基于社交网络影响力用户的广告投放方法研究

发布时间：2018-03-20 02:11

本文选题：社交网络广告绩效　切入点：广告代言人定价　出处：《合肥工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：在社交网络平台,选择合适的影响力用户作为企业的广告代言人并制定相应的广告定价策略已经成为营销管理领域中的热点研究问题。由于社交网络对用户的网络影响力与广告投放效果产生了巨大的影响,传统的研究方法难以满足企业需求。为了帮助企业更好利用该广告模式,本文深入研究了网络用户影响力的组成要素,和广告投放效果的作用过程,由此构建用户的广告绩效测量方法和广告定价模型,为企业选择合适的影响力用户投放广告提供理论基础和决策方法首先,本文基于社会资本理论与AISAS模型,分析网络影响力的形成过程,揭示了广告效果的影响,阐明企业利用影响力网络用户投放广告的运作机制,并构建广告投入与产出指标体系;其次,本文选用社交网络广告绩效作为企业广告代言人的遴选标准,构建针对社交网络的广告绩效度量模型。通过对模型的求解与分析,形成了广告代言人遴选策略;最后,本文以Stackelberg模型为基础,设计广告代言人两阶段定价模型。该模型能为企业提供合理的广告定价,促进网络广告行业的良性发展。上述方法经过实证研究,具有合理性,有效性与可操作性,为企业网络营销管理决策提供了理论依据和方法支撑。本文创新点是首次运用广告绩效作为评价标准,为企业选择合适网络用户;构建了偏好动态交叉效率DEA模型测量了社交网络用户的广告绩效;利用博弈论的方法,设计了社交网络广告两阶段定价模型。
[Abstract]:On social networking platforms, Choosing the right influential users as the advertising spokesman of the enterprise and formulating the corresponding advertising pricing strategy have become a hot research issue in the field of marketing management. Because of the influence of social networks on users' network and advertising investment, it has become a hot issue in the field of marketing management. The effect has had a huge impact. Traditional research methods are difficult to meet the needs of enterprises. In order to help enterprises make better use of the advertising model, this paper deeply studies the constituent elements of network users' influence and the process of the effect of advertising. This paper constructs the advertising performance measurement method and the advertising pricing model of the user, and provides the theoretical basis and decision-making method for the enterprise to choose the appropriate influential user advertising. Firstly, this paper is based on the social capital theory and AISAS model. This paper analyzes the forming process of network influence, reveals the influence of advertisement effect, clarifies the operation mechanism of enterprise using influence network user to place advertisement, and constructs the index system of advertising input and output. Secondly, This paper selects the social network advertising performance as the selection standard of the corporate advertising spokesman, constructs the advertising performance measurement model for the social network. Through solving and analyzing the model, it forms the advertising spokesman selection strategy; finally, Based on the Stackelberg model, this paper designs a two-stage pricing model for advertising spokesmen, which can provide reasonable advertising pricing for enterprises and promote the benign development of the network advertising industry. Effectiveness and maneuverability provide theoretical basis and method support for enterprise network marketing management decision. The innovation of this paper is to use advertising performance as the evaluation standard for the first time to select suitable network users for enterprises; The DEA model of preference dynamic crossover efficiency is constructed to measure the advertising performance of social network users, and the two-stage pricing model of social network advertising is designed by using game theory.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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