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论文编号：	14761
作者编号：	2120223682
上传时间：	2024/6/8 10:46:28
中文题目：	基于数字足迹的消费者状态特征与再定向广告策略的匹配效应研究
英文题目：	Research on the Matching Effects of Consumer State Characteristics Based on Digital Footprints and Retargeting Ad Tactics
指导老师：	任星耀
中文关键字：	再定向消费者；再定向广告内容；消费者数字足迹；购买漏斗；隐马尔可夫模型
英文关键字：	Retargeting consumers; Retargeting ad content; Consumer digital footprint; Purchase funnel; Hidden Markov Model(HMM)
中文摘要：	面对日益激烈的市场竞争与不断上升的流量成本，企业对于提升广告的精细化运营水平及费用效率管理的需求日益迫切。再定向广告正顺应营销精细化、数字化的趋势，它通过追踪用户行为并分析其兴趣偏好，实现广告内容与受众高度匹配，弥补初次接触时未能实现转化的机会，从而提高整体广告效益。大数据技术的发展，为企业记录、挖掘消费者数字足迹并依此进行广告精准投放提供了技术基础。但在再定向广告实践中，企业仍面临如何选择再定向目标对象以及如何为其匹配合适的再定向内容两大难题。 首先，本文梳理了过往研究对于再定向的定义，并整理了再定向的主要特征。其次，本文梳理了在再定向目标对象选择策略的相关研究，发现仅使用人口统计学特征及少量消费者行为作为再定向目标对象选择依据存在局限，过往研究中对于不同购买阶段消费者的再定向有效性存在矛盾，本研究基于细粒度消费者数字足迹，使用隐马尔可夫模型，识别出购买漏斗中消费者所处的五种状态，关注消费者的隐性异质性以弥补过往研究争议；再次，本文梳理了再定向内容策略的相关研究，发现过去大多关注第二次广告投放的内容策略，忽略了从整体的角度考虑前后两次广告内容策略之间的关系对再定向效果的影响，本文研究前后广告内容视角互补或一致的再定向策略以弥补不足；最后，本文梳理了再定向效果的相关研究，发现目前的研究大多通过一次性显性行为来评估再定向效果，忽略了再定向前后消费者行为或态度的动态变化，本文将消费者在购买漏斗状态的动态变化作为再定向有效性指标以弥补不足。 本文在梳理文献的基础上提出了研究假设，并使用来自某社交媒体平台的广告数据进行实证分析。研究发现，对处在购买漏斗认知阶段且对产品信息了解较浅的消费者，使用前后广告内容视角互补的再定向策略，更能促进其在购买漏斗前进；对处在购买漏斗认知阶段且对产品信息了解较深的消费者，使用前后广告内容视角一致的再定向策略，更能促进其在购买漏斗前进；对处在购买漏斗考虑阶段且对产品信息了解较浅的消费者，使用前后广告内容视角一致的再定向策略，更会导致其在购买漏斗后退。本文的研究结果再次强调了再定向广告的重要价值，对于广告主企业在再定向目标对象选择与再定向策略制定上具有理论指导，对于广告平台企业制定再定向广告匹配策略及相关广告产品具有实践启示。
英文摘要：	In the face of increasingly fierce market competition and rising flow costs, there is an increasingly urgent need for enterprises to improve the level of fine-tuned operation of advertising and expense efficiency management. Retargeting advertising is in line with the trend of marketing refinement and digitalization, which realizes a high degree of matching between advertising content and audience by tracking user behavior and analyzing their interests and preferences, and makes up for the failure to achieve conversion opportunities at the time of the initial contact, thus improving the overall advertising effectiveness. The development of big data technology provides a technical foundation for enterprises to record and mine consumers' digital footprints and accurately place advertisements, but in the practice of retargeting advertisements, enterprises still face the two major challenges of how to select retargeting targets and how to match them with appropriate retargeting content. Firstly, this paper consolidates the definitions of retargeting from prior research and categorizes the key attributes of retargeting. Secondly, it reviews the pertinent literature concerning the selection tactics for retargeting consumers, and found that there are limitations in using only demographic characteristics and a small amount of consumer behavior as the basis for retargeting consumers selection, and that there are contradictions in the effectiveness of retargeting for consumers in different purchasing stages in the past studies. This study uses a Hidden Markov Model based on fine-grained consumer digital footprints to identify five states that consumers are in in the purchase funnel, focusing on the hidden heterogeneity of consumers to make up for the controversy of past studies. Thirdly, this paper combed through the relevant studies on retargeting content strategy, and found that in the past, most of the attention was paid to the content strategy of the second advertisement, ignoring the impact of the relationship between the content strategy of the before and after advertisements on the effect on the retargeting effect from the overall point of view; this paper studies the effect of the content strategy of the before and after advertisements that is complementary or homogeneous to the retargeting effect. This paper examines the retargeting advertising strategies with complementary or homogeneous contents to make up for the shortcomings. Finally, this paper combs through the relevant studies on retargeting effectiveness, and finds that most of the current studies assess retargeting effectiveness through the one-time dominant behaviors, and ignores the dynamic changes in consumers' behaviors and attitudes before and after retargeting, and this paper takes the dynamic changes in consumers' purchasing funnel state as the retargeting effectiveness index to make up for the shortcomings. This paper proposes research hypotheses based on combing the literature, and uses the advertising data from a social media platform for empirical analysis. It is found that for consumers in the awareness stage of the purchase funnel and with a shallow understanding of product information, the use of a retargeting strategy with complementary advertisement content before and after is more effective in promoting their advancement in the purchase funnel; for consumers in the awareness stage of the purchase funnel and with a deeper understanding of product information, the use of a retargeting strategy with homogeneous advertisement content before and after is more effective in promoting their advancement in the purchase funnel; for consumers in the consideration stage of the purchase funnel and have a shallow understanding of the product information, the use of a retargeting strategy with homogeneous advertisement content before and after is more effective in promoting their backward movement in the purchase funnel. The results of this paper re-emphasize the important value of retargeting advertisements, which is a theoretical guide for advertisers to select retargeting targets and formulate retargeting strategies, as well as a practical inspiration for ad platform companies to formulate retargeting ads matching strategies and related ad products.
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