【摘要】 在广告网络的运营管理中,根据顾客分类和广告目标市场定位构造了顾客与广告匹配程度的模糊关系矩阵,同时通过调查各类顾客访问网站的频率,获得用户对网站确认度的模糊关系矩阵·以这两个矩阵为基础,顾客为桥梁,得到广告与Web站点总体匹配程度的关系·基于此关系矩阵构造了最大化广告与站点总体匹配程度的模型,采用模糊化的广告预算约束,使模型更接近实际·利用容差法中的Werner对称模型将模糊优化模型进行清晰化处理,进而可采用整数线性规划的方法对模型求解,模型的解为广告网络的在线广告投放决策提供了理论依据·更多还原

【Abstract】 A fuzzy relation matrix of matching degree between customer and advertising was constructed for the operation and management of advertising network, according to the classification of customers and the advertising orientation of target marketing. At the same time, a fuzzy relation matrix measuring the customers’ interesting level to the website was obtained by investigating the frequency on which different kinds of customer visit the website. The relationship of matching degree between advertising and website was thus obtained on the basis of these two matrixes and bridged by customers. Grounded on this relation matrix, a web advertising launch decision model maximize the general matching degree between advertising and website was established, which introduced the fuzzy constraint on advertising budget to make the model more close to the reality. The fuzzy optimized model was transferred to a linear programming model by use of Werner symmetric model in tolerance approach so as to make it able to be solved by the approach of integral linear programming. The solution of this model provides a theoretic basis for the web advertising launch decision.更多还原