基于动态聚类分析的广告投放技术研究与实现

发布时间：2018-06-12 17:53

本文选题：动态聚类 + 广告投放　；参考：《复旦大学》2013年硕士论文

【摘要】：广告行业的兴衰一直被认为是经济动向的风向标,正如同稳步快速提升的中国经济一样,中国广告市场近年来的发展已经成为了全球广告业关注的热点,它为整体陷入低迷的世界广告市场注入了新的活力。而随着时间的前行,广告的投放方式和技术的复杂性也大大提高,传统“广而告之”的传播理念以及“遍地开花”的投放方式逐步受到挑战,如何分析广告的市场和受众,有针对性地投放广告,从而降低成本、提高投放效率,已成为现代广告投放的研究方向。本文通过动态聚类分析这一新颖的技术模型,综合分析了决定广告投放方式和定位的受众群体行为特征,给国内处于广告投放决策期的客户及媒体代理商们以有力的理论支持。论文首先对广告受众群体的聚类特征及其变化进行了分析,得出了基于动态聚类分析的广告投放技术研究的必要性；接着对基于动态聚类分析的广告投放技术模型进行了详细设计,总结了需要研究的重点技术；随后对基于动态聚类分析的广告投放技术做了较深入的研究,解决了需要研究的重点技术；之后实现了基于动态聚类分析的广告投放技术,并且做了实际的应用,结果表明,相对于传统的广告投放技术,本文研究的基于动态聚类分析的广告投放技术在提高广告投放效率方面表现的更出色,大大提高了投放的效果,而且节省了广告投放的费用。最后,论文在上述理论分析与实现依据的基础上,对我国广告投放的发展进行展望,并提出相关对策和建议。
[Abstract]:The rise and fall of the advertising industry has been regarded as the vane of the economic trend. Just like the steady and fast rising Chinese economy, the development of the Chinese advertising market in recent years has become a hot spot of attention in the global advertising industry, which has injected new vitality into the global advertising market that has fallen into the downturn as a whole.
As the time goes ahead, the way of advertising and the complexity of the technology have been greatly improved. The traditional "advertiser" communication concept and the way of "blooming everywhere" are gradually challenged. How to analyze the market and the audience of the advertisement, and put the advertisement in a targeted way, thus reduce the cost and increase the efficiency of the launch, has become modern. The research direction of advertising.
In this paper, through dynamic clustering analysis, this new technical model is used to analyze the behavior characteristics of the audience group which decide the way of advertising and the positioning of the audience, and give strong theoretical support to the customers and media agents in the decision period of the advertising.
Firstly, the paper analyzes the clustering characteristics and changes of the audience group, and draws the necessity of the research on the advertising technology based on dynamic clustering analysis. Then, it designs the advertising technology model based on the dynamic clustering analysis and summarizes the key technology that needs research. Then, the dynamic clustering is based on dynamic clustering. The analysis of advertising technology has done a more in-depth study to solve the key technology that needs to be studied. After that, the advertising technology based on dynamic clustering analysis is realized and the practical application is made. The result shows that the advertising technology based on dynamic clustering analysis is improved relative to the traditional advertising technology. The efficiency of advertising is better, which greatly improves the effect of the launch, and saves the cost of advertising. Finally, on the basis of the theoretical analysis and implementation, the paper looks forward to the development of advertising in China, and puts forward relevant countermeasures and suggestions.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8

【参考文献】