毕业论文---基于RTB模式的广告效果影响因素研究.doc

基于RTB模式的广告效果影响因素研究 摘? 要 随着互联网的发展，呈现用户需求多样化、媒体多元化、受众上网时间碎片化的趋势。面对“千人千面”的网络用户，广告主需要找到更精准的用户，并且要求广告效果数字化。而网络技术和大数据的发展为这一需求带来了新动力，推动产生了网络营销新模式即RTB模式。相较于传统网络广告购买固定时段、固定广告位而言，RTB广告是对每一个广告受众进行判断和选择，并以可控的价格购买到针对这一特定的广告受众的广告曝光机会，将有效的广告信息精准地推送到目标受众群体，从而高效精确地实现广告营销目标，大大提升广告效果。 本课题主要对RTB广告效果的影响因素进行研究。首先，本文通过总结RTB广告投放经验及RTB模式的广告特点，建立用户在线行为模型，该模型将用户在线行为分成浏览广告、点击广告、访问产品页面、注册/购买、二次回购5个依次递进的环节。并在此基础上提出RTB广告行为效果评价模型；其次，通过对国内外广告效果影响因素相关文献的研究，借鉴经典的AISAS广告效果评价模型，并结合RTB广告行为效果评价模型，建立了本文研究模型RTB广告效果影响因素模型；再次，在总结其他国内外相关学者提出的广告效果影响因素的基础上，本文提出15种RTB广告效果影响因素，并通过问卷调查的方式，确定10种主要影响因素，其中每两个影响因素对应一个层级的用户行为指标，针对每一层级的影响因素又设置不同的效果评价指标进行研究，以此评判不同影响因素对用户不同行为阶段的影响及程度，使广告效果可视化和数字化，进而为广告主投放RTB广告提供参考和借鉴。 关键词：， Abstract With the development of the Internet, the world is showing a trend that is diverse user needs, media pluralism and audience fragmentation. Faced with thousands of thousand faces of network users, advertisers need to find a more precise user, and require the visualization of advertising effectiveness. The development of network technology and big data technology has brought new impetus to this demand, which promote to generate a new model of network marketing RTB mode. Compared to traditional online advertising buying fixed advertising period of time and fixed advertising space, RTB make seletion for each of the audience, and bid in a controlled price to buy advertising exposure opportunity for this particular advertising audience, which will push effective advertising information to accurate target audience, thereby efficiently and accurately achieve advertising and marketing objectives, and greatly enhance advertising effectiveness. The main topic of this paper is to research the factors of RTB advertising effectiveness. First, summarized the serving experience of RTB advertising and advertising features of RTB mode, this paper divided the user online behavior into view ads, click on the ads, visit the page, registration / purchase and repurchase 5 progressive levels, then