臺灣博碩士論文加值系統

行動行銷與廣告是針對特定消費族群不同時段與地區的關聯下，進行有效的廣告宣傳，而新型態行動廣告是一種可以被客製化的行動廣告，是針對目標客戶群想得知且正確有相關性的、有價值性的甚至預先被允許的商業資訊。

主要研究對象為台灣生鮮超市行動應用程式促銷訊息，行動廣告當中有許多的廣告訊息，但每個檔次的促銷訊息是否對消費者產生最大的效果是無從得知的，在此探討行銷企劃中所需於手機廣告呈現各檔次的賣場活動、產品價格及賣場所特別遵循的潛規則。手機行動廣告上的促銷訊息及版面順序的重要程度，如消費者最直接感受的是價格的，其次是保存期限，則必須將滿足前兩者的商品訊息擺進版面的最前端以利消費者了解最新消息。

論文中，將以互動式遺傳基因演算法針對行銷企劃進行最佳化。互動式遺傳演算法（Interactive Genetic Algorithm, IGA）即為解決主觀意識較深的問題所發展而來的，IGA 的主要概念就是在GA的基礎下，希望以人的主觀判斷，來取代GA中的適應函數，也就是由人類來決定個體演化的方向。

藉由互動式演算法與企劃人員互動問答，論文中將進行多媒體廣告訊息展示順序最佳化之工作，並以所得最佳解反向探討多媒體廣告訊息各式參數與行銷企劃重點方向之相關性，所得成果可用於新的行銷活動中，自動配置多媒體廣告訊息之呈現順序。

Mobile marketing and advertising for specific consumer groups different time periods and regions associated effective advertising, is a new type of mobile ad can be customized mobile ad is targeted customer base would like to know the correctrelevant and valuable even be allowed in advance commercial information

Main object of study for the promotional message of supermarkets in Taiwan mobile applications, mobile ads which many advertising messages, promotional messages for each grade produce the maximum effect is no way of knowing whether consumers to discuss in this marketing planning. various grades of store activities to be presented in the mobile advertising, product prices and stores follow the unspoken rules.Mobile phone mobile ad promotional messages and layout for the order on the degree of importance, such as consumers are most directly feel the price, followed by the shelf life, you must meet the first two commodities message put into the forefront of the forum to help consumersFor the latest news

Paper, will be an interactive genetic algorithm optimized for marketing planning.Interactive Genetic Algorithms (Interactive Genetic Algorithm IGA) is to solve the deeper problem of subjective consciousness of the future development, IGA main concept is the basis of GA, it is desirable to replace the subjective judgment of the people, GA the direction of the fitness function, which is to determine by the human individual evolution

Interactive quiz by interactive algorithms and planning staff, multimedia advertising message presentation order to optimize the work will also explore multimedia advertising messages kinds of parameters marketing planning focus on the direction and the resulting optimal solution reverseobtained results can be used to automatically configure new marketing activities, the order of presentation of multimedia advertising message

第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 名詞釋義 2
1.4 研究流程 3
第二章 文獻探討 5
2.1 廣告 ……………………………………………..…….5
2.2 廣告定義 5
2.3 傳統廣告媒體 6
2.4 廣告類型 7
2.5 行動平台 8
2.6 行動廣告 9
2.7 廣告訊息內容 11
2.8 遺傳演算法運算結構 12
2.9 交談式遺傳演算法 17
2.10 交談式遺傳演算法的應用 18
第三章 研究設計 20
3.1 研究架構與流程 20
3.2 染色體與促銷訊息的表示 21
3.3 互動促銷訊息系統描述 22
3.4 使用者測試互動式系統 24
3.5 互動式系統效益評估實驗設計 25
第四章 實驗與討論 26
4.1 互動式遺傳基因演算法 26
4.2 屬性參數設定 28
4.3數據討論………………………………………………………..30
第五章 結論與建議 35
5.1 結論 ……………………………..……………...…………...35
5.2 建議…………… 36
參考文獻….. 37

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