消费者情境的发掘——大数据时代广告投放的新水平  

The Exploration of the Consumer Situation: a New Level of Advertising in the Age of Big Data

作　　者：张辉锋[1] 吴文汐[2] 

机构地区：[1]中国人民大学新闻学院,北京100872 [2]东北师范大学传媒科学学院,吉林长春130117

出　　处：《西北大学学报（哲学社会科学版）》2014年第4期156-161,共6页Journal of Northwest University：Philosophy and Social Sciences Edition

基　　金：中国人民大学科学研究基金(中央高校基本科研业务费专项资金资助)项目(11XNI013);北京市哲学社会科学规划项目(13WYB034)研究成果

摘　　要：情境是消费者所处的特定时空以及与该时空有关的各种因素的集合体,如果能找到情境并直接针对其投放广告,则广告效果会得到前所未有的提升;情境包括物理情境、关系情境和心理生理情境三大维度的因素;大数据技术将有助于准确定位目标消费者,并在此基础上,全面发掘目标消费者的三维即时状态数据,进而挖掘出目标消费者的情境。A consumer situation comprises a point in time and space where a consumer stands and all factors related with the point. If the consumer situation could be found and the advertising information could be advertised towards right consumers in right situations, the advertising effect will improve dramatically. The situation includes three dimensions： physical situation, relationship situation and physiological and psychological situation. In virtue of big data, the target consumers can be positioned precisely and the data of the three - dimensional situation can be explored. Then, the situations of target consumers could be found.

关 键 词：消费者情境 大数据 广告投放 

分 类 号：F713.82[经济管理—广告]