电商在线广告的投放效果综合评价  

A Comprehensive Evaluation of the Placement Effectiveness of E-Commerce Online Advertisements

作　　者：蒋秀月 赵胜利 吴圆圆 彭德烊 Xiuyue Jiang;Shengli Zhao;Yuanyuan Wu;Deyang Peng(College of Science,Chongqing University of Technology,Chongqing)

机构地区：[1]重庆理工大学理学院,重庆

出　　处：《新闻传播科学》2025年第2期224-234,共11页Journalism and Communications

摘　　要：随着互联网的迅速发展,各家公司也相继将视线聚焦于网络广告领域,并将其列为重要的营销渠道,从而激发了网络广告行业的蓬勃发展。本文在此大背景下,利用广告投放的历史数据建立起一套广告评价体系,以评估历史广告投入的效果,进而使企业达到更高的市场竞争力。本文以某企业在亚马逊平台2022年的广告投放真实数据为例,选取了该企业的一个产品,综合运用主观评价和客观评价方法对该产品投放的各类广告效果进行评价。同时为了减少投放时长对广告效果评分的影响,分别对历史数据进行长期评价和短期评价。根据评分结果,帮助企业分析该产品历史广告投放效果,通过短期评价也可以帮助该企业分析该产品近期适合投放哪种类型的广告。通过综合分析,以便企业在未来制定更加科学合理的广告投放策略。同时本文的综合评价的方法也可以应用到其他产品上,对企业的产品后续广告投放提供更好的方向。With the rapid development of the Internet,companies have also successively focused their attention on the field of online advertising and listed it as an important marketing channel,thus stimulating the booming development of the online advertising industry.In this paper,against this background,a set of advertising evaluation systems is established by using the historical data of advertisement placement to assess the effect of historical advertisement investment,which in turn enables enterprises to achieve higher market competitiveness.In this paper,taking the real data of an enterprise’s advertisement placement on the Amazon platform in 2022 as an example,a product of the enterprise is selected,and subjective and objective evaluation methods are comprehensively applied to evaluate the effects of various types of advertisements placed on the product.At the same time,in order to reduce the impact of the length of the placement on the advertisement effect score,long-term evaluation and short-term evaluation are conducted on the historical data respectively.According to the scoring results,it helps the enterprise to analyse the historical advertising effect of the product,and the short-term evaluation also helps the enterprise to analyse which type of ad-vertisement is suitable for the product in the near future.Through the comprehensive analysis,the enterprise can formulate a more scientific and reasonable advertising strategy in the future.At the same time,the comprehensive evaluation method in this paper can also be applied to other prod-ucts to provide a better direction for the subsequent advertising of the enterprise’s products.

关 键 词：熵值法 G1法 电商广告 综合评价 

分 类 号：F713.5[经济管理—市场营销]