基于微博意见领袖的个性化广告投放系统的设计与实现
发布时间：2018-11-03 06:39
【摘要】：21世纪是科技高速发展的时代,信息化时代的到来,使得各行各业的发展道路都不断地在进行着革新。对于传统广告业而言,这种影响尤为突出。传统的广告载体和广告形式都已不再能满足企业品牌的宣传业务,网络营销凭借其天然的优势迅速在广告营销中占领了战略高地。而伴随着新浪微博、腾讯微博等微博平台的火爆发展,微博营销成为了网络营销的最大竞逐场。 目前已经出现了如微传播、微推推、微博360等微博营销平台,总体来看,微博营销平台都还处于初级建设和发展阶段。要想让企业用好这一手段,还存在着以下需要深入解决的一些问题：一、营销价值链零碎,尚待进一步整合和完善；二、营销内容大多粗制滥造,微博营销的内容在创意性、趣味性方面有待加强；三、精准化分析不足,微博中纯粹的关联度不大的广告信息,易引起用户的反感,造成微博传播员的损失；四、缺乏多维度和详细的营销数据统计分析,缺乏有效把握营销状况和发掘营销改善策略的研究基础。 为解决和避免当前微博营销中的问题,本文提出了一种基于微博意见领袖的个性化广告投放系统。在满足微博广告系统传统业务流程的基础上,充分考虑广告内容与传播员的个性化过程控制,在保证订单基本流程的同时,提供传播员中意见领袖自动筛选、基于意见领袖日常主题与广告任务主题的自动文本匹配、个性化的广告任务投放建议、投放效果统计分析等服务,实现精准化广告,达到广告主和意见领袖的双赢。 本文旨在对上述系统进行清晰详尽的阐述。论文总体上分为六章,第一章对系统涉及领域概念如微博营销、意见领袖等背景知识做了简单说明。第二章从系统定位、系统功能需求、系统目标三方面对系统进行了详细的需求分析。第三章对系统的总体设计进行说明,包括系统总体结构与模块划分。第四章对系统的实现技术和核心模块的内部设计与实现细节做了详细介绍。第五章对系统的部署及测试情况予以说明。第六章是系统总结展望,在总结当前系统情况的基础上,阐述了系统的改进方向。
[Abstract]:The 21st century is the era of the rapid development of science and technology, the arrival of the information age, the development of various industries are constantly innovating. For the traditional advertising industry, this impact is particularly prominent. Traditional advertising carriers and advertising forms are no longer able to meet the advertising business of enterprise brands, network marketing, with its natural advantages, has quickly occupied the strategic high ground in advertising marketing. With the popular development of the platforms such as Sina Weibo, Tencent Weibo and so on, Weibo marketing has become the biggest competition field of network marketing. At present, such as micro-communication, micro-push, Weibo 360, and so on, Weibo marketing platform has emerged. In general, Weibo marketing platform is still in the primary stage of construction and development. If enterprises want to use this method well, there are still some problems that need to be solved in depth: first, the marketing value chain is fragmented and needs to be further integrated and improved; Second, the marketing content is mostly shoddy, Weibo's marketing content needs to be strengthened in creative and interesting aspects; Third, the accuracy analysis is insufficient, Weibo in the pure correlation degree is not big advertisement information, easy to cause the user's antipathy, causes the loss which the Weibo propagandists; Fourth, the lack of multi-dimensional and detailed statistical analysis of marketing data, lack of effective grasp of the marketing situation and explore the basis of marketing improvement strategies. In order to solve and avoid the current problems in Weibo's marketing, this paper puts forward a personalized advertising system based on Weibo opinion leader. On the basis of satisfying the traditional business process of Weibo's advertising system, fully considering the content of advertisement and the personalized process control of the communicator, while ensuring the basic flow of the order, providing the opinion leaders among the communicators to screen automatically, Based on the automatic text matching between the daily theme of opinion leader and the theme of advertising task, the individualized ad task placement suggestion, the statistical analysis of the effect of the advertisement, the precision advertising is realized, and the win-win situation between the advertiser and the opinion leader is achieved. The purpose of this paper is to give a clear and detailed account of the above system. The thesis is divided into six chapters. The first chapter gives a brief explanation of the concepts of system involving domain, such as Weibo marketing, opinion leader and so on. The second chapter analyzes the system requirements from three aspects: system positioning, system functional requirements and system objectives. The third chapter describes the overall design of the system, including the overall structure of the system and module division. In the fourth chapter, the implementation technology of the system and the internal design and implementation of the core module are introduced in detail. The fifth chapter describes the deployment and testing of the system. The sixth chapter is the system summary prospect, on the basis of summarizing the current system situation, elaborated the system improvement direction.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP311.52
[Abstract]:The 21st century is the era of the rapid development of science and technology, the arrival of the information age, the development of various industries are constantly innovating. For the traditional advertising industry, this impact is particularly prominent. Traditional advertising carriers and advertising forms are no longer able to meet the advertising business of enterprise brands, network marketing, with its natural advantages, has quickly occupied the strategic high ground in advertising marketing. With the popular development of the platforms such as Sina Weibo, Tencent Weibo and so on, Weibo marketing has become the biggest competition field of network marketing. At present, such as micro-communication, micro-push, Weibo 360, and so on, Weibo marketing platform has emerged. In general, Weibo marketing platform is still in the primary stage of construction and development. If enterprises want to use this method well, there are still some problems that need to be solved in depth: first, the marketing value chain is fragmented and needs to be further integrated and improved; Second, the marketing content is mostly shoddy, Weibo's marketing content needs to be strengthened in creative and interesting aspects; Third, the accuracy analysis is insufficient, Weibo in the pure correlation degree is not big advertisement information, easy to cause the user's antipathy, causes the loss which the Weibo propagandists; Fourth, the lack of multi-dimensional and detailed statistical analysis of marketing data, lack of effective grasp of the marketing situation and explore the basis of marketing improvement strategies. In order to solve and avoid the current problems in Weibo's marketing, this paper puts forward a personalized advertising system based on Weibo opinion leader. On the basis of satisfying the traditional business process of Weibo's advertising system, fully considering the content of advertisement and the personalized process control of the communicator, while ensuring the basic flow of the order, providing the opinion leaders among the communicators to screen automatically, Based on the automatic text matching between the daily theme of opinion leader and the theme of advertising task, the individualized ad task placement suggestion, the statistical analysis of the effect of the advertisement, the precision advertising is realized, and the win-win situation between the advertiser and the opinion leader is achieved. The purpose of this paper is to give a clear and detailed account of the above system. The thesis is divided into six chapters. The first chapter gives a brief explanation of the concepts of system involving domain, such as Weibo marketing, opinion leader and so on. The second chapter analyzes the system requirements from three aspects: system positioning, system functional requirements and system objectives. The third chapter describes the overall design of the system, including the overall structure of the system and module division. In the fourth chapter, the implementation technology of the system and the internal design and implementation of the core module are introduced in detail. The fifth chapter describes the deployment and testing of the system. The sixth chapter is the system summary prospect, on the basis of summarizing the current system situation, elaborated the system improvement direction.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP311.52
【参考文献】
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