电子商务企业网络广告投放决策研究

发布时间：2018-06-11 19:54

本文选题：网络广告 + 广告形式选择　；参考：《辽宁科技大学》2013年硕士论文

【摘要】：伴随着电子商务的产生和发展，网络广告应运而生。网络广告作为网络营销的一种有力的促销手段，日益展现出特有的魅力与广阔的前景。优化决策网络广告投放成为企业所关心的首要问题之一。网络广告的投放需要考虑很多因素，属于多目标优化问题，一般很难精确地求出其最优解。因此，对网络广告投放决策问题的研究具有重要的理论意义和现实意义。按照企业的营销目标，依据好的广告创意完成了网络广告的设计与制作后，接下来的工作就是网络广告的推广。正确选择网络广告发布形式和投放网站，对于提高网络广告效益、降低网络广告成本具有非常重要的作用。本文针对电子商务企业必须面对的网络广告投放决策问题，分别研究了基于层次分析法的网络广告发布形式选择问题和基于粒子群算法的网络广告投放网站选择决策问题。研究的内容主要包括以下几个方面： 1．对电子商务企业网络广告投放决策问题产生的背景与国内外研究情况进行综述，并指出目前此问题在研究上存在的不足之处； 2.考虑到不同网络广告发布形式具有不同的特点，直接影响网络广告的传播效果和经济成本，研究了广告发布形式的选择问题。在深入分析网络广告不同发布形式特点的基础上，给出了网络广告形式的综合评价体系。根据广告的传播效果和成本等准则的基本要求以及评价因素的特点，建立了基于层次分析法的多目标决策模型。给出了实现算法和仿真结果，表明了模型和算法的合理性，为电子商务企业网络广告发布形式的选择提供了参考。 3．从企业的需求出发，，研究了网络广告发布的网站选择问题。现实中对网络广告效果的评估主要是基于广告商网站提供的数据，而这些数据的准确性、公正性一直受到某些广告主和代理商的质疑。针对这个问题，本文提出在广告主网站研究各广告网站的引进流量、成交数量及其广告费用等数据并作为评估依据。分析了能够提供网络广告投放的各类网站的特点和常用的网络广告评估方法，并以传播效能评估法为评估标准，建立了网络广告投放的网站最优选择多目标决策问题模型。使用粒子群智能搜索算法求解并进行了仿真分析，以期对电子商务企业网络广告投放决策的制定提供参考和帮助。
[Abstract]:With the emergence and development of electronic commerce, network advertising came into being. As a powerful means of promoting online marketing, network advertising is increasingly showing its unique charm and broad prospects. Optimization of decision-making network advertising has become one of the most important issues concerned by enterprises. There are many factors to be considered in the network advertisement, which is a multi-objective optimization problem, so it is difficult to find out the optimal solution accurately. Therefore, it is of great theoretical and practical significance to study the decision-making of online advertising. According to the marketing objectives of enterprises, the design and production of online advertisements are completed according to the good advertising ideas. The next job is the promotion of online advertising. It is very important to choose the form of network advertisement release and put into website correctly to improve the efficiency of network advertisement and to reduce the cost of network advertisement. In this paper, aiming at the problem that E-commerce enterprises have to face, we study the selection of web advertisement release form based on AHP and the decision problem of web advertising website selection based on particle swarm optimization (PSO), respectively, which is based on analytic hierarchy process (AHP) and particle swarm optimization algorithm (PSO). The contents of the study mainly include the following aspects: 1. This paper summarizes the background and research situation of E-commerce enterprises' network advertising decision making problem, and points out the shortcomings of the current research. 2. Considering that different forms of online advertising have different characteristics, which directly affect the communication effect and economic cost of online advertising, this paper studies the choice of advertising publication forms. On the basis of deeply analyzing the characteristics of different publishing forms of network advertisement, the comprehensive evaluation system of network advertisement form is given. According to the basic requirements of advertising communication effect and cost and the characteristics of evaluation factors, a multi-objective decision-making model based on AHP is established. The realization algorithm and simulation results are given, which show the rationality of the model and algorithm. Starting from the needs of enterprises, this paper studies the selection of web sites for web advertisement publishing. In reality, the evaluation of the effect of online advertising is mainly based on the data provided by advertisers' websites, and the accuracy and impartiality of these data has always been questioned by some advertisers and agents. In order to solve this problem, this paper puts forward to study the data of the import flow, transaction volume and advertising cost of each advertising website in the advertisers' website and so on, and it can be used as the basis for evaluation. This paper analyzes the characteristics of all kinds of web sites that can provide online advertising and the commonly used methods of network advertisement evaluation, and establishes a multi-objective decision model for the optimal selection of web sites by using the method of communication effectiveness evaluation as the evaluation standard. Particle swarm optimization (PSO) algorithm is used to solve the problem and simulate it, in order to provide reference and help for the decision making of E-commerce enterprises' network advertisement.
【学位授予单位】：辽宁科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP301.6;F713.8

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