基于马田系统和VIKOR方法的网络广告效果评价研究  

The Evaluation of Online Advertising Effects Based on Mahalanobis-Taguchi System and VIKOR Method

作　　者：周慧妮 吴鹏[1] 王筱纶 ZHOU Hui-ni;WU Peng;WANG Xiao-lun(School of Economics and Management,Nanjing University of Science£ind Technology,Nanjing 210094,China)

机构地区：[1]南京理工大学经济与管理学院,江苏南京210094

出　　处：《数学的实践与认识》2020年第6期62-73,共12页Mathematics in Practice and Theory

基　　金：国家自然科学基金(71774084);国家自然科学基金青年项目项目(71802108)。

摘　　要：随着网络广告类型的不断增多,选择投放合适的网络广告已成为决定企业广告投放成功的关键.首先从网络广告投放流程的视角出发,基于广告设计、传播效果、经济效益等三个维度构建了网络广告效果评价指标体系,并根据一级指标的数据特征将其划分为定性和定量指标;其次,结合VIKOR方法与马田系统的相关思想,评价网络广告的效果并给出具体的评价步骤;最后,通过实证研究、灵敏度实验测试以及对比分析表明,方法实施过程科学有效且评价结果稳定可靠,对企业投放的网络广告类型的选择有着较强的指导意义.With the increasing of online advertising types,enterprise selects the reasonable online advertising types has become the key to success.First,the evaluation index system of online advertising is constructed in the light of the delivery process,and three dimensions included advertisement design,communication effects and economic benefits are introduced.Then,the specific evaluation steps of online advertising are presented using the MahalanobisTaguchi System(MTS)and VIKOR Method.Finally,the implementation process of the new method is presented.Furthermore,the sensitivity test and the comparative analysis are conduced to show that the evaluation result is stable and reliable The paper has a strong guiding significance for the enterprise on the choices of online advertising types.

关 键 词：网络广告类型 评价指标 马田系统 VIKOR 

分 类 号：F713.8[经济管理—广告]