The rise and fall of the advertising industry has been regarded as the vane of the economic trend. Just like the steady and fast rising Chinese economy, the development of the Chinese advertising market in recent years has become a hot spot of attention in the global advertising industry, which has injected new vitality into the global advertising market that has fallen into the downturn as a whole.
As the time goes ahead, the way of advertising and the complexity of the technology have been greatly improved. The traditional "advertiser" communication concept and the way of "blooming everywhere" are gradually challenged. How to analyze the market and the audience of the advertisement, and put the advertisement in a targeted way, thus reduce the cost and increase the efficiency of the launch, has become modern. The research direction of advertising.
In this paper, through dynamic clustering analysis, this new technical model is used to analyze the behavior characteristics of the audience group which decide the way of advertising and the positioning of the audience, and give strong theoretical support to the customers and media agents in the decision period of the advertising.
Firstly, the paper analyzes the clustering characteristics and changes of the audience group, and draws the necessity of the research on the advertising technology based on dynamic clustering analysis. Then, it designs the advertising technology model based on the dynamic clustering analysis and summarizes the key technology that needs research. Then, the dynamic clustering is based on dynamic clustering. The analysis of advertising technology has done a more in-depth study to solve the key technology that needs to be studied. After that, the advertising technology based on dynamic clustering analysis is realized and the practical application is made. The result shows that the advertising technology based on dynamic clustering analysis is improved relative to the traditional advertising technology. The efficiency of advertising is better, which greatly improves the effect of the launch, and saves the cost of advertising. Finally, on the basis of the theoretical analysis and implementation, the paper looks forward to the development of advertising in China, and puts forward relevant countermeasures and suggestions.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F713.8

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