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论文编号：	948
作者编号：	2120071899
上传时间：	2009/5/25 19:03:49
中文题目：	网络旗帜广告效果评价研究
英文题目：	Study on Evaluating the Intern
指导老师：	石鉴
中文关键字：	电子商务;旗帜广告;效果评价;模<
英文关键字：	E-commerce;Banner Advertising;
中文摘要：	随着网络技术的迅速发展和全球信息化的不断深入，互联网也已成为继传统的电视、广播、报纸、杂志媒体之后的第五大媒体。以互联网为传播媒介的网络广告（Internet Advertising）随着网络规模的快速膨胀而迅速发展。在电子商务时代，由于生产者与消费者之间中间环节的减少，网络广告作为生产者与消费者之间的桥梁，消费者对产品的选择更加依赖于广告。 网络广告市场规模的不断扩大，如何评价网络广告的效果成为了各广告商和广告主所关心的问题。而目前所存在的评价方法，无论是CPM还是CPC，都是基于网页（广告页）被展示的次数所进行的效果评价，评价指标忽略了网络广告对于品牌建立等方面的效果，让人难以信服。寻找一个综合、全面、让人信服的网络广告效果评价方法，对于网络广告的各方参与者来说有着十分积极的意义。 本文以目前较为流行的旗帜广告的效果评价为研究对象，首先应用文献研究法，在现有文献的基础上，进行总结分析，回顾了旗帜广告或者网络广告及其评价方法的研究理论，指出现有效果评价方法的缺陷，提出了一套较为全面的旗帜广告效果评价指标体系。同时，应用定性与定量相结合的研究方法，采用专家打分法，对指标进行优化，在确保指标体系质量的同时，根据评价对象的模糊性特点，评价指标难以量化的特点，遵循综合评价方法的选取原则，选择使用了模糊综合评价法作为本文的评价方法。为了说明该评价方法的使用过程、验证指标体系和所选评价方法的合理性，本文将采用实证的方法验证该方法的可行性和评价体系的合理性。 本文的创新点是综合考虑了影响旗帜广告效果的主要因素，建立了旗帜广告效果的评价指标体系，运用模糊综合评价方法对网络广告的效果进行评价。在内容创新上，不再采用之前学者所研究的基于广告浏览量的CPC、CPM评价方法，而是建立了一个考虑到多方面影响因素的指标体系；在方法上，不再采用简单的数量统计方法，而是采用适用于多指标体系的模糊综合评价方法。
英文摘要：	With the rapid development of network technology, the Internet has become another important media after television, radio, newspapers and magazines. Internet Advertising has been expanding rapidly with the development of Internet. In the era of E-Commerce, since there is less intermediation between producers and consumers, consumers’ choice of product become more dependent on Internet advertising, which are as a bridge between the producers and consumers. Although Internet advertising market continues to expand, it is the main concern between advertisers and advertising to assess the effectiveness of Internet Advertising. At present, the existing evaluation methods, CPM or CPC, are based on the demonstration of website (advertising pages). Neglecting areas such as brand-building, these methods are difficult to verify themselves. In this thesis, we study on the evaluation of the effectiveness of the banner advertising, which is the most popular type for now. First of all, the literature research method is used to make a summary and analysis on the basis of a review of a number of papers. We review the papers of the banner ads or online advertising, point out the defects of the evaluation methods, and set up the evaluation of indices system of the banner advertising effectiveness. At the same time, both the qualitative and quantitative method is used. In order to insure the quality of the indices system, the experts are invited to grade and optimize the indices system. Because of the fuzzy feature of evaluation index, this thesis selects the fuzzy comprehensive evaluation. In order to explain and verify the process of this evaluation method, this thesis will use empirical methods to verify the feasibility and rationality of the method. The innovation of this dissertation is the establishment of a banner ad performance evaluation indices system and the use of fuzzy comprehensive evaluation method on evaluating the effectiveness of banner advertising. On one hand, this thesis is no longer used for research by scholars before the ad-based views of the CPC, CPM evaluation method, but the establishment of the evaluation indices system which to take account of the multi-influencing factors of effectiveness. On the other hand, the evaluation method is no longer a simple statistical method, and we use the fuzzy comprehensive evaluation method of multi-index system.
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