【摘要】：21世紀(jì)是科技高速發(fā)展的時(shí)代,信息化時(shí)代的到來(lái),使得各行各業(yè)的發(fā)展道路都不斷地在進(jìn)行著革新。對(duì)于傳統(tǒng)廣告業(yè)而言,這種影響尤為突出。傳統(tǒng)的廣告載體和廣告形式都已不再能滿足企業(yè)品牌的宣傳業(yè)務(wù),網(wǎng)絡(luò)營(yíng)銷憑借其天然的優(yōu)勢(shì)迅速在廣告營(yíng)銷中占領(lǐng)了戰(zhàn)略高地。而伴隨著新浪微博、騰訊微博等微博平臺(tái)的火爆發(fā)展,微博營(yíng)銷成為了網(wǎng)絡(luò)營(yíng)銷的最大競(jìng)逐場(chǎng)。 目前已經(jīng)出現(xiàn)了如微傳播、微推推、微博360等微博營(yíng)銷平臺(tái),總體來(lái)看,微博營(yíng)銷平臺(tái)都還處于初級(jí)建設(shè)和發(fā)展階段。要想讓企業(yè)用好這一手段,還存在著以下需要深入解決的一些問(wèn)題：一、營(yíng)銷價(jià)值鏈零碎,尚待進(jìn)一步整合和完善；二、營(yíng)銷內(nèi)容大多粗制濫造,微博營(yíng)銷的內(nèi)容在創(chuàng)意性、趣味性方面有待加強(qiáng)；三、精準(zhǔn)化分析不足,微博中純粹的關(guān)聯(lián)度不大的廣告信息,易引起用戶的反感,造成微博傳播員的損失；四、缺乏多維度和詳細(xì)的營(yíng)銷數(shù)據(jù)統(tǒng)計(jì)分析,缺乏有效把握營(yíng)銷狀況和發(fā)掘營(yíng)銷改善策略的研究基礎(chǔ)。 為解決和避免當(dāng)前微博營(yíng)銷中的問(wèn)題,本文提出了一種基于微博意見(jiàn)領(lǐng)袖的個(gè)性化廣告投放系統(tǒng)。在滿足微博廣告系統(tǒng)傳統(tǒng)業(yè)務(wù)流程的基礎(chǔ)上,充分考慮廣告內(nèi)容與傳播員的個(gè)性化過(guò)程控制,在保證訂單基本流程的同時(shí),提供傳播員中意見(jiàn)領(lǐng)袖自動(dòng)篩選、基于意見(jiàn)領(lǐng)袖日常主題與廣告任務(wù)主題的自動(dòng)文本匹配、個(gè)性化的廣告任務(wù)投放建議、投放效果統(tǒng)計(jì)分析等服務(wù),實(shí)現(xiàn)精準(zhǔn)化廣告,達(dá)到廣告主和意見(jiàn)領(lǐng)袖的雙贏。 本文旨在對(duì)上述系統(tǒng)進(jìn)行清晰詳盡的闡述。論文總體上分為六章,第一章對(duì)系統(tǒng)涉及領(lǐng)域概念如微博營(yíng)銷、意見(jiàn)領(lǐng)袖等背景知識(shí)做了簡(jiǎn)單說(shuō)明。第二章從系統(tǒng)定位、系統(tǒng)功能需求、系統(tǒng)目標(biāo)三方面對(duì)系統(tǒng)進(jìn)行了詳細(xì)的需求分析。第三章對(duì)系統(tǒng)的總體設(shè)計(jì)進(jìn)行說(shuō)明,包括系統(tǒng)總體結(jié)構(gòu)與模塊劃分。第四章對(duì)系統(tǒng)的實(shí)現(xiàn)技術(shù)和核心模塊的內(nèi)部設(shè)計(jì)與實(shí)現(xiàn)細(xì)節(jié)做了詳細(xì)介紹。第五章對(duì)系統(tǒng)的部署及測(cè)試情況予以說(shuō)明。第六章是系統(tǒng)總結(jié)展望,在總結(jié)當(dāng)前系統(tǒng)情況的基礎(chǔ)上,闡述了系統(tǒng)的改進(jìn)方向。
[Abstract]:The 21st century is the era of the rapid development of science and technology, the arrival of the information age, the development of various industries are constantly innovating. For the traditional advertising industry, this impact is particularly prominent. Traditional advertising carriers and advertising forms are no longer able to meet the advertising business of enterprise brands, network marketing, with its natural advantages, has quickly occupied the strategic high ground in advertising marketing. With the popular development of the platforms such as Sina Weibo, Tencent Weibo and so on, Weibo marketing has become the biggest competition field of network marketing. At present, such as micro-communication, micro-push, Weibo 360, and so on, Weibo marketing platform has emerged. In general, Weibo marketing platform is still in the primary stage of construction and development. If enterprises want to use this method well, there are still some problems that need to be solved in depth: first, the marketing value chain is fragmented and needs to be further integrated and improved; Second, the marketing content is mostly shoddy, Weibo's marketing content needs to be strengthened in creative and interesting aspects; Third, the accuracy analysis is insufficient, Weibo in the pure correlation degree is not big advertisement information, easy to cause the user's antipathy, causes the loss which the Weibo propagandists; Fourth, the lack of multi-dimensional and detailed statistical analysis of marketing data, lack of effective grasp of the marketing situation and explore the basis of marketing improvement strategies. In order to solve and avoid the current problems in Weibo's marketing, this paper puts forward a personalized advertising system based on Weibo opinion leader. On the basis of satisfying the traditional business process of Weibo's advertising system, fully considering the content of advertisement and the personalized process control of the communicator, while ensuring the basic flow of the order, providing the opinion leaders among the communicators to screen automatically, Based on the automatic text matching between the daily theme of opinion leader and the theme of advertising task, the individualized ad task placement suggestion, the statistical analysis of the effect of the advertisement, the precision advertising is realized, and the win-win situation between the advertiser and the opinion leader is achieved. The purpose of this paper is to give a clear and detailed account of the above system. The thesis is divided into six chapters. The first chapter gives a brief explanation of the concepts of system involving domain, such as Weibo marketing, opinion leader and so on. The second chapter analyzes the system requirements from three aspects: system positioning, system functional requirements and system objectives. The third chapter describes the overall design of the system, including the overall structure of the system and module division. In the fourth chapter, the implementation technology of the system and the internal design and implementation of the core module are introduced in detail. The fifth chapter describes the deployment and testing of the system. The sixth chapter is the system summary prospect, on the basis of summarizing the current system situation, elaborated the system improvement direction.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：TP311.52

【參考文獻(xiàn)】

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本文編號(hào)：2306970