网络定向广告研究现状及趋势探析  

Analysis on Status Quo and Trend of Researches on Network Targeted Advertising

作　　者：刘登福 成全[1] 

机构地区：[1]福州大学经济与管理学院,福建福州350116

出　　处：《情报探索》2015年第10期34-38,共5页Information Research

基　　金：福建省(2014)高校杰出青年科研人才培育计划项目"面向学科领域的数字资源关联网络构建及其深度挖掘研究"(项目编号:JAS14042)成果

摘　　要：对CNKI数据库与SCI数据库中近10年有关网络定向广告的论文进行分析。发现对网络定向广告的研究可以分为基于行为的网络定向广告和基于内容的网络定向广告;对于网络定向广告投放方法及其应用,特别是对用户画像与大数据、数据挖掘结合的研究将成为新的热点。The paper analyzes articles on network targeted advertising included in CNKI and SCI in recent 10 years, finds out that researches on network targeted advertising can be divided into behavior-based network targeted advertising and content-based network targeted advertising, and researches on methods of network targeted advertising and their application, especially on combination of us- er＇s portrait with big data and data mining, will become new hotspots.

关 键 词：网络定向广告 用户行为 用户内容 

分 类 号：F713.8[经济管理—广告]