多屏时代中的APP广告价值评估模型研究

发布时间：2018-06-16 22:34

本文选题：多屏传播 + APP广告　；参考：《重庆大学》2016年硕士论文

【摘要】：电脑、平板、手机、电视、户外LED等屏幕的无缝传播庄严地宣告了多屏时代的到来。同时,随着移动上网设备的逐渐普及、网络环境的日趋完善、移动互联网应用场景的日益丰富,智能手机日益成为人们上网的主要方式,手机APP的全天候传播填充了人们的碎片时间,越来越多的品牌广告主已经嗅到APP蕴含的商机而开始将目光转向APP广告,期望利用APP广告作为突破口进行品牌的全天候宣传覆盖。然而,多屏时代,在电视屏、电脑屏、户外屏等各种屏幕的冲击下,APP广告传播价值的评估仍是一个未解之谜,对于广告主而言,更是应该将APP广告置于多屏情景下去考察其传播价值,而不是单独考察APP广告效果。因此,在一场看似技术革命的背后,带来的还有一些更深的思考:相对于单屏,多屏环境下受众的广告接触行为与习惯具有什么样的特点?在此情境下,APP广告价值受哪些因素的影响?各个影响因素所占权重如何?怎样建立一个科学的APP广告价值评价模型?这些问题仍然没有得到有效地解决。基于此,本文讨论多屏时代中的APP广告价值评估模型,首先,本文根据文献分析和专家意见,在全面性、客观性和显著性原则的指导下,得出影响APP广告价值的6个一级指标和24个二级指标;其次,通过问卷调查得出各个一级指标和二级指标的相对重要性,并运用层次分析法,将数量众多且复杂的各级影响指标进行系统化和量化分析,将不同指标的重要程度按照9分制做量化处理以得出各个影响指标的权重;最后,通过为每个影响因素建立打分机制并提出线性加权函数计算各个指标总得分,构建出最终的APP广告价值评估模型。
[Abstract]:The seamless spread of screens such as computers, tablets, mobile phones, televisions and outdoor LEDs solemnly heralds the arrival of a multi-screen era. At the same time, with the increasing popularity of mobile Internet devices, the increasingly perfect network environment, mobile Internet applications increasingly rich, smart phones increasingly become the main way for people to surf the Internet. The all-weather spread of mobile phone app fills people's time. More and more brand advertisers have sniffed the business opportunities of app and began to turn their eyes to app advertising, hoping to use app advertising as a breakthrough to cover the brand all the time. However, in the multi-screen era, under the impact of television screen, computer screen, outdoor screen and other screens, the evaluation of the value of app advertising is still a mystery, for advertisers, App advertising should be placed in multi-screen situations to examine its dissemination value, not to examine the effects of app advertising alone. Therefore, behind what seems to be a technological revolution, there are some deeper thoughts: what are the characteristics of the audience's advertising contact behavior and habits in a single-screen, multi-screen environment? In this context, what are the factors affecting the advertising value of app? What is the weight of each factor? How to establish a scientific app advertising value evaluation model? These problems have still not been solved effectively. Based on this, this paper discusses the evaluation model of app advertising value in the multi-screen era. Firstly, according to the literature analysis and expert opinion, the paper is guided by the principles of comprehensiveness, objectivity and salience. Six primary indexes and 24 second-level indexes affecting app advertising value are obtained. Secondly, the relative importance of each first-level index and second-level index is obtained by questionnaire, and the analytic hierarchy process (AHP) is used. Systematic and quantitative analysis of numerous and complex impact indicators at all levels, quantification of the importance of different indicators according to 9 points to obtain the weight of each impact indicator; By establishing a scoring mechanism for each influencing factor and proposing a linear weighting function to calculate the total score of each index, the final app advertising value evaluation model is constructed.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.8

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