消息评论箱系统的设计与实现

发布时间：2018-07-04 09:06

本文选题：消息评论箱 + 广告主　；参考：《北京交通大学》2017年硕士论文

【摘要】：随着移动互联网时代的到来及发展,新媒体广告尤其是投放在社交媒体上的广告,越来越受到广告主的重视。2017年,经济下行压力大,广告主投放预算继续缩紧。不少中小社交平台,甚至面临着生死存亡的危机,头号社交平台也需要使出浑身解数,去努力争抢品牌主日趋精打细算的广告预算。在这种环境背景下,新浪微博2016年广告收益达到4.024亿美元,同比增长52%。从总量看微博已经进入中国互联网广告前十名。为了在这种经济环境下保证广告收益的持续上升,新浪微博很早就将如何更好地吸引广告主投放广告作为发展重点。微博需求调查人员发现,广告主很重视微博用户对其广告的意见,并想实现广告和网站相互引流增加关注度。消息评论箱通过微博广告主发布广告的评论内容的汇集并在广告主的网站展示,再将网站中的留言展现到广告的评论下,以及评论过滤、评论分类、评论统计功能,实现了广告主查看用户对其广告评论的需求和实现广告和网站相互引流的需求,广告主便最终达到增加关注度和访问量的目的。同时,在新的社交广告模式下,广告收费的计算需要收集点击、统计和评论等数据。本项目除开发上述两个需求外,在处理广告等信息时,还将分析出广告的偏好值、广告位的热度以及同类广告热度排序。本文中详细论述的功能均为笔者在项目中所开发的功能,其中比较重要的是消息评论箱模块、广告统计模块、广告分析模块、消息队列机模块、搜索模块、系统管理模块、用户信息模块。消息评论箱模块指的是评论的汇集、过滤、统计并展示到广告主的门户网站中,其次再将用户在广告主门户网站中的留言汇集进微博广告的评论下,通过这一系列操作达到增加门户网站的访问量和广告关注度的作用;广告统计模块主要包括点击统计和转发统计。广告统计一方面为广告主提供点击和转发详情信息,另一方面是为销售部门计算广告费用提供数据支持、为广告分析功能提供计算数据;广告分析模块包括偏好分析、广告位热度分析、广告(本公司广告)热度排序和同类广告(三个月微博所有广告)热度排序;消息队列机模块指的是,通过消息队列的模式集中所有信息,帮助实现分布式处理模式达到负载均衡;搜索模块是散布在每个功能模块中的功能,包括模糊搜索、精确搜索、时间段搜索等;系统管理模块是系统管理员使用模块,包括用户权限管理、用户添加等功能;用户信息模块包括个人信息的编辑、查看功能。消息评论箱系统开发完成后,极大地方便了广告主、广告运营和销售人员的日常工作,并且对公司的广告销售起到了非常重要的作用。系统在现阶段的使用过程中运行较为良好,能够满足广告运营和销售工作的基本需求,而且还能快速迭代,实现对新功能的快速更新和对已有功能的优化。
[Abstract]:With the advent and development of the mobile Internet era, new media ads, especially those placed on social media, are increasingly being valued by advertisers. In 2017, the economy is under pressure and advertisers' budgets continue to tighten. Many small and medium-sized social platforms, even facing a life-or-death crisis, the number one social platform also needs to do everything possible to try to compete for the brand owner increasingly careful advertising budget. Against this backdrop, Sina Weibo posted $402.4 million in advertising revenue in 2016, up 52% from a year earlier. From the total amount of Weibo has entered China's top 10 Internet advertising. In order to ensure that advertising revenue will continue to rise in this economic environment, Sina Weibo has long regarded how to better attract advertisers to put in advertising as a development priority. Weibo needs investigators have found that advertisers value Weibo users' opinions about their ads and want to increase attention between advertising and websites. The message comment box compiles the content of the comments published by the Weibo advertiser and displays them on the advertiser's website, then displays the messages in the website under the comments of the advertisement, as well as the function of filtering, classifying, and counting the comments. By realizing the demand of the advertisers to view their comments and to realize the mutual drainage between the advertisements and the websites, the advertisers will eventually achieve the purpose of increasing the attention and the number of visits. At the same time, under the new social advertising model, the calculation of advertising fees requires collecting data such as clicks, statistics and reviews. In addition to developing the above two requirements, this project will analyze the preference value, the heat of the advertisement and the ranking of the similar advertising heat in the process of advertising and other information. The functions discussed in detail in this paper are all the functions developed by the author in the project, among which the more important are the message comment box module, the advertisement statistics module, the advertisement analysis module, the message queue machine module, the search module, the system management module. User information module. The message comment box module refers to the collection, filtering, statistics and display of the comments in the advertisers' portal. Then, the comments of the users in the advertisers' portal are aggregated into the comments of the Weibo ads. Through this series of operations to increase the number of portal visits and advertising attention; advertising statistics module mainly includes click statistics and forwarding statistics. On the one hand, advertising statistics provide click and forward detailed information for advertisers, on the other hand, it provides data support for sales department to calculate advertising expenses, and provides calculation data for advertising analysis function. Ad heat analysis, advertising (our company advertisement) heat sort and similar advertisement (3 months Weibo all ads) heat sort; message queue machine module refers to the mode of message queue to gather all the information, Help to achieve distributed processing mode to achieve load balance; search module is scattered in each function module, including fuzzy search, accurate search, time search, etc.; system management module is the system administrator use module, Including user rights management, user add and other functions; user information module including personal information editing, viewing function. After the development of the message comment box system, it greatly facilitates the daily work of advertisers, advertising operators and salespeople, and plays a very important role in the advertising sales of the company. The system runs well in the process of using at the present stage, which can meet the basic needs of advertising operation and sales work, and also can quickly iterate to realize the fast update of new functions and the optimization of existing functions.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TP311.52

【参考文献】