發(fā)布時(shí)間：2018-11-10 15:05

【摘要】：在互聯(lián)網(wǎng)云平臺(tái)和大數(shù)據(jù)挖掘分析技術(shù)的快速發(fā)展下,越來(lái)越多樣、越來(lái)越復(fù)雜的廣告營(yíng)銷(xiāo)方式不斷推動(dòng)廣告行業(yè)的蓬勃發(fā)展。以用廣告受眾為核心的需求方平臺(tái)(Demand-Side Platform,DSP)通過(guò)消費(fèi)者行為分析,將廣告投入到有需求的個(gè)體面前。而由于移動(dòng)通信的普及和移動(dòng)互聯(lián)網(wǎng)的高速發(fā)展,人和智能終端一一綁定,終端的地理位置變化有效反應(yīng)人的地理位置變化,這將對(duì)以精準(zhǔn)營(yíng)銷(xiāo)為核心的DSP廣告投放帶來(lái)跨越式發(fā)展。本文以大型購(gòu)物中心這一典型線下商務(wù)場(chǎng)景為研究對(duì)象,結(jié)合室內(nèi)定位技術(shù)追蹤購(gòu)物中心消費(fèi)者的移動(dòng)軌跡,對(duì)購(gòu)物中心內(nèi)的移動(dòng)廣告投放記錄與廣告效果記錄進(jìn)行深入挖掘和分析,充分考慮消費(fèi)者的個(gè)人屬性、移動(dòng)軌跡等多維信息,以線下消費(fèi)者的地理位置變化為核心要素,將線上精準(zhǔn)營(yíng)銷(xiāo)的DSP廣告模式與線下特殊場(chǎng)景結(jié)合,提出了基于消費(fèi)者移動(dòng)軌跡的DSP廣告投放4W(When and Where send What to Who)策略模型,并分別從“廣告受眾畫(huà)像”、“廣告內(nèi)容動(dòng)態(tài)關(guān)聯(lián)”、“廣告投放時(shí)機(jī)選擇”等三個(gè)要素對(duì)模型結(jié)構(gòu)進(jìn)行了闡述說(shuō)明,針對(duì)不同要素中的核心內(nèi)容提出假設(shè)。針對(duì)上述模型,本文選取了某大型購(gòu)物中心為研究對(duì)象,提取相關(guān)數(shù)據(jù)對(duì)上述模型中的三個(gè)要素展開(kāi)分析,發(fā)現(xiàn)廣告受眾畫(huà)像中的消費(fèi)者的性別與廣告效果并無(wú)相關(guān)關(guān)系,而消費(fèi)者的年齡、是否購(gòu)物中心會(huì)員、會(huì)員擁有時(shí)長(zhǎng)等靜態(tài)因素,以及消費(fèi)者在購(gòu)物中心的日均訪問(wèn)的駐留時(shí)長(zhǎng)、近30天或近7天路過(guò)或進(jìn)入購(gòu)物中心次數(shù)等動(dòng)態(tài)特征、以及是否目的消費(fèi)的客群類(lèi)別等都會(huì)對(duì)購(gòu)物中心的廣告效果產(chǎn)生影響。值得一提的是,近30天路過(guò)和進(jìn)入購(gòu)物中心的次數(shù)對(duì)消費(fèi)者受廣告影響的作用呈現(xiàn)出完全相反的關(guān)系,并且近30天與近7天的對(duì)應(yīng)記錄也呈現(xiàn)出相反的作用規(guī)律。此外,購(gòu)物中心的消費(fèi)者對(duì)不同店鋪的訪問(wèn)存在關(guān)聯(lián)關(guān)系,關(guān)聯(lián)店鋪和熱門(mén)店鋪都能輔助模型更好地挖掘消費(fèi)者的購(gòu)物中心行為習(xí)慣,為模型中的DSP廣告定向投放提供參考依據(jù)。同時(shí),本文發(fā)現(xiàn)購(gòu)物中心的消費(fèi)者對(duì)該場(chǎng)景中的移動(dòng)廣告做出積極響應(yīng)的概率在進(jìn)入商場(chǎng)的開(kāi)始時(shí)段最高,并隨著其進(jìn)入商場(chǎng)的時(shí)間延長(zhǎng)先降低后增加。根據(jù)以上研究結(jié)論,本文對(duì)基于消費(fèi)者移動(dòng)軌跡的DSP廣告投放4W策略模型進(jìn)行了總結(jié)分析,對(duì)使用該模型的不同角色(即廣告商、廣告主、廣告受眾等)之間的關(guān)系進(jìn)行了探討,并分別面向廣告商和廣告主提出了基于消費(fèi)者移動(dòng)軌跡的DSP廣告投放4W策略模型的使用建議,以達(dá)到廣告雙方各自盈利的目標(biāo),共同維護(hù)和發(fā)展作為廣告受眾的消費(fèi)者,在提高廣告效果的同時(shí)改善消費(fèi)者的服務(wù)體驗(yàn)。
[Abstract]:With the rapid development of Internet cloud platform and big data mining and analysis technology, more and more diverse and more complex advertising marketing methods continue to promote the vigorous development of advertising industry. The demand side platform (Demand-Side Platform,DSP), which takes the advertising audience as the core, puts the advertisement in front of the individual with demand through the analysis of consumer behavior. Due to the popularity of mobile communication and the rapid development of the mobile Internet, people and intelligent terminals are bound one by one. The change of geographical location of the terminal effectively reflects the change of the geographical location of people. This will be accurate marketing as the core of DSP advertising to bring leapfrog development. This paper takes the typical offline business scene of the shopping mall as the research object, and tracks the movement of the shopping center consumer with the indoor positioning technology. This paper deeply excavates and analyzes the mobile advertising record and advertising effect record in shopping center, fully considers the multi-dimensional information, such as personal attribute, mobile track, etc., and takes the change of offline consumer's geographical location as the core element. Combining the DSP advertising model of online precision marketing with the offline special scene, this paper puts forward the 4W (When and Where send What to Who) strategy model of DSP advertising based on the consumer mobile trajectory, and respectively from "Advertising audience Portrait", "dynamic correlation of advertising content" and "choice of advertising timing" are three elements to explain the structure of the model, and hypotheses are put forward for the core contents of different elements. In view of the above model, this paper selects a shopping center as the research object, extracts the relevant data to analyze the three elements of the above model, and finds that there is no correlation between the gender of the consumer in the portrait of the advertising audience and the advertising effect. The age of the consumers, whether they are members of the shopping center, whether the members have static factors such as the length of time the members have, as well as the length of stay of the daily visits of the consumers in the shopping center, the number of times of passing by or entering the shopping center in the last 30 days or nearly 7 days, etc, are dynamic characteristics. And whether the purpose of consumer groups and so on will have an impact on the effectiveness of the shopping center advertising. It is worth mentioning that the number of times passing by and entering shopping centers in the last 30 days shows a completely opposite relationship to the effect of advertising on consumers, and the corresponding records of the last 30 days and 7 days also show the opposite law of action. In addition, there is a relationship between access to different stores by shoppers in shopping centers. Both associated stores and popular stores can help the model to better excavate consumers' shopping center behavior habits. This paper provides a reference for the targeted placement of DSP ads in the model. At the same time, this paper finds that the probability of positive response to mobile advertising in this scene is the highest in the beginning period of entering the shopping mall, and decreases first and then increases with the time of entering the mall. According to the above conclusions, this paper summarizes and analyzes the 4W strategy model of DSP advertising based on the consumer mobile trajectory, and analyzes the different roles of using the model (that is, advertisers, advertisers). The relationship between advertising audience and so on is discussed, and the suggestions of DSP advertising 4W strategy model based on consumer mobile trajectory are put forward for advertisers and advertisers, respectively, in order to achieve the goal of making profit for both sides of the advertisement. Jointly maintain and develop the consumers as the advertising audience, improve the advertising effect while improving the service experience of consumers.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F713.8

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 崔安琪;;我國(guó)程序化購(gòu)買(mǎi)廣告平臺(tái)研究[J];廣告大觀(理論版);2016年03期

2 吳德勝;張軍;張兆軍;;大數(shù)據(jù)時(shí)代DSP廣告的困境與對(duì)策[J];新聞研究導(dǎo)刊;2016年10期

3 王志軍;張第;楊宇;;基于上網(wǎng)記錄大數(shù)據(jù)的戶(hù)外廣告投放方法[J];電信技術(shù);2016年03期

4 歐海鷹;;在線廣告發(fā)布商與廣告主的競(jìng)合策略研究[J];管理評(píng)論;2015年10期

5 陳世立;;大數(shù)據(jù)背景下的移動(dòng)廣告程序化購(gòu)買(mǎi)[J];新聞研究導(dǎo)刊;2015年20期

6 張輝;李華;;基于LBS的移動(dòng)精準(zhǔn)廣告發(fā)布系統(tǒng)研究[J];計(jì)算機(jī)時(shí)代;2015年08期

7 黃杰;;大數(shù)據(jù)時(shí)代程序化購(gòu)買(mǎi)廣告模式研究[J];新聞知識(shí);2015年04期

8 陳漢德;;基于大數(shù)據(jù)分析處理的DSP廣告平臺(tái)[J];電子世界;2014年10期

9 于月娥;;設(shè)立DSP行業(yè)標(biāo)準(zhǔn),搭建中國(guó)RTB健康發(fā)展平臺(tái)——專(zhuān)訪品友互動(dòng)CEO黃曉南[J];廣告大觀(綜合版);2013年12期

10 黃學(xué)成;林先杰;;在線視頻服務(wù)中平臺(tái)商與廣告主之間的競(jìng)合分析[J];西北工業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2013年03期

相關(guān)碩士學(xué)位論文 前10條

1 吳云;軌跡挖掘場(chǎng)景化精準(zhǔn)廣告投放研究[D];山東財(cái)經(jīng)大學(xué);2016年

2 陳順風(fēng);基于大數(shù)據(jù)的網(wǎng)絡(luò)廣告推送服務(wù)研究[D];北京交通大學(xué);2015年

3 王妍;基于社交網(wǎng)絡(luò)的精準(zhǔn)廣告投放策略研究[D];華中師范大學(xué);2015年

4 胡f3;聚美優(yōu)品廣告投放策略研究[D];湖南大學(xué);2014年

5 段超;鍵值存儲(chǔ)的互聯(lián)網(wǎng)廣告投放系統(tǒng)需求方平臺(tái)研究與設(shè)計(jì)[D];華中師范大學(xué);2014年

6 張波;移動(dòng)廣告投放行為制約因素研究[D];天津師范大學(xué);2013年

7 謝遠(yuǎn)藝;購(gòu)物網(wǎng)站互動(dòng)性對(duì)消費(fèi)者沖動(dòng)性購(gòu)買(mǎi)的影響研究[D];華南理工大學(xué);2012年

8 滕毅敏;超市購(gòu)物中非計(jì)劃性購(gòu)買(mǎi)研究[D];復(fù)旦大學(xué);2011年

9 鐘云云;基于地理信息的內(nèi)容定向廣告投放算法及性能研究[D];浙江大學(xué);2011年

10 李秀梅;基于服務(wù)利潤(rùn)鏈的百貨商場(chǎng)會(huì)員忠誠(chéng)度研究[D];浙江工商大學(xué);2008年

，

本文編號(hào)：2322790