广告投放在混合媒体中最优化分层交互模型的应用研究_符梦瑶.Image.Marked.pdfVIP

广告投放在混合媒体中最优化分层交互模型的应用研究 Research of optional hierarchical marketing communications model of mixed media synergies in advertising 作者 Author _ 符梦瑶 Fu Mengyao 吴正鹏 Wu Zhengpeng 张辉 Zhang Hui 丁俊杰 Ding Junjie | 摘　　　要 | 本文是基于混合媒体中最优化分层交互模型，利用银川市某4S 店铺连续一年内的市场数据，评估了在同种媒体内 和跨媒体间相互作用下的传统媒体（电视、出版物）和新媒体（网络）广告上的媒体效益，展示了这两种协同作用（同 种媒体内部和跨媒体间产生的协同作用）的存在性及其重要作用。经过计算，得到了商品在混合媒体上的最佳总预 算和最佳预算分配方案。其中，基于混合媒体最优化分层交互模型，提出的广告投放方案优于原来店铺的分配政策。 新的方案在一定误差范围内，促使店铺的利润提高约 1.67%-4%。最后，针对这个分层模型进行了综合性的分析总结， 并对该模型的未来研究领域进行了展望。 | 关　键　词 | 最优分配 广告 新媒体 营销预算 | ABSTRACT |　The Internet has absolved thousands of advertisers with the advantages of spreading and effecting. However, multiple media ways also bring problems to the market. For example, how do the advertisers do the advertising marketing to get the company more profits? Accord to within-media synergies and cross-media synergies and higher-order interactions among various media from our last paper, we get the optional budget and its allocation over the multiple media. using one-year marketing data from a 4S store in Yinchuan , we analyzed the effects of within-media synergies and cross-media synergies. Then, we can see the importance of these synergies. Next, we compared the new profits with the old ones under the old allocation. And the new plan help the company get more profits in some ways. It improved from 1.67% to 4%, basing of the original data. In that way, we showed how these synergies influence the total budget and its allocation. In the end, we made a conclusion on this hierarchical model and predicted the future researching areas. | KEY WORDS | Optimal allocation Advertising New media synergy Marketing communications budget