本文選題：互聯(lián)網(wǎng)廣告 + 用戶行為定向　； 參考：《湖南大學(xué)》2016年碩士論文

【摘要】：隨著科技的進(jìn)步和人們生活水平的提高,互聯(lián)網(wǎng)用戶大量增加。據(jù)報(bào)告,中國網(wǎng)民數(shù)量將突破8億。如此大的用戶規(guī)模,使各類企業(yè)趨向于借助于網(wǎng)絡(luò)廣告推廣自己的產(chǎn)品和服務(wù)。目前網(wǎng)絡(luò)廣告存在著無目標(biāo)、爆炸式投放的缺點(diǎn),無法滿足企業(yè)的推廣預(yù)期,關(guān)于廣告精準(zhǔn)投放的研究正在深入進(jìn)行。目前網(wǎng)絡(luò)廣告精準(zhǔn)化投放主要有三種方式,基于物理位置的分類廣告、基于用戶行為網(wǎng)頁內(nèi)容的定向廣告、基于手機(jī)終端的短信廣告等。其中定向廣告的覆蓋面廣、精準(zhǔn)度高,被各大互聯(lián)網(wǎng)公司和精準(zhǔn)化廣告服務(wù)商所重視。本文主要研究基于用戶行為定向的精準(zhǔn)化廣告投放,并且進(jìn)行了設(shè)計(jì)和實(shí)現(xiàn)。論文首先介紹一些背景知識和精準(zhǔn)化投放技術(shù)的現(xiàn)狀,之后介紹系統(tǒng)實(shí)現(xiàn)中的相關(guān)術(shù)語、技術(shù)、以及所使用的分類算法,然后將用戶的行為分為短期行為和長期行為,通過網(wǎng)絡(luò)廣告追蹤窗口對用戶瀏覽的網(wǎng)頁進(jìn)行追蹤。根據(jù)用戶上網(wǎng)行為的分別對用戶長期行為和短期行為進(jìn)行特征分析,并據(jù)此進(jìn)行廣告投放。再重點(diǎn)介紹系統(tǒng)設(shè)計(jì)實(shí)現(xiàn)的過程,包括數(shù)據(jù)庫設(shè)計(jì)以及各個(gè)功能模塊的詳細(xì)設(shè)計(jì)等。論文最后給出了全文的總結(jié),提出系統(tǒng)中存在的不足情況以及下一步的工作重點(diǎn),總結(jié)了本人在碩士研究生期間的工作和成果。本系統(tǒng)目前已經(jīng)在湖南某視頻網(wǎng)站投入使用,根據(jù)運(yùn)行數(shù)據(jù)顯示,本系統(tǒng)廣告投放精準(zhǔn)度有一定的提高,并有效地提高了廣告的投放成功率與ECPM,為企業(yè)帶來了良好的口碑與很高的經(jīng)濟(jì)效益。
[Abstract]:With the progress of science and technology and the improvement of people's living standard, Internet users have increased greatly. According to reports, the number of Internet users in China will exceed 800 million. With such a large scale of users, all kinds of enterprises tend to promote their products and services by means of network advertisement. At present, network advertising has the shortcomings of aimless and explosive delivery, which can not meet the expectations of enterprises. The research on precise advertising is being carried out deeply. At present, there are three main ways of accurate delivery of online advertising, such as classified ads based on physical location, targeted advertisements based on user behavior web content, SMS ads based on mobile terminals, etc. One of the wide coverage of targeted advertising, high accuracy, by the major Internet companies and precision advertising services. This paper mainly studies the precision advertising based on user behavior orientation, and designs and implements it. This paper first introduces some background knowledge and the current situation of precision delivery technology, then introduces the relevant terminology, technology and classification algorithms used in the system implementation, and then classifies the user's behavior into short-term behavior and long-term behavior. The web page that the user browses is tracked through the web advertisement tracking window. According to the characteristics of users' long term behavior and short term behavior, the characteristics of users' long term behavior and short term behavior are analyzed, and the advertising is carried out accordingly. Then it introduces the process of system design and implementation, including database design and the detailed design of each functional module. At the end of the paper, the paper gives a summary of the full text, puts forward the deficiency of the system and the next step of the work, summarizes my work and achievements in the period of master's degree. The system has already been put into use in a video website in Hunan Province. According to the running data, the accuracy of the advertising system has been improved to a certain extent. And effectively improve the success rate of advertising and ECPM, and bring good reputation and high economic benefits for enterprises.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：TP311.52

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本文編號：2067814