摘要
广告投放是企业获得实际经济利益的方法之一。以电子商务环境为背景,研究了企业网络广告投放的网站选择问题。以传播效能评估法为评估标准,在企业广告费用预算一定的条件下,建立了广告投放网站最优选择的两目标决策问题数学模型,使得各广告投放的总传播效能最大且总广告费用最低。采用粒子群算法求解模型,仿真结果表明了模型和算法的合理性。
The advertising investment is one of the ways to obtain the actual economic benefits of the enter- prise. Based on the background of e-business environment, websites selection problems of the enterprise net- work advertising are researched. The effectiveness assessment method is taken as the evaluation criteria, a du- al- objective decision mathematical model is established to solve the websites selection problems, under the constraint of fixed advertising budget, such that the total effectiveness is maximum and the advertising cost is minimum. The particle swarm optimization algorithm is used to solve the model, and the simulation result shows that the algorithm is reasonable.
出处
《辽宁科技大学学报》
CAS
2013年第6期598-602,607,共6页
Journal of University of Science and Technology Liaoning
关键词
广告投放
网站选择
传播效能评估法
多目标决策
粒子群优化算法
network advertising
websites selection
evaluation method of propagation efficiency
multi-objec-tive decision
particle swarm optimization algorithm
