面向网络广告定向的微博中心化方法研究

发布时间：2018-02-02 23:30

本文关键词： 微博网络广告定向中心化信息加工　出处：《华中科技大学》2011年硕士论文　论文类型：学位论文

【摘要】：微博以其独特的传播方式，成为互联网信息服务的主流，并改变着网民信息获取、信息交流的方式。微博背后的隐藏的海量的微内容数据，为网络定向广告提供了天然平台。因此如何从碎片化、社会化的微博内容中提取定向广告需要的信息，成为互联网平台的服务提供商亟待解决的问题。本文以提供第三方微博服务的互联网网站为背景，以微博为研究对象，以投放定向广告为目的，研究微博的中心化加工方法以及基础的理论问题，旨在为解决上述问题简历相应的理论和方法，同时也为第三方微博网站针对定向广告投放的微博加工提供思路和理论依据。本文首先提出研究的目的与意义，总结国内外学者在微内容或微博中心化以及网络定向广告领域的相关研究。并以微博的特征和广告价值为基础，提出微博中心化的概念和中心化加工方法的分类。然后以定向广告的传统方式为基础，结合微博特征提出了微博定向广告的投放机制，在此基础上提出了整体的微博中心化加工模型。接着分别针对几种定向方式，设计了不同微博中心化加工流程，包括微博原料筛选、文本意见挖掘和用户特征分析等加工过程。运用内容定向和行为定向相结合的方式，能够更精准的找到广告的目标受众群体。最后，，根据加工模型设计了实例，并对实例结果进行分析，验证了论文研究成果。
[Abstract]:Weibo has become the mainstream of Internet information service with its unique way of communication, and has changed the way of information acquisition and information exchange among Internet users. Weibo behind the hidden mass of micro-content data. Therefore, how to extract the information needed by targeted advertising from fragmented and socialized Weibo content has become an urgent problem for the service providers of Internet platform. This paper takes the Internet website which provides the third party Weibo service as the background, regards Weibo as the research object, takes the targeted advertisement as the goal, studies the Weibo centralization processing method and the basic theory question. The purpose of this paper is to provide a theoretical basis for the corresponding theories and methods to solve the above problems, and at the same time to provide a theoretical basis for the processing of Weibo targeted advertising by the third party Weibo website. Firstly, the purpose and significance of the research are put forward in this paper. Summarizes the domestic and foreign scholars in the micro-content or Weibo centralization and network targeted advertising related research. And based on Weibo characteristics and advertising value as the basis. This paper puts forward the concept of Weibo centralization and the classification of central processing methods, and then puts forward the delivery mechanism of Weibo targeted advertising based on the traditional way of targeted advertising and the characteristics of Weibo. On this basis, the overall Weibo central processing model is proposed. Then, different Weibo centralization processing processes are designed for several orientations, including Weibo raw material screening. Text opinion mining and user feature analysis process. Using the combination of content orientation and behavior orientation, we can find the target audience more accurately. Finally, according to the processing model, we design an example. The results of this paper are analyzed and verified.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G206.2

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