本文選題：廣告自動化播出　切入點(diǎn)：網(wǎng)閘　出處：《山東大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：廣播廣告是廣播電臺的主要收入來源,因而廣播廣告的經(jīng)營在目前廣播經(jīng)營中有著重要的地位,是電臺生存發(fā)展的重中之重。搭建一套安全、合理的自動廣告播出系統(tǒng)是適應(yīng)電臺發(fā)展的基礎(chǔ)。這套系統(tǒng)的優(yōu)化改進(jìn)對提升整體電臺的廣告收入有著十分重要的意義。 現(xiàn)階段TJ廣告自動播出系統(tǒng)建立于2007年,隨著電臺廣告的發(fā)展,這套系統(tǒng)已經(jīng)不能滿足目前現(xiàn)階段電臺廣告的要求。在設(shè)計(jì)之初并沒有考慮到的問題,如今迫切的需要解決。所以對其的優(yōu)化改進(jìn)也顯得極為迫切。本研究針對近幾年廣告經(jīng)營的快速發(fā)展對廣告自動播出系統(tǒng)提出更高的要求.進(jìn)行對廣告自動播出系統(tǒng)的優(yōu)化,目的在于提高廣告播出系統(tǒng)的工作效率,適應(yīng)當(dāng)今發(fā)展,解決目前廣告經(jīng)營所面臨的難題。因此本研究選題對于提升廣告播出系統(tǒng)的價(jià)值,同時(shí)提升電臺廣告收入,具有十分重大的實(shí)踐意義。所有優(yōu)化都是針對目前運(yùn)行的TJ電臺廣告自動播出系統(tǒng),該系統(tǒng)雖能穩(wěn)定的運(yùn)行,能夠滿足目前廣告經(jīng)營的日常需要,但是其中大量存在的重復(fù)、復(fù)雜、繁瑣的人工工作是阻礙廣告自動播出系統(tǒng)適應(yīng)現(xiàn)階段廣播廣告發(fā)展的瓶頸。 本文主要按提出問題、分析問題、解決問題的次序展開論述。 首先,通過介紹現(xiàn)有的廣告自動播出系統(tǒng)運(yùn)行情況,提出了現(xiàn)行TJ電臺廣告系統(tǒng)存在的弊端與漏洞。 其次,以TJ電臺長達(dá)五年的使用過程中所總結(jié)出的經(jīng)驗(yàn)為基礎(chǔ),結(jié)合其他兄弟電臺的廣告播出系統(tǒng)的先進(jìn)經(jīng)驗(yàn),對現(xiàn)行廣告播出系統(tǒng)分析出了一系列修改意見,其中包括：應(yīng)對經(jīng)營政策的變動,修改廣告自動播出系統(tǒng)的意見,隨技術(shù)發(fā)展所提供的新設(shè)備的修改意見,以及對這套系統(tǒng)的缺陷提出的補(bǔ)充意見。 最后,提出解決方案：具體優(yōu)化成果有應(yīng)對政策修改方面的優(yōu)化、新技術(shù)發(fā)展硬件方面的優(yōu)化、系統(tǒng)完整性方面的優(yōu)化等。首先,本次優(yōu)化利用了新興技術(shù)“網(wǎng)閘”來解決了在保證安全播出的前提下,提升了工作效率,極大的做到了計(jì)算機(jī)自動化辦公。其次,就調(diào)整的經(jīng)營政策,增加了電臺在某一時(shí)段(黃金時(shí)段)的廣告收入,做到了自動判斷某一條廣告合同的計(jì)算收費(fèi)標(biāo)準(zhǔn),減少了出錯(cuò)的概率。最后,完善了廣告播出系統(tǒng),增加了監(jiān)播系統(tǒng),提高了播后審核的效率,減少了廣告經(jīng)營中心監(jiān)聽部工作人員的繁重工作,把出現(xiàn)播出事故造成的影響降低到最低。 經(jīng)過上述改進(jìn),TJ電臺廣告自動播出系統(tǒng)能夠做到真正的自動播出,為TJ電臺廣告收入的穩(wěn)步增長保駕護(hù)航。
[Abstract]:Broadcast advertising is the main source of income for radio stations. Therefore, the operation of broadcast advertisements plays an important role in the current broadcasting operation and is the most important part of the survival and development of radio stations. A reasonable automatic advertising broadcasting system is the basis of adapting to the development of radio station, and the optimization and improvement of this system is of great significance to enhance the advertising revenue of the whole radio station. TJ advertising automatic broadcasting system was established in 2007. With the development of radio advertising, this system can no longer meet the requirements of the current stage of radio advertising. Nowadays, it is urgent to solve this problem. Therefore, it is very urgent to optimize and improve it. In view of the rapid development of advertising management in recent years, this study puts forward higher requirements for the advertising automatic broadcasting system. The purpose of this study is to improve the working efficiency of the advertising broadcasting system, adapt to the current development, and solve the problems faced by the current advertising management. Therefore, this research topic is helpful to enhance the value of the advertising broadcasting system, and at the same time to increase the advertising revenue of the radio station. It is of great practical significance. All the optimization is aimed at the TJ radio station advertising automatic broadcasting system, which can run stably and meet the daily needs of the current advertising business, but a large number of duplicates exist in the system. Complex and complicated manual work is the bottleneck that hinders the automatic broadcasting system to adapt to the development of broadcast advertising. This paper mainly discusses the order of putting forward problems, analyzing problems and solving problems. First of all, by introducing the operation of the existing advertising automatic broadcasting system, the shortcomings and loopholes of the current TJ radio advertising system are put forward. Secondly, based on the experience summed up in the use of TJ radio station for up to five years and the advanced experience of the advertising broadcasting system of other brother radio stations, a series of revised opinions on the current advertising broadcasting system are analyzed. It includes: to deal with the change of management policy, to modify the opinions of the advertisement automatic broadcasting system, to modify the new equipment provided with the development of technology, and to put forward the supplementary opinions to the defects of the system. Finally, the solutions are put forward: the specific optimization results include the optimization of policy modification, the optimization of hardware for the development of new technology, the optimization of system integrity, and so on. This optimization uses the emerging technology "net gate" to solve the problem, under the premise of ensuring safe broadcasting, it improves the working efficiency, greatly accomplishes the office automation of computer. Secondly, it adjusts the management policy. It increases the advertising revenue of the radio station in a certain period of time (prime time), achieves the calculation standard of automatically judging a certain advertising contract, and reduces the probability of error. Finally, the advertising broadcasting system is improved and the monitoring and broadcasting system is added. It improves the efficiency of the post-broadcast audit, reduces the heavy work of the staff of the monitoring department of the advertising management center, and minimizes the impact caused by the occurrence of the broadcast accident. After the above improvement, the automatic broadcasting system of TJ radio advertising can achieve real automatic broadcasting, which can protect the steady growth of advertising revenue of TJ radio station.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G222;F713.8

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