【摘要】：網(wǎng)絡(luò)廣告是一種運(yùn)用互聯(lián)網(wǎng)向公眾傳遞信息的宣傳手段,是用以滿足商品生產(chǎn)者、經(jīng)營(yíng)者和消費(fèi)者特定需要的重要手段。它的目的在于影響和誘發(fā)人們對(duì)于所做廣告的商品或服務(wù)的消費(fèi)傾向,進(jìn)而產(chǎn)生消費(fèi)活動(dòng)而使廣告主獲得利益。相對(duì)于其他廣告形式來(lái)說(shuō),雖然目前網(wǎng)絡(luò)廣告占有的市場(chǎng)份額較小,但憑著其高精準(zhǔn)性、低成本性、內(nèi)容豐富性以及時(shí)空靈活性等特征,相信在未來(lái)的市場(chǎng)競(jìng)爭(zhēng)中會(huì)有較大的發(fā)展。 通過(guò)對(duì)網(wǎng)絡(luò)廣告及其營(yíng)銷方式、Google AdSense和已有的網(wǎng)絡(luò)廣告位置與CTR關(guān)系相關(guān)文獻(xiàn)的研究和分析,對(duì)如何提高網(wǎng)絡(luò)廣告營(yíng)銷效果有了一個(gè)比較深刻的了解。因此,為了在已有提高網(wǎng)絡(luò)廣告營(yíng)銷效果的基礎(chǔ)上,量化提升指標(biāo),提供對(duì)廣告的位置分析、所處環(huán)境分析、可行性分析等,為用戶提供更明確的廣告營(yíng)銷方案,本文將建立一個(gè)能夠?qū)崿F(xiàn)網(wǎng)頁(yè)布局分類、識(shí)別網(wǎng)頁(yè)布局、監(jiān)控廣告位、廣告位位置、廣告位環(huán)境等功能的系統(tǒng),能為CTR(廣告點(diǎn)擊率)數(shù)據(jù)凈化、流量質(zhì)量、新近流量預(yù)估提供技術(shù)支持。 本文首先介紹了網(wǎng)絡(luò)廣告的營(yíng)銷及評(píng)估手段,對(duì)國(guó)內(nèi)外的現(xiàn)狀進(jìn)行了具體的分析,由此指出了本文工作的內(nèi)容和意義,明確系統(tǒng)設(shè)計(jì)的目標(biāo),提出了系統(tǒng)的功能、性能、環(huán)境等各方面需求。在此基礎(chǔ)上,對(duì)系統(tǒng)的總體框架做出概要設(shè)計(jì),對(duì)系統(tǒng)模塊進(jìn)行了劃分,主要包括廣告位布局環(huán)境模塊、廣告位信息挖掘模塊和一星站挖掘模塊。然后對(duì)系統(tǒng)各模塊的邏輯功能結(jié)構(gòu)和數(shù)據(jù)庫(kù)做出詳細(xì)設(shè)計(jì)。最后,介紹了系統(tǒng)各個(gè)模塊的實(shí)現(xiàn)和結(jié)果及系統(tǒng)的測(cè)試。本系統(tǒng)在Linux和Windows XP平臺(tái)上開(kāi)發(fā)和實(shí)現(xiàn),結(jié)合Dreamweaver8實(shí)現(xiàn)部分界面的設(shè)計(jì),并使用了功能強(qiáng)大、速度快、靈活性強(qiáng)的MySQL數(shù)據(jù)庫(kù)管理系統(tǒng)。 本系統(tǒng)實(shí)現(xiàn)了對(duì)廣告位布局及環(huán)境的標(biāo)注和評(píng)估、廣告位信息的挖掘和一星站挖掘等功能,利用該系統(tǒng),能夠?yàn)閺V告主投放廣告和網(wǎng)站主規(guī)范網(wǎng)頁(yè)布局提供建設(shè)性的意見(jiàn),提高廣告的點(diǎn)擊率,在實(shí)踐應(yīng)用中具有一定的指導(dǎo)作用。
[Abstract]:Network advertising is a kind of propaganda means to transmit information to the public by using the Internet, and it is an important means to meet the specific needs of commodity producers, operators and consumers. Its purpose is to influence and induce people to consume the goods or services they advertise, and then to produce consumer activities so that advertisers can get benefits. Compared with other forms of advertising, although the current market share of online advertising is small, but with its high precision, low cost, rich content and space-time flexibility and other characteristics, It is believed that there will be great development in the future market competition. Through the research and analysis of the literature on the relationship between online advertising and its marketing mode, Google AdSense and the existing online advertising location and CTR, this paper has a deep understanding of how to improve the marketing effect of online advertising. Therefore, in order to improve the marketing effect of online advertising, quantitative improvement indicators, provide advertising location analysis, environmental analysis, feasibility analysis, and so on, to provide users with a clearer advertising marketing program. This paper will establish a system which can realize the classification of web page layout, identify the web page layout, monitor the advertising position, the advertising bit environment and so on, which can purify the CTR (advertisement click rate) data and the traffic quality. Recent traffic estimates provide technical support. This paper first introduces the marketing and evaluation means of network advertising, analyzes the present situation at home and abroad, points out the content and significance of this work, clarifies the objectives of system design, and puts forward the function and performance of the system. Environment and other aspects of demand. On this basis, the overall framework of the system is briefly designed, and the system modules are divided, including advertising bit layout environment module, advertising bit information mining module and one-star station mining module. Then the logical function structure and database of each module of the system are designed in detail. Finally, the implementation and results of each module of the system and the test of the system are introduced. The system is developed and implemented on Linux and Windows XP platform, combined with Dreamweaver8 to realize the design of part of the interface, and uses a powerful, fast and flexible MySQL database management system. The system realizes the marking and evaluation of advertising bit layout and environment, the mining of advertising bit information and the mining of one-star station. By using the system, it can provide constructive suggestions for advertisers to place advertisements and website owners to standardize the layout of web pages. Improving the click rate of advertising has a certain guiding role in practical application.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：TP311.52

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

1 呂鴻江;程明;;基于消費(fèi)者心理視角的網(wǎng)絡(luò)廣告效果評(píng)價(jià)研究[J];南京農(nóng)業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2006年04期

2 鄧文峰,周朝民;淺析網(wǎng)絡(luò)廣告效果評(píng)價(jià)方法[J];上海管理科學(xué);2005年04期

相關(guān)博士學(xué)位論文 前1條

1 許春芳;網(wǎng)絡(luò)經(jīng)濟(jì)發(fā)展規(guī)律與網(wǎng)絡(luò)信息商品和服務(wù)定價(jià)理論研究[D];吉林大學(xué);2007年

相關(guān)碩士學(xué)位論文 前3條

1 楊微;關(guān)于網(wǎng)絡(luò)環(huán)境中不正當(dāng)競(jìng)爭(zhēng)行為法律規(guī)制的研究[D];北方工業(yè)大學(xué);2006年

2 呂學(xué)良;基于視覺(jué)信息的上下文廣告關(guān)鍵詞提取算法研究[D];浙江大學(xué);2007年

3 孟令圣;門(mén)戶網(wǎng)站網(wǎng)絡(luò)廣告定價(jià)策略及定價(jià)模型研究[D];吉林大學(xué);2008年

，

本文編號(hào)：2478417