基于社交网络的精准广告投放策略研究

发布时间：2018-04-18 00:14

本文选题：社交网络 + 广告投放　；参考：《华中师范大学》2015年硕士论文

【摘要】：近年来,互联网的出现以及信息技术的快速发展,为广告投放注入了新的活力。网络已经成为众多企业实施营销推广、进行品牌宣传的新阵地。相比传统纸媒、广播、电视、户外广告等,网络广告具有不可比拟的优势：双向传播,交互性强；广告受众多,传播范围广,实时性好；形式多样,新颖灵活,针对性强；效果评估便捷准确。社交网络作为目前互联网发展最快的领域,具有真实性、传播扩散性、品牌维护效应等特点,也为精准广告投放提供了良好的平台。通过社交网络广告主可以准确定位目标受众,了解用户群体的兴趣偏好,从而实现精准的广告营销。然而现有的网络广告投放模式尚未发展成熟,基于社交网络广告投放的研究更少,仍处于起步阶段,多为现状描述与建议性措施,因此基于社交网络的精准广告投放策略与模式的探索具有重要的意义。本文在梳理网络广告投放研究发展进程的基础上,总结了现有网络广告投放的方式与技术：广播方式、赞助搜索广告方式和定向广告方式,指出了各自的优势与不足。分析了社交网络广告投放的研究现状,网络结构分析和核心用户的研究成为了目前研究重点之一。但是该方法缺乏对内容的有效利用,忽略了用户兴趣偏好分析对广告投放精准性的作用。对此本文提出了基于社交网络的精准广告投放系统框架,充分考虑影响网络广告投放的三类因素：个体特征、网络特征和内容特征,将社会网络分析和潜在主题模型方法相结合,弥补了现有研究仅对网络结构或文本内容进行单一研究的缺陷,并对涉及到的社交网络用户隐私问题进行探讨,引发未来关于如何权衡用户隐私与精准营销研究的思考。
[Abstract]:In recent years, the rapid development of Internet and information technology, has injected new vitality into advertising. The network has become the implementation of marketing promotion of many enterprises, the new position for brand promotion. Compared with the traditional paper media, radio, television, outdoor advertising, Internet advertising has incomparable advantages: two-way communication, strong interaction the audience; more widespread in real-time; a variety of forms, novel and flexible, strong pertinence and effect evaluation; convenient and accurate. Social network is currently the fastest growing areas of the Internet, with authenticity, spread, brand maintenance effect and other characteristics, but also provides a good platform for accurate advertising. Through social networks, advertisers can accurately locate the target audience, to understand the preferences of the user groups, so as to achieve accurate advertising and marketing. However, the existing network advertising model has not yet been issued Show mature, less research based on social network advertising, is still in the initial stage, how to describe the current situation and suggestion of measures, so the exploration of advertising social network based on the mode of delivery strategy and has important significance. Based on the research and development process in the sort of network advertisement, summarizes the existing network advertising methods and techniques: broadcast, sponsored search advertising and targeted advertising methods, points out their advantages and disadvantages. Analyzed the present situation of research on social network advertising, network structure analysis and core users has become one of the focus of the current study. But this method is lack of effective use of content, ignoring the interests of users preference analysis of advertising on the precise role. This paper proposes a targeted advertising delivery system based on the framework of social network, give full consideration to the impact of network Three factors: individual characteristics of network advertising, network features and content features, combining social network analysis and latent topic model, to make up for the deficiency of the existing research merely on network structure or text content, and relates to the social network user privacy issues, thinking about the future how to balance user privacy and precision marketing research.

【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

【参考文献】