基于GIS平台的数字标牌广告推荐研究

发布时间：2018-05-24 02:28

本文选题：数字标牌推荐 + 数字标牌选址　；参考：《北京工商大学》2016年硕士论文

【摘要】：数字标牌这种新兴的广告媒介越来越大量的出现在人们日常生活中。它的广告效果也是其他广告媒介所无法取代的。然而由于目前数字标牌的选址与数字标牌广告的投放方式依然是传统的线下人工决策,凭借经验选择。这种方法具有依据不足并且效率低下等缺点,严重制约着数字标牌广告业的发展。针对于此,本文结合定向广告投放概念与位置推荐和设施选址技术对数字标牌广告的推荐及选址进行了研究,研究的成果在学术及生产上有一定的参考价值。本文所做工作具体如下:1.将数字标牌广告媒介与其他广告媒介的发展现状进行了对比分析,阐述了数字标牌广告的发展与意义,分析了数字标牌实现定向广告投放面临的问题。对定向广告的研究现状、位置推荐研究现状及选址算法研究现状进行了综述。2.对数字标牌推荐问题涉及的关键技术进行了详细阐述。对数字标牌推荐涉及主体、数字标牌推荐的关键问题及关键问题的特性进行了分析研究。对兴趣点推荐算法、设施选址算法与空间位置技术进行了研究,提出了数字标牌推荐问题的研究框架。3.提出了基于位置广告数据的兴趣点推荐模型。改进了适合数字标牌兴趣点推荐问题的地理建模内嵌的矩阵分解兴趣点推荐模型(GeoMF模型),为模型增添了社会经济数据的推荐依据,增加了数字标牌推荐的可信度。并通过实验分析了模型的效果。4.提出了基于位置经济特征数据的设施选址模型。改进了适合数字标牌选址问题的最大可获得性覆盖选址模型(MALP模型),提出了地块(需求点)的热度问题,并为地块的热度变化进行了定义,更符合数字标牌选址的实际情况。并通过实验分析了模型的效果。5.结合GIS(Geographic Information System)技术搭建了数字标牌广告推荐结果的展示平台。完成对了数据存储的设计,并对web服务的发布与调用进行了详述。最后对平台的推荐选址结果进行了展示。
[Abstract]:Digital signs, as a new advertising medium, are more and more popular in people's daily life. Its advertising effect is also irreplaceable by other advertising media. However, at present, the location of digital signs and the way of placing digital signage advertisements are still the traditional offline artificial decision, depending on the experience. This method has shortcomings such as insufficient basis and low efficiency, which seriously restricts the development of digital signage advertising industry. In this paper, the concept of targeted advertising and location recommendation and facility location technology are combined to study the recommendation and location of digital sign advertising. The results of the research have certain reference value in academic and production. The work done in this paper is as follows: 1. This paper makes a comparative analysis of the development of digital signage advertising media and other advertising media, expounds the development and significance of digital signage advertising, and analyzes on the problems faced by digital signboards in the implementation of targeted advertising. The research status of targeted advertising, location recommendation and location algorithm are summarized. 2. 2. The key technologies involved in the recommendation of digital signs are described in detail. This paper analyzes and studies the main body, the key problems and the characteristics of the digital sign recommendation. This paper studies the point of interest recommendation algorithm, facility location algorithm and spatial location technology, and puts forward the research framework of digital sign recommendation problem. An interest point recommendation model based on location advertising data is proposed. In this paper, an embedded matrix factorization interest point recommendation model is improved, which is suitable for the recommendation problem of digital sign interest points. It adds the social and economic data recommendation basis for the model, and increases the credibility of digital sign recommendation. The effect of the model is analyzed by experiment. A facility location model based on location economic feature data is proposed. This paper improves the maximum available cover location model (MALP) which is suitable for the digital signage location problem, and puts forward the heat degree problem of the land block (demand point), and defines the thermal variation of the land block, which is more in line with the actual situation of the digital placard location. The effect of the model was analyzed by experiment. Combined with GIS(Geographic Information system technology, the display platform of the recommended results of digital signage advertisement is built. To complete the design of data storage, and the release and call of web services in detail. Finally, the recommended site selection results of the platform are presented.
【学位授予单位】：北京工商大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：TP391.3;P208

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