关联用户影响力属性的网络广告投放决策方法

发布时间：2018-01-31 11:26

本文关键词： 影响力用户社会资本网络广告投放多属性决策广告绩效目标　出处：《合肥工业大学》2016年硕士论文　论文类型：学位论文

【摘要】：利用社会性网络平台,借助结点用户的网络影响力为企业投放社会化广告使其绩效最大化,是营销决策领域中的热点问题。由于社交网络结点用户在知识背景、领域威权和社交关系等上存在差异,使其获得的网络社会关系资源和能力也有差异,这种差异体现为结点用户网络影响力在作用范围和作用效果上的差别。不同的结点用户网络影响力存在差异,且与其个人的和社会的多种属性因素有关,结点用户的影响力差异致使其投放广告后存在绩效差别。在众多的有影响力网络用户中遴选目标用户,则需要研究影响力属性与投放广告绩效目标间的适配关联关系,其实是一个多属性决策优化管理问题。本文从社会资本视角,研究社交网结点用户的社会资本体现——网络影响力及其成长过程,发现结点用户的网络影响力在其领域威权、文本质量和交互程度等属性上与其投放的社会化广告绩效目标属性之间存在关联关系,并运用联合分布概率和信息转移距离方法,构建了“影响力用户-广告绩效目标”属性间的关联矩阵和多属性决策模型,通过对模型求解计算和结果利用,形成面向企业遴选结点用户投放网络广告的多属性关联决策及其优化方法,为企业的社会化营销决策提供理论和方法支持,可帮助企业经营管理实现高效率和高效益,研究具有一定的理论意义和实用价值。
[Abstract]:It is a hot issue in the field of marketing decision-making to use the social network platform and the network influence of node users to place social advertisements for enterprises to maximize their performance. Because of the social network node users in the knowledge background. There are differences in domain authoritarianism and social relations, which make them obtain different resources and abilities of network social relations. This difference is reflected in the influence of node user network in the scope of action and the effect of the difference. Different node user network influence is different and related to their personal and social attributes. The difference of the influence of the node users leads to the difference of their performance after advertising. The target users are selected among the many influential network users. We need to study the relationship between impact attributes and advertising performance goals, which is actually a multi-attribute decision-making optimization management problem. This paper from the perspective of social capital. This paper studies the social capital of social network users-network influence and its growing process, and finds that the network influence of node users is authoritative in their domain. There is a correlation between the attributes of text quality and interaction and the target attributes of social advertising performance, and the method of joint distribution probability and information transfer distance is used. The relation matrix and multi-attribute decision-making model between the attributes of "influential user and advertising performance goal" are constructed. The model is solved and calculated and the results are utilized. To form multi-attribute association decision and its optimization method for enterprise selection node user to place network advertisement, and to provide theory and method support for enterprise's socialized marketing decision. It can help enterprises to achieve high efficiency and high benefit. The research has certain theoretical significance and practical value.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.8

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