【作者】 黄海燕；

【导师】 杜秀华；

【作者基本信息】 上海交通大学 ， 控制理论与控制工程， 2008， 硕士

【摘要】 在现代电视媒体经营中,政府拨款扶持将越来越少,因而如何依靠其广告资源增加收益,对电视媒体至关重要。本文主要研究电视广告销售过程中的广告资源合理分配问题。本文首先介绍了电视媒体现有的广告销售状态,总结出针对不同类型的客户,电视媒体主要采取的两个阶段的销售模式:广告前期销售市场和广告分散销售市场。然后分析了在两种不同销售模式下,广告销售面临各自不同的问题,包括在前期市场中为每一位广告大客户制定一份满足其各项指标要求的广告播放计划表、在分散市场中为某一广告时段选择合适广告组合等内容。通过大量的研究工作,针对两个阶段的销售市场问题,分别开发了不同解决系统。两个系统分别在各自不同的要求状态下,对广告资源进行合理的分配,实现资源优化配置。两个系统各自的模型和算法具有一定的通用性。通过对仿真结果的分析,证明了系统在电视媒体广告销售过程中是可行的、有效的。更多还原

【Abstract】 With the development of modern management, the funds, which is appropriated by government to the TV media is much less than before. So it is very important for the TV media to get more incomes by selling its advertisement resource. And it is necessary to be researched.This thesis studies how the TV media can allot its advertisement resource reasonably. Under the limited resources, the TV media can allot its resource according to the customers’requests, priority、and some other things during the selling advertisements in order to increase the income of the TV media.According to different customers, the selling marketing is divided into two different phases: the Up-Front marketing and the Scatter marketing. And different phases face different difficulties: how to make the schedule of advertisement for every customer based on their requests in the Up-Front marketing and how to choose the optimal combination in the Scatter marketing and so on.Based on the work mentioned above, two different systems for two phases are developed. These systems have been implemented in different phases. At last, the simulation results are given and these show the feasibility of algorithms. The prospect and development direction are also be mentioned.更多还原