统计与数据科学学院知识库

在互联网、智能手机高速发展和网络覆盖率飞快增长的今天，传统广告市场 竞争力下降，网络广告的崛起代表着第五大媒体广告开始重新构建广告市场的格 局。随着电子商务的发展，网络购物已然发展成为人们日常生活中的一部分，电 商广告应运而生成为网络广告中的“三巨头”之一，根据阿里发布的数据来看， 仅淘系内网络购物活跃用户就高达 6 亿左右，在一个用户数量如此庞大，并且购 物节销售额惊人的电商购物平台里，广告投放必然对于各大品牌有着重要的意 义。淘宝作为电商购物的一个重要的平台，其广告投放渠道多种多样，其中最主 要的是以定价类和竞价类的方式为所需要投放广告的企业和商家提供广告服务。 不同投放渠道需要投入不同的资金，设置相应的渠道组合，投放渠道之间的相互 组合以及曝光次数都会影响最后的购买流转情况，因此，用最少的费用达到最大 的流转以收到最大的利益成为了品牌方和广告商们最为关心的问题。本文基于阿 里系提供的各类广告投放渠道进行组合研究，设计在淘宝平台的广告投放方案， 在 S 品牌正式投入之前进行广告试投放计划并进行广告投放效果分析。通过单渠 道和多渠道广告效果分析得到多渠道投放效果明显优于单渠道投放，在此基础上 利用熵值法对各渠道曝光次数的影响进行分析，并结合路径投入资金对广告投放 渠道组合优化选择。本文希望能在在广告投放渠道组合、曝光次数以及投入资金 等方面找到一个适合品牌方广告投放策略。

Today, with the rapid development of the Internet and smart phones and the rapid growth of network coverage, the competitiveness of the traditional advertising market has declined, and the rise of online advertising represents that the fifth largest media advertising has begun to restructure the advertising market. With the development of e-commerce, online shopping has become a part of people’s daily lives. E-commerce advertisements have become one of the“big three”in online advertising. According to the data released by Ali, only Taobao’s internal network The number of active shopping users is as high as about 600 million. In an e-commerce shopping platform with such a large number of users and amazing sales during the shopping festival, advertising must be of great significance to major brands. As an important platform for e-commerce shopping, Taobao has a variety of advertising channels, the most important of which is to provide advertising services to companies and businesses that need to place advertisements in the form of pricing and bidding. Different delivery channels need to invest different funds and set up corresponding channel combinations. The combination of delivery channels and the number of exposures will affect the final purchase flow. Therefore, it is necessary to use the least cost to achieve the largest flow in order to receive the greatest benefits. This is the most concerned issue for brands and advertisers. This article is based on a combination of兰州财经大学硕士学位论文 基于淘宝平台 S 品牌广告投放组合策略研究 various advertising channels provided by the Alibaba Department, designing an advertising plan on Taobao platform, conducting an advertising trial plan and analyzing the effect of advertising before the official launch of the S brand. Through the analysis of single-channel and multi-channel advertising effects, it is found that the effect of multi-channel delivery is significantly better than that of single-channel delivery. On this basis, the entropy method is used to analyze the impact of the number of exposures of each channel, and combined with path investment funds to optimize the combination of advertising channels select. This article hopes to find a suitable brand advertising strategy in terms of the combination of advertising channels, number of exposures, and investment