广告关键字群组角色组合投资预测研究

刘冬宁; 武小亮; 卢明健; 卢明俊

doi:10.12052/gdutxb.170144

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广告关键字群组角色组合投资预测研究

综合研究 | 更新时间：2026-05-27

- 广告关键字群组角色组合投资预测研究
- Bidding Prediction of Advertisement Keywords via Group Role Combination
- 广东工业大学学报 2018年35卷第3期页码：54-60
- 作者机构：
  
  1. 广东工业大学　计算机学院,广东,广州,510006
  2. 深圳大学　土木工程学院,广东,深圳,518060
- 作者简介：
  
  刘冬宁(1979–)，男，副教授，博士，主要研究方向为协同计算、人工智能逻辑. E-mail：liudn@gdut.edu.cn
- 基金信息：
  
  国家自然科学基金资助项目(61402118);广东省科技计划项目(2016B010108007);广州市科技计划项目(201604020145);广州市天河区科技计划项目(201602YH029)
- DOI：10.12052/gdutxb.170144
  中图分类号：
- 网络首发：2018-05-09，
  
  纸质出版：2018
- 稿件说明：
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刘冬宁, 武小亮, 卢明健, 卢明俊. 广告关键字群组角色组合投资预测研究[J]. 广东工业大学学报, 2018, 35(3): 54-60.

Liu Dong-ning, Wu Xiao-liang, Lu Ming-jian, et al. Bidding Prediction of Advertisement Keywords via Group Role Combination[J]. 2018, 35(3): 54-60.
刘冬宁, 武小亮, 卢明健, 卢明俊. 广告关键字群组角色组合投资预测研究[J]. 广东工业大学学报, 2018, 35(3): 54-60. DOI： 10.12052/gdutxb.170144.

Liu Dong-ning, Wu Xiao-liang, Lu Ming-jian, et al. Bidding Prediction of Advertisement Keywords via Group Role Combination[J]. 2018, 35(3): 54-60. DOI： 10.12052/gdutxb.170144.

摘要

为解决广告投入成本受限时通过在线关键词投资与组合使营销利润最大化及投资合理化问题

以“基于角色的协同”工程方法及其E-CARGO模型对淘宝商家的广告关键词投资问题进行建模

结合历史数据

采用群组角色组合线性规划方法对广告关键词投资做效益计算

以获得周期性历史数据预测与支持下的广告关键字最佳投资方案. 通过实验仿真论证

该方法高效、可靠

能使投资者在投资费用受限情况下尽可能利润最大化

并对投资回报率问题与投资区间进行了分析

经过定量计算与定性分析给出理性投资建议.

Abstract

With respect to the cost of advertising investment being limited

the processing of rationalizing and maximizing marketing investment via online keyword bidding is hard. In order to solve this problem

an optimization method is proposed

which is based on Role-Based Collaboration (RBC) and its E-CARGO model. According to history data

it models the problem by mapping keywords and their combinations to roles and groups (Group Role Combination) and using linear programming to obtain the best investment prediction. The proposed methods are verified by simulation experiments. The experimental results present the practicability of the proposed solutions. Using the proposed methods

decision makers need only to provide investment budget. The maximal profitability

the rate of return and the investment range are obtained.

关键词

Keywords

references

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KIREYEV P, PAUWELS K, GUPTA S. Do display ads influence search? Attribution and dynamics in online advertising [J]. International Journal of Research in Marketing, 2016, 33(3): 475-490.

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