本文選題：電視廣告行業(yè) + 廣告點(diǎn)位��； 參考：《復(fù)旦大學(xué)》2009年碩士論文

【摘要】： 隨著電視廣告投放量在中國(guó)的不斷增長(zhǎng),對(duì)于單一客戶(hù)廣告訂單的電視廣告點(diǎn)位的編排的復(fù)雜度越來(lái)越大。由于電視廣告對(duì)時(shí)間點(diǎn)的要求特別高(精確到每秒),廣告費(fèi)用昂貴,需要采集的各個(gè)市場(chǎng)地區(qū)的每個(gè)電視臺(tái)的各時(shí)段點(diǎn)位的信息量也特別龐大,這對(duì)于廣告編排的全面性和合理性是一個(gè)很大的挑戰(zhàn)。而且截止至目前為止,國(guó)外的成熟系統(tǒng)無(wú)法直接在中國(guó)使用;國(guó)內(nèi)又缺乏滿足中國(guó)電視廣告業(yè)國(guó)情的系統(tǒng)。絕大多數(shù)的廣告從業(yè)人員目前還只能憑經(jīng)驗(yàn)為客戶(hù)推薦點(diǎn)位,效率很低,且時(shí)常出現(xiàn)推薦的點(diǎn)位的播出時(shí)間已經(jīng)超過(guò)當(dāng)前日期的情況。因此,迫切的需要一套能根據(jù)客戶(hù)預(yù)算金額和目標(biāo)市場(chǎng)需求自動(dòng)進(jìn)行點(diǎn)位推薦及編排的系統(tǒng)。這一系統(tǒng)涉及到電視廣告排期的點(diǎn)位編排、決策支持等方面。 本論文以電視廣告行業(yè)為背景,基于電視廣告點(diǎn)位推薦作業(yè)的流程和運(yùn)作模式,研究其中的一般規(guī)律和原則,設(shè)計(jì)出一套符合中國(guó)廣告業(yè)國(guó)情,使用人性化,通用性更廣泛,維護(hù)簡(jiǎn)便,點(diǎn)位推薦更合理及多樣化的電視點(diǎn)位編排及推薦的決策支持系統(tǒng)。電視廣告點(diǎn)位推薦及編排系統(tǒng)主要由模型庫(kù)、知識(shí)庫(kù)、方法庫(kù)、數(shù)據(jù)庫(kù)組成,他不僅具有定性的知識(shí)推理能力,而且具有定量的計(jì)算能力,并能將兩種功能有機(jī)的結(jié)合起來(lái),以數(shù)據(jù)倉(cāng)庫(kù)為依托,通過(guò)對(duì)電視廣告信息歷史數(shù)據(jù)的挖掘,為使用者提供全方位的決策支持。 在本論文之前,國(guó)內(nèi)還沒(méi)有這方面的相關(guān)研究。本文的研究將填補(bǔ)國(guó)內(nèi)在電視廣告點(diǎn)位編排推薦系統(tǒng)上的空白。吸取了目前人工編排電視點(diǎn)位的經(jīng)驗(yàn),同時(shí)又彌補(bǔ)了其考慮范圍不全面,點(diǎn)位編排結(jié)果單一的缺點(diǎn)。希望能夠通過(guò)從決策支持系統(tǒng)這一視角切入的研究,對(duì)整個(gè)電視廣告行業(yè)的點(diǎn)位編排提供新的思路和框架,為廣告代理商及客戶(hù)提出建設(shè)性的意見(jiàn)及建議。
[Abstract]:With the increasing number of TV advertisements in China, the complexity of the arrangement of TV advertising points for a single client advertisement order is becoming more and more complex. Because television ads require very high time points (accurate to a second), advertising costs are expensive, and the amount of information at each time point in each television station in each market area that needs to be collected is particularly large. This is a great challenge to the comprehensiveness and rationality of advertisement arrangement. Up to now, foreign mature systems can not be directly used in China, and the domestic system to meet the national conditions of China's television advertising industry. At present, the majority of advertising professionals can only recommend points for customers based on experience, which is very inefficient, and it often occurs that the broadcast time of the recommended points has exceeded the current date. Therefore, there is an urgent need for a system that can automatically recommend and orchestrate points according to customer budget and target market demand. This system involves the point arrangement of TV advertisement scheduling, decision support and so on. This paper takes the television advertising industry as the background, based on the process and operation mode of the TV advertising spot recommendation, studies the general rules and principles, designs a set of advertising industry in line with China's national conditions, using human nature, more universal. Simple maintenance, more reasonable and diversified TV spot arrangement and recommendation decision support system. The recommendation and arrangement system of TV advertisement is mainly composed of model base, knowledge base, method base and database. It not only has qualitative knowledge reasoning ability, but also has quantitative calculation ability, and can combine the two functions organically. Based on the data warehouse, the users are supported by the historical data mining of TV advertisement information. Before this thesis, there is no related research in China. The research of this paper will fill the blank in the domestic TV advertisement spot arrangement recommendation system. At the same time, it makes up for the defect that the scope of consideration is not comprehensive and the result of point arrangement is single. It is hoped that through the research from the perspective of decision support system, it can provide a new idea and framework for the spot arrangement of the whole television advertising industry, and put forward constructive opinions and suggestions for advertising agencies and clients.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：TN948.1

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