社交网络中基于用户信息与行为的精准传播研究
发布时间：2018-09-01 15:15
【摘要】：媒介作为人类文明发展历程中信息传播的载体,经历了不断更新与丰富的过程。新的媒介形式的出现,常常会带来传播方式的巨大变革,推动着社会发展的进程。传统的传播方式已经难以满足今天人们对于信息传播的要求。顺应时代的需求,最先将推广内容向用户进行精准投放的网络营销商尝到了甜头,通过不断的发展,逐渐形成了以微博、QQ、微信等社交网络为平台,以粉丝通、粉丝头条、广点通、朋友圈推广等产品为代表的信息精准投放解决方案。这类基于社交网络中用户信息与用户行为的精准传播方式,增加了信息的有效到达,实现了分众传播,降低了信息传播的成本。网络用户的信息及网络行为因此受到极大关注。运营商意识到通过建立用户信息数据库,进行科学分析,合理利用,有利于信息的个性化推送,是精准传播实现的基本条件。本文通过收集最新调查数据与研究成果,参考优质的互联网资讯与案例,以文献分析、数据调查、案例分析的方式,从社交网络中用户信息与用户行为两个方面来对用户数据进行分类归纳,通过数据挖掘与处理,找出其中隐含的价值与关联性。以行业内常见的几款信息精准投放产品为研究对象进行比较分析,总结其中的传播规律与优势缺点,探讨支撑精准传播的条件以及对用户隐私造成的影响。对信息传播的精准化趋势进行预测,评估在广告推广之外的信息传播活动中进行精准传播的可能性。研究中涉及到传播学、市场营销学、广告学、社会学等相关内容。
[Abstract]:As the carrier of information dissemination in the course of human civilization development, media has undergone a process of continuous renewal and enrichment. The emergence of new forms of media often brings great changes in the way of communication and promotes the process of social development. Traditional means of communication have been difficult to meet today's requirements for information dissemination. Conforming to the needs of the times, the online marketers who first accurately put the promotional content to users have tasted the sweetness. Through continuous development, they have gradually formed social networks such as Weibo QQQ, WeChat and other social networks as the platform, with fans linking up and fans making headlines. Tencent Ad solutions, friends circle promotion and other products for the representative of accurate information delivery solutions. This kind of accurate communication method based on user information and user behavior in social network increases the effective arrival of information realizes the spread of focus and reduces the cost of information dissemination. Therefore, the information and behavior of network users are paid great attention to. Operators realize that the establishment of user information database, scientific analysis, rational use, is conducive to the personalized push of information, is the basic conditions for the realization of accurate communication. By collecting the latest survey data and research results, referring to high-quality Internet information and cases, this paper uses the methods of literature analysis, data survey and case analysis. This paper classifies and induces user data from two aspects of user information and user behavior in social network, and finds out the implied value and relevance through data mining and processing. This paper makes a comparative analysis of several information precision delivery products in the industry, summarizes the communication rules and advantages and disadvantages, and discusses the conditions of supporting accurate communication and the impact on user privacy. Forecast the trend of information dissemination and evaluate the possibility of accurate communication in information communication activities other than advertising. The research involves communication, marketing, advertising, sociology and so on.
【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】：G206
本文编号：2217579
[Abstract]:As the carrier of information dissemination in the course of human civilization development, media has undergone a process of continuous renewal and enrichment. The emergence of new forms of media often brings great changes in the way of communication and promotes the process of social development. Traditional means of communication have been difficult to meet today's requirements for information dissemination. Conforming to the needs of the times, the online marketers who first accurately put the promotional content to users have tasted the sweetness. Through continuous development, they have gradually formed social networks such as Weibo QQQ, WeChat and other social networks as the platform, with fans linking up and fans making headlines. Tencent Ad solutions, friends circle promotion and other products for the representative of accurate information delivery solutions. This kind of accurate communication method based on user information and user behavior in social network increases the effective arrival of information realizes the spread of focus and reduces the cost of information dissemination. Therefore, the information and behavior of network users are paid great attention to. Operators realize that the establishment of user information database, scientific analysis, rational use, is conducive to the personalized push of information, is the basic conditions for the realization of accurate communication. By collecting the latest survey data and research results, referring to high-quality Internet information and cases, this paper uses the methods of literature analysis, data survey and case analysis. This paper classifies and induces user data from two aspects of user information and user behavior in social network, and finds out the implied value and relevance through data mining and processing. This paper makes a comparative analysis of several information precision delivery products in the industry, summarizes the communication rules and advantages and disadvantages, and discusses the conditions of supporting accurate communication and the impact on user privacy. Forecast the trend of information dissemination and evaluate the possibility of accurate communication in information communication activities other than advertising. The research involves communication, marketing, advertising, sociology and so on.
【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】：G206
【参考文献】
相关博士学位论文 前1条
1 肖春静;在线社会网络中用户行为分析与预测[D];电子科技大学;2013年
，本文编号：2217579
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