基于物联网技术的定向广告传播模式研究

发布时间：2018-03-09 22:31

本文选题：物联网　切入点：定向广告　出处：《哈尔滨工业大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着信息技术的迅猛发展，被称作第三次信息产业革命的物联网技术受到各行各业的广泛重视，物联网对加快经济和社会发展具有重要推动作用，已成为当前世界经济和社会发展的重要驱动力作为现代经济的风向标，广告业对经济和社会发展具有极高的敏感度，而信息技术对经济和社会的发展具有极大的促进作用因此，处于信息技术前沿的物联网技术将会给现代广告业的发展带来巨大的推动以物联网技术应用为契机，一种全新的广告传播模式形态呼之欲出本文即是以物联网技术为依托，提出了基于物联网技术的定向广告传播模式，此模式是真正满足受众需求服务受众的广告传播模式与以往的广告传播模式相比，基于物联网技术的定向广告传播模式实现了传播过程从循环到超循环传播方式从点对面到点对点传播终端从共有到独享传播效果从影响到实效的四大突破本文共分为五个部分：第一部分绪论主要对课题背景目的和意义国内外研究现状进行分析，界定物联网定向广告基于物联网技术的定向广告传播模式相关概念，明确本文的研究内容方法与框架，为后面的研究做好铺垫第二部分基于物联网技术的定向广告云管端技术系统构成这一部分以物联网技术为依托，通过对云计算智能管道和终端相关技术的研究，提出基于物联网技术的定向广告云管端技术系统，明确本文研究的可行性和价值，，为后面的研究奠定基础第三部分基于物联网技术的定向广告传播模式构建该部分首先分析广告传播模式的演变，介绍了不同时代广告传播模式的结构和特点；然后，具体阐述基于物联网技术的定向广告传播构成要素结构和过程；最后，阐明基于物联网技术的定向广告传播模式的特点第四部分基于物联网技术的定向广告商业模式设计分析物联网商业模式的演化类型和发展策略，把握物联网商业模式发展规律，通过对现有物联网商业模式的借鉴和完善，设计出基于物联网技术的定向广告商业模式，实现基于物联网技术的定向广告商业模式实际应用第五部分结论主要总结研究过程中取得的创新成果和存在的不足之处，指出今后进行基于物联网技术的定向广告传播模式研究工作的展望和设想
[Abstract]:With the rapid development of information technology, the Internet of things, known as the third Information Industry Revolution, has received extensive attention from various industries. Internet of things plays an important role in accelerating economic and social development. Has become an important driving force for the economic and social development of the world today. As a vane of the modern economy, the advertising industry is highly sensitive to economic and social development, and information technology has a great role in promoting economic and social development. The Internet of things technology at the forefront of information technology will bring great impetus to the development of modern advertising industry. This paper puts forward a targeted advertising communication mode based on the Internet of things technology, which is a model of advertising communication which can meet the needs of the audience and serve the audience, compared with the previous advertising communication mode. The communication mode of targeted advertising based on Internet of things technology has realized four breakthroughs in the communication process from circulation to hypercirculation from point to point to point-to-point communication terminal from common to exclusive communication effect from influence to actual effect. This paper is divided into five parts:. The first part of the introduction mainly analyzes the background purpose and significance of the research at home and abroad, defines the Internet of things targeted advertising based on the Internet of things technology of targeted advertising communication mode related concepts, clear research methods and framework of this paper, Lay the groundwork for the later research. The second part is based on the Internet of things technology based on targeted advertising cloud pipe technology system this part of the Internet of things technology based on cloud computing intelligent pipeline and terminal related technology research. This paper puts forward the cloud tube end technology system of targeted advertising based on Internet of things technology, clarifies the feasibility and value of this study, and lays a foundation for the later research. The third part constructs the communication mode of targeted advertising based on Internet of things. This part first analyzes the evolution of advertising communication mode, introduces the structure and characteristics of advertising communication mode in different times. The structure and process of the communication elements of targeted advertising based on the Internet of things technology are expounded in detail. Finally, the characteristics of the communication mode of targeted advertising based on the Internet of things technology are expounded. Part 4th analyzes the evolution types and development strategies of the Internet of things business model based on the targeted advertising business model design based on the Internet of things technology, grasps the law of the development of the business model of the Internet of things, through the reference and consummation of the existing business model of the Internet of things. This paper designs a commercial model of targeted advertising based on Internet of things technology, and realizes the practical application of targeted advertising business model based on Internet of things technology. The 5th conclusion summarizes the innovative achievements and shortcomings in the research process, and points out the prospects and ideas for the future research on the communication mode of targeted advertising based on the Internet of things technology.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206;F713.8

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