本文選題：互聯(lián)網廣告 + 用戶行為定向��； 參考：《湖南大學》2016年碩士論文

【摘要】：隨著科技的進步和人們生活水平的提高,互聯(lián)網用戶大量增加。據報告,中國網民數(shù)量將突破8億。如此大的用戶規(guī)模,使各類企業(yè)趨向于借助于網絡廣告推廣自己的產品和服務。目前網絡廣告存在著無目標、爆炸式投放的缺點,無法滿足企業(yè)的推廣預期,關于廣告精準投放的研究正在深入進行。目前網絡廣告精準化投放主要有三種方式,基于物理位置的分類廣告、基于用戶行為網頁內容的定向廣告、基于手機終端的短信廣告等。其中定向廣告的覆蓋面廣、精準度高,被各大互聯(lián)網公司和精準化廣告服務商所重視。本文主要研究基于用戶行為定向的精準化廣告投放,并且進行了設計和實現(xiàn)。論文首先介紹一些背景知識和精準化投放技術的現(xiàn)狀,之后介紹系統(tǒng)實現(xiàn)中的相關術語、技術、以及所使用的分類算法,然后將用戶的行為分為短期行為和長期行為,通過網絡廣告追蹤窗口對用戶瀏覽的網頁進行追蹤。根據用戶上網行為的分別對用戶長期行為和短期行為進行特征分析,并據此進行廣告投放。再重點介紹系統(tǒng)設計實現(xiàn)的過程,包括數(shù)據庫設計以及各個功能模塊的詳細設計等。論文最后給出了全文的總結,提出系統(tǒng)中存在的不足情況以及下一步的工作重點,總結了本人在碩士研究生期間的工作和成果。本系統(tǒng)目前已經在湖南某視頻網站投入使用,根據運行數(shù)據顯示,本系統(tǒng)廣告投放精準度有一定的提高,并有效地提高了廣告的投放成功率與ECPM,為企業(yè)帶來了良好的口碑與很高的經濟效益。
[Abstract]:With the progress of science and technology and the improvement of people's living standard, Internet users have increased greatly. According to reports, the number of Internet users in China will exceed 800 million. With such a large scale of users, all kinds of enterprises tend to promote their products and services by means of network advertisement. At present, network advertising has the shortcomings of aimless and explosive delivery, which can not meet the expectations of enterprises. The research on precise advertising is being carried out deeply. At present, there are three main ways of accurate delivery of online advertising, such as classified ads based on physical location, targeted advertisements based on user behavior web content, SMS ads based on mobile terminals, etc. One of the wide coverage of targeted advertising, high accuracy, by the major Internet companies and precision advertising services. This paper mainly studies the precision advertising based on user behavior orientation, and designs and implements it. This paper first introduces some background knowledge and the current situation of precision delivery technology, then introduces the relevant terminology, technology and classification algorithms used in the system implementation, and then classifies the user's behavior into short-term behavior and long-term behavior. The web page that the user browses is tracked through the web advertisement tracking window. According to the characteristics of users' long term behavior and short term behavior, the characteristics of users' long term behavior and short term behavior are analyzed, and the advertising is carried out accordingly. Then it introduces the process of system design and implementation, including database design and the detailed design of each functional module. At the end of the paper, the paper gives a summary of the full text, puts forward the deficiency of the system and the next step of the work, summarizes my work and achievements in the period of master's degree. The system has already been put into use in a video website in Hunan Province. According to the running data, the accuracy of the advertising system has been improved to a certain extent. And effectively improve the success rate of advertising and ECPM, and bring good reputation and high economic benefits for enterprises.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：TP311.52

【參考文獻】

相關期刊論文 前10條

1 李凱;嚴建援;林漳希;;信息系統(tǒng)領域網絡精準廣告研究綜述[J];南開管理評論;2015年02期

2 孫維峰;;研發(fā)和廣告支出與企業(yè)系統(tǒng)性風險實證研究[J];金融教學與研究;2015年01期

3 唐毅敏;;數(shù)字電視的現(xiàn)狀和發(fā)展趨勢研究[J];電子世界;2013年03期

4 趙子忠;;有線數(shù)字電視廣告的主要趨勢[J];中國數(shù)字電視;2012年04期

5 趙瓊;;數(shù)字時代廣告定義的重新思考[J];新聞傳播;2011年10期

6 童斌;;移動應用廣告平臺發(fā)展迅速 將成新移動互聯(lián)網商業(yè)模式[J];互聯(lián)網天地;2011年08期

7 邵華冬;杜國清;;中國企業(yè)數(shù)字新媒體廣告?zhèn)鞑テ脚_研究[J];國際新聞界;2010年11期

8 李娜;李愛軍;;基于用戶特征分類的精準廣告投放研究[J];電腦知識與技術;2010年01期

9 葛汝剛;黃小原;;電子商務網站廣告投放切換模型及其魯棒控制[J];東北大學學報(自然科學版);2009年07期

10 王冰;;淺析網絡廣告投放的基本策略[J];信息技術;2009年01期

，

本文編號：2067814