臺灣博碩士論文加值系統

為因應消費者多屏跨螢與重視互動性的網路使用習慣，數位行銷工具與手法推陳出新，將數位行銷帶入導致數位廣告全球競爭趨勢變遷異常快速，消費者對於廣告訴求內容的需求也越來越難以掌握，對於廣告企業主如何因應這樣的趨勢，已經成為商品或是企業廣告的成敗關鍵。廣告前測是一種客製化的廣告研究類型，通常以廣告主需求設計並進行市場調查，以瞭解受眾對於廣告或行銷方案的認知與感受，作為廣告策略之參考依據。本研究旨在探討如何運用社群網路輿情分析資料作為廣告執行前的預測。
自從資料大數據被提出後形成顯學加上AI人工智慧的崛起，企業主對於廣告策略是否能透過資料科學分析消費者需求，從大量的資料中分析出新的廣告策略，以找到新的銷售契機就成為各家公司從總經理室到研發製造單位、行銷部門甚至公關室與客服部門都非常重要的事情。一般而言我們知道包含數位廣告三大組成元素，即：廣告主(出資製作廣告內容以達成其行銷產品或是某種商業訴求目的者)、廣告平台(電視媒體、部落客、網路平台….等)，以及廣告受眾。這其中絕大部分的成本是來自於廣告主，所以對於廣告主而言如何運用廣告前測期望透過對廣告受眾的喜好或是觀點、認同度等做出分析，掌握能真正帶來消費人次(潛在買家)的網路文章，再藉由數位口碑與文字探勘技術對口碑文章進行解析，萃取真正影響消費意願的動機、訴求、觀點等。最後再透過這些資料對品牌熱詞、品牌線索發展、消費社群畫像，分析品牌力與品牌趨勢後建構足以輔助廣告行銷策的品牌力決策等，此一資訊架構將可協助廣告主降低廣告資源的浪費之外還可以針對不同平台的訴求不同價值觀點以增加廣告受眾者的認同進而增加營收與獲利。本研究將以實例說運用輿情分析在廣告前測上對於數位廣告的重要性。

SUMMARY
With the trend of the multi-screen and cross-platform customer behavior and informed customers, the marketing landscape has evolved dramatically in response to customer trend in digital advertising industry. The critical element leading to marketing success is to leverage right channel and content to connect with current and potential customers. Therefore, it is vital for businesses to develop more diverse and customer-centric marketing strategy to satisfy customer demands and expectations from different channels and platforms in the digital society.

The advertising pre-testing is a type of customized advertising research, which is conducted based on the requirements from business owner to obtain insights into customer perception and cognition toward the advertising. The output of pre-testing helps optimizing advertising before launching a campaign. The purpose of our research is to develop an opinion-analytics model of social media to assist advertising pre-testing in a more effective manner by application of text mining techniques.

Keyword: Digital Advertising; public Opinion Analysis; Big Data; Brand; eWOM

摘要 I
Abstract II
致謝 VII
目錄 VIII
圖目錄 XI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與重要性 5
第四節 論文架構 6
第二章 文獻探討 7
第一節 數位廣告 7
第二節 文字探勘與輿情分析 10
第三節 網路口碑 (eWOM) 13
第四節 小結 15
第三章 研究設計與方法 17
第一節 問題描述 18
第二節 資料蒐集與預處理 18
第三節 文字探勘作業 20
第三節 分析模型建構 23
第四節 小結 26
第四章 研究過程與結果分析 27
第一節 資料預處理與文字探勘作業 27
第二節 關鍵字與關鍵議題萃取 28
第三節 品牌聲量-網路媒體經營策略分析 29
第四節 品牌力診斷 40
第四節第一項 品牌指名度 41
第四節第二項 品牌認同度 42
第四節第三項 品牌好感度 43
第四節第四項 品牌忠誠度 45
第四節第五項 品牌綜合指數 46
第五節 廣告前測情報 49
第五節第一項 品牌熱詞比較 49
第五節第二項 品牌線索發展 50
第五節第三項 社群語意畫像 59
第五節第四項 綜合分析 64
第五章 結論與建議 67
第一節 結論與貢獻 67
第二節 研究限制 69
第三節 未來研究方向 70
參考文獻 71

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