本文選題：背景廣告 + 曝光參數(shù)　； 參考：《上海體育學(xué)院》2010年博士論文

【摘要】： 背景廣告的贊助收入是體育賽事收入的主要來源之一。背景廣告的曝光參數(shù)是測定背景廣告贊助收入的基礎(chǔ),是贊助商出價(jià)的主要依據(jù)。背景廣告曝光參數(shù)的測算對于賽事的贊助評估、賽事談判和賽事申辦決策具有重要的意義。 目前,體育賽事背景廣告曝光參數(shù)的測算工作主要集中在事后進(jìn)行,事前主要是憑借以往的經(jīng)驗(yàn)進(jìn)行定性的估算,無法定量化,其預(yù)測結(jié)果無法讓贊助商信服。 虛擬現(xiàn)實(shí)技術(shù)已廣泛應(yīng)用于航空航天、醫(yī)學(xué)實(shí)習(xí)、軍事演習(xí)、建筑設(shè)計(jì)和競技體育等諸多領(lǐng)域,它利用現(xiàn)代計(jì)算機(jī)技術(shù)生成一個(gè)能使用戶產(chǎn)生“身臨其境”感覺的三維虛擬環(huán)境,用戶可以與該虛擬環(huán)境進(jìn)行實(shí)時(shí)的交互。 鑒于體育賽事背景廣告曝光參數(shù)預(yù)測的重要性以及虛擬技術(shù)在各行各業(yè)的廣泛應(yīng)用,本文將虛擬技術(shù)應(yīng)用到體育賽事背景廣告曝光參數(shù)的預(yù)測之中,提出體育賽事背景廣告曝光參數(shù)虛擬預(yù)測的理論框架,并開發(fā)相應(yīng)的虛擬預(yù)測軟件系統(tǒng),使背景廣告曝光參數(shù)的預(yù)測定量化,提高預(yù)測的科學(xué)性和結(jié)果的可信度,從而為背景廣告曝光參數(shù)的預(yù)測提供了一種新的、有效的技術(shù)手段。 本文在全面回顧體育賽事背景廣告曝光參數(shù)事前和事后測算方法、虛擬現(xiàn)實(shí)技術(shù)和預(yù)測方法的研究及應(yīng)用現(xiàn)狀的基礎(chǔ)上,提出了體育賽事背景廣告曝光參數(shù)虛擬預(yù)測的基本思路和理論框架,并重點(diǎn)研究了體育賽事三維虛擬場景建模的方法及其優(yōu)化、背景廣告曝光參數(shù)虛擬預(yù)測的算法和虛擬預(yù)測軟件系統(tǒng)的開發(fā)及實(shí)例應(yīng)用。主要研究成果和創(chuàng)新點(diǎn)如下： 根據(jù)體育賽事背景廣告曝光參數(shù)事后測算方法的工作流程和預(yù)測的一般步驟,提出了體育賽事背景廣告曝光參數(shù)虛擬預(yù)測的基本思路和理論框架。指出實(shí)現(xiàn)該理論框架的四大關(guān)鍵技術(shù),即：三維虛擬比賽場景建模技術(shù)、三維虛擬比賽場景模型的實(shí)時(shí)顯示技術(shù)、背景廣告牌的識別和電視轉(zhuǎn)播統(tǒng)計(jì)規(guī)律的挖掘技術(shù)。從技術(shù)角度提出實(shí)現(xiàn)背景廣告曝光參數(shù)虛擬預(yù)測的一個(gè)切實(shí)可行的體系結(jié)構(gòu)。 針對三維虛擬體育賽事場館模型較為龐大的特點(diǎn),為解決大型體育賽事比賽場景模型顯示的實(shí)時(shí)性與當(dāng)前計(jì)算機(jī)硬件性能之間存在的矛盾,提出了基于四叉樹和金字塔模型相結(jié)合的三維場景數(shù)據(jù)分層分塊組織與管理方法,以及大型體育賽事場景模型的動態(tài)加載和實(shí)時(shí)漫游算法,以支持動態(tài)的場景調(diào)度和繪制,實(shí)現(xiàn)三維場景模型的動態(tài)裝載和實(shí)時(shí)渲染,提高三維虛擬比賽場景模型顯示的實(shí)時(shí)性,增強(qiáng)虛擬比賽場景模型的真實(shí)感。 根據(jù)體育賽事背景廣告曝光參數(shù)事后測算方法以及計(jì)算機(jī)圖形學(xué)種子填充算法的基本思想,設(shè)計(jì)了體育賽事背景廣告曝光參數(shù)虛擬預(yù)測的算法。該算法利用計(jì)算機(jī)圖形學(xué)的三維投影變換理論產(chǎn)生背景廣告的虛擬曝光,并利用種子填充算法計(jì)算出每個(gè)背景廣告在16格虛擬電視屏幕上曝光的位置及其占相應(yīng)格子面積的百分比。 完成了虛擬預(yù)測軟件系統(tǒng)的功能設(shè)計(jì),并利用3DSMax和OpenGL相結(jié)合的開發(fā)模式,在Visual C++6.0環(huán)境下自主設(shè)計(jì)并開發(fā)了體育賽事背景廣告曝光參數(shù)虛擬預(yù)測軟件的原型系統(tǒng)。介紹了虛擬預(yù)測前提條件的獲取方法、比賽場景的搭建、背景廣告和轉(zhuǎn)播機(jī)位的設(shè)置,并通過足球比賽背景廣告曝光參數(shù)預(yù)測的應(yīng)用實(shí)例對整個(gè)虛擬預(yù)測的理論框架進(jìn)行了驗(yàn)證。 本文將虛擬現(xiàn)實(shí)技術(shù)運(yùn)用到體育賽事背景廣告曝光參數(shù)的預(yù)測之中,解決了現(xiàn)有預(yù)測方法中因比賽場地、轉(zhuǎn)播機(jī)位的數(shù)量和空間位置分布,以及背景廣告的大小、數(shù)量及其在賽場內(nèi)的空間位置等發(fā)生變化而無法進(jìn)行有效預(yù)測的問題,實(shí)現(xiàn)了背景廣告曝光參數(shù)預(yù)測的定量化,從而既拓展了虛擬現(xiàn)實(shí)技術(shù)的應(yīng)用領(lǐng)域,又促進(jìn)了虛擬現(xiàn)實(shí)技術(shù)在體育領(lǐng)域的應(yīng)用研究。 然而,由于體育賽事的獨(dú)特性和復(fù)雜性,不同賽事之間的差異性較大,以及曝光參數(shù)虛擬預(yù)測涉及的環(huán)節(jié)較多等原因,預(yù)測的結(jié)果與實(shí)際之間會存在一定的誤差。因此,在后續(xù)的研究中應(yīng)對預(yù)測結(jié)果的誤差做進(jìn)一步的分析,以提高預(yù)測結(jié)果的精度。
[Abstract]:The sponsorship income of background advertising is one of the main sources of sports event income. The exposure parameters of background advertisements are the basis for determining the sponsorship income of the background advertising. It is the main basis for the sponsor's bid. The calculation of the exposure parameters of the background advertisements is of great significance to the sponsorship evaluation of the events, the negotiation of events and the decision of the event bid.
At present, the calculation of the exposure parameters of the sports event background is mainly concentrated on the post, and the previous experience is mainly based on the qualitative estimation, which can not be quantified, and the results of the prediction can not be convinced by the sponsors.
Virtual reality technology has been widely used in many fields, such as aeronautics and Astronautics, medical practice, military exercises, architectural design and competitive sports. It makes use of modern computer technology to generate a three-dimensional virtual environment that enables users to produce "immersive" feeling, and users can interact with the virtual environment in real time.
In view of the importance of the prediction of the exposure parameters of the sports background advertising and the wide application of virtual technology in all walks of life, this paper applies the virtual technology to the prediction of the exposure parameters of the sports background advertisements, and puts forward the theoretical framework for the virtual prediction of the exposure parameters of the sports events and the development of the corresponding virtual prediction software. The system makes the prediction of the exposure parameters of the background advertisement quantified and improves the scientificalness of the prediction and the reliability of the results, thus providing a new and effective technical means for the prediction of the exposure parameters of the background advertising.
On the basis of a comprehensive review of the pre and post calculation methods, the research and application of virtual reality technology and prediction method, the basic ideas and theoretical framework of the virtual prediction of the exposure parameters of sports events are put forward, and the modeling of the 3D virtual scene of sports events is studied. The method and its optimization, the virtual prediction algorithm of the background advertisement parameters and the development of the virtual prediction software system and the application of the example. The main research results and innovation points are as follows:
According to the work flow and the general prediction procedure of the post calculation method for the exposure parameters of the sports events, the basic ideas and the theoretical framework of the virtual prediction of the exposure parameters of the sports events are put forward. The four key technologies for the realization of the theoretical framework are pointed out, that is, the 3D virtual competition scene modeling technique and the three-dimensional virtual competition. The real-time display technology of the scene model, the recognition of the background billboard and the mining of the statistics law of the TV relay. A practical architecture is proposed to realize the virtual prediction of the exposure parameters of the background advertisement from the technical point of view.
In view of the large characteristics of the 3D virtual sports event stadium model, in order to solve the contradiction between the real-time performance of the game scene model display and the current computer hardware performance of the large-scale sports event, a hierarchical block organization and management method based on the four forked tree and the Pyramid model is proposed, and the large scale of the large-scale sports events is proposed. The dynamic loading and real-time roaming algorithm of the sports event scene model can support dynamic scene scheduling and rendering, realize the dynamic loading and real-time rendering of the 3D scene model, improve the real-time performance of the 3D virtual game scene model, and enhance the real sense of the virtual game scene model.
According to the post calculation method of the background advertisement exposure and the basic idea of the computer graphics seed filling algorithm, a virtual prediction algorithm for the exposure parameters of the sports event background is designed. The algorithm uses the three-dimensional projection transformation theory of computer graphics to produce the virtual exposure of the background advertisement and uses the seed to fill in the algorithm. The algorithm calculates the position of each background advertisement on the 16 virtual TV screen and its percentage of the corresponding grid area.
The function design of the virtual prediction software system is completed, and the prototype system of the virtual prediction software for the exposure parameters of the sports event background is designed and developed in the environment of Visual C++6.0 by the development mode of the combination of 3DSMax and OpenGL, and the method of obtaining the premise condition of the virtual prediction, the building of the competition scene and the wide background are introduced. The setting of the location and the application of the exposure parameters of the background advertisements in football matches are verified.
In this paper, the virtual reality technology is applied to the prediction of the exposure parameters of the sports event background advertising, and the problem that the existing prediction methods can not be effectively predicted because of the competition site, the number of rebroadcast positions and the distribution of space position, the size of the background advertisement, the number and the space position in the game field, can not be effectively predicted. In this paper, the quantitative prediction of the exposure parameters of the background advertisement is now quantified, which not only expands the application field of the virtual reality technology, but also promotes the application of virtual reality technology in the sports field.
However, due to the uniqueness and complexity of the sports events, the greater difference between the different events and the many links involved in the virtual prediction of the exposure parameters, there will be a certain error between the predicted results and the reality. Therefore, further analysis should be made to the error of the prediction results in the follow-up study to improve the prediction knot. The precision of the fruit.
【學(xué)位授予單位】：上海體育學(xué)院
【學(xué)位級別】：博士
【學(xué)位授予年份】：2010
【分類號】：G80-05

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 蔡俊五;體育贊助的起源、地位和魅力[J];北京體育師范學(xué)院學(xué)報(bào);1999年04期

2 王守恒,葉慶暉;體育賽事的界定及分類[J];首都體育學(xué)院學(xué)報(bào);2005年02期

3 姚慧敏;崔鐵軍;邵世新;袁建峰;;基于四叉樹的LOD地形模型及其數(shù)據(jù)組織方法研究[J];地理信息世界;2007年06期

4 姜玉蓮;胡鵬;;應(yīng)用馬爾可夫預(yù)測模型對門診就診人次的預(yù)測[J];當(dāng)代醫(yī)學(xué);2009年30期

5 丁斌;;基于VC++6.0和OpenGL的3DS文件的讀取與控制方法[J];電腦知識與技術(shù)(學(xué)術(shù)交流);2007年15期

6 任慶東,趙明輝,李龍,陳躍彬;場景模型的建立及快速顯示[J];大慶石油學(xué)院學(xué)報(bào);2002年02期

7 劉賢梅,李勤,司國海,陳雪松;虛擬現(xiàn)實(shí)技術(shù)及其應(yīng)用[J];大慶石油學(xué)院學(xué)報(bào);2002年02期

8 張南平;程鳴;;基于模式識別視頻搜索技術(shù)的研究[J];福建電腦;2007年08期

9 溫菊屏;李利軍;;大地形數(shù)據(jù)存儲和調(diào)度方法研究[J];佛山科學(xué)技術(shù)學(xué)院學(xué)報(bào)(自然科學(xué)版);2007年04期

10 姜學(xué)智,李忠華;國內(nèi)外虛擬現(xiàn)實(shí)技術(shù)的研究現(xiàn)狀[J];遼寧工程技術(shù)大學(xué)學(xué)報(bào);2004年02期

相關(guān)博士學(xué)位論文 前1條

1 葉慶暉;體育賽事運(yùn)作研究[D];北京體育大學(xué);2003年

相關(guān)碩士學(xué)位論文 前10條

1 王邯;基于圖像繪制的虛擬校園漫游系統(tǒng)的研究[D];華中師范大學(xué);2002年

2 檀鵬;基于OpenGL的虛擬現(xiàn)實(shí)開發(fā)平臺設(shè)計(jì)[D];河北工業(yè)大學(xué);2004年

3 張春光;基于分塊策略的虛擬場景建模算法的研究[D];太原理工大學(xué);2004年

4 段菊芳;大型體育賽事風(fēng)險(xiǎn)管理[D];北京體育大學(xué);2004年

5 喬木;基于OpenGL的虛擬場景建模技術(shù)的研究[D];鄭州大學(xué);2005年

6 劉偉;基于OpenGL的三維實(shí)體造型系統(tǒng)的研究[D];遼寧工程技術(shù)大學(xué);2005年

7 葛翔;基于OpenGL的三維建筑仿真與漫游技術(shù)研究[D];武漢理工大學(xué);2006年

8 劉仁桂;數(shù)據(jù)挖掘在銷售預(yù)測中的應(yīng)用研究[D];浙江大學(xué);2006年

9 王敏;一種大型場景表示方法及其加速繪制技術(shù)的研究與應(yīng)用[D];蘇州大學(xué);2006年

10 王欽波;基于人工神經(jīng)網(wǎng)絡(luò)的我國宏觀經(jīng)濟(jì)預(yù)測研究[D];山東大學(xué);2006年

，

本文編號：2057332