网络环境下的广告投放Vague决策模型研究  

Research on the Vague Decision Model of Network Advertising

作　　者：马志锋[1] 邢汉承[1] 郑晓妹[2] 

机构地区：[1]东南大学计算机系 [2]上海师范大学计算机系,上海200234

出　　处：《小型微型计算机系统》2002年第9期1071-1075,共5页Journal of Chinese Computer Systems

摘　　要：提出了基于 Vague链接倾向图的广告决策模型 .在分析网络广告有关特性的基础上 ,定义了 Vague关系的自反、对称与传递特性 ,特别强调了对于 Vague链接倾向图中的传递特性的应用 .通过计算广告与 Web链接网的总体匹配度 ,分析了广告在用户中所产生的不同影响程度 ,同时还给出了关于广告投放的 Vague决策算法 ,实现了在广告预算经费一定的前提下 ,如何投放广告于不同的A decision model of advertising based on a link tendency graph is proposed. After discussing the related properties of network advertisement, the reflexivity, symmetry and transitivity of vague relation are defined in comparison with fuzzy relation. Among these properties, the transitivity of vague link tendency graph is extremely emphasized in the paper. By calculating the matching degree between the advertisement and link network, the influence of an advertisement to the users is analysed. A vague decision algorithm for network advertising is presented so as to gain the maximal profits when the advertising budget is fixed.

关 键 词：网络环境 广告投放 Vague决策模型 Vague矩阵 VAGUE集 网络营销 商业 INTERNET 

分 类 号：F713.8[经济管理—广告] TP393.4[经济管理—产业经济]