), 朱春红 天津工业大学经济与管理学院, 天津 300387
收稿日期:2021-01-12发布日期:2021-07-22通讯作者:李稚E-mail:lizhi@tiangong.edu.cn基金资助:国家自然科学基金青年项目(72002153);全国统计科学研究项目(2019LY41);国家自然科学基金面上项目(41971249)The marketing strategy of online video based on danmaku-video: A bimodal analysis
LI Zhi(), ZHU Chunhong School of economics and management, Tiangong university, Tianjin 300387, China
Received:2021-01-12Published:2021-07-22Contact:LI Zhi E-mail:lizhi@tiangong.edu.cn摘要/Abstract
摘要： 随着互联网飞跃发展, 弹幕视频应运而生。这种新型的用户与视频交互方式具有新特性, 如用户情感表达实时动态性、情感分布多峰性。同时, 新特性也给实际研究工作带来挑战, 如用户画像刻画难度增大, 视频推荐和广告推送所需精度提高。现有研究尚未对弹幕视频的新特性进行深入分析, 也没有充分挖掘其本身所蕴含的学术研究价值。本文利用深度学习、自然语言处理技术、系统动力学方法, 结合心理学、市场营销学等多学科交叉前沿知识, 从数据驱动角度对弹幕视频数据进行分析和建模, 深度挖掘视频大数据潜在的商业价值。重点研究弹幕与视频双模态融合的情感识别方法; 构建带有用户情感特征的动态用户画像, 并建立基于用户画像的网络视频粘性营销机制; 分析用户情感与视频广告插播方式的相关性, 提出视频广告动态插播策略。丰富现有研究的同时, 为网络视频企业准确定位与分析用户需求, 创建高品质的智能营销平台供理论与决策支持。
图/表 10
图1本文研究内容框架图
图1本文研究内容框架图
图2弹幕文本模态特征提取网络图
图2弹幕文本模态特征提取网络图
图3弹幕评论与视频画面相关性示意图
图3弹幕评论与视频画面相关性示意图
图4网络视频平台粘性营销机制模型
图4网络视频平台粘性营销机制模型
图5基于动态用户画像的网络视频平台粘性营销机制模型
图5基于动态用户画像的网络视频平台粘性营销机制模型
图6“拼多多”广告眼动实验结果图
图6“拼多多”广告眼动实验结果图
图7“途牛”广告眼动实验结果图
图7“途牛”广告眼动实验结果图
图8弹幕文本与广告品牌的一致性示意图
图8弹幕文本与广告品牌的一致性示意图表1网络视频主题分类——广告类型归纳
| 主题 | 节目举例 | 广告类型 |
|---|---|---|
| 综艺 | 奇葩说第六集(爱奇艺) | 口播广告、视频浮层广告 |
| 演员请就位(腾讯) | 口播广告、视频浮层广告、创意中插广告、中播广告 | |
| 明星大侦探5(芒果TV) | 口播广告、创意中插广告、视频浮层广告 | |
| 电视剧 | 小欢喜(爱奇艺) | 创意中插广告、中播广告、视频浮层广告 |
| 三生三世十里桃花(腾讯) | 中播广告、创意中插广告 | |
| 海棠经雨胭脂透(芒果TV) | 中播广告、视频浮层广告 | |
| 电影 | 狙击手(爱奇艺) | 中播广告 |
| 中国机长(腾讯) | ||
| 动漫 | 海贼王(爱奇艺) | 中播广告、视频浮层广告 |
| 秦时明月之君临天下(优酷) | 中播广告、视频浮层广告、创意中插广告 | |
| 名侦探柯南(芒果TV) | 视频浮层广告 | |
| 体育 | 2019ATP男单总决赛—蒂姆VS贝雷蒂尼(爱奇艺) | 中播广告、口播广告 |
| NBA凯尔特人VS勇士(腾讯) | 中播广告 | |
| CBA 辽宁本钢VS八一(优酷) | 视频浮层广告 |
表1网络视频主题分类——广告类型归纳
| 主题 | 节目举例 | 广告类型 |
|---|---|---|
| 综艺 | 奇葩说第六集(爱奇艺) | 口播广告、视频浮层广告 |
| 演员请就位(腾讯) | 口播广告、视频浮层广告、创意中插广告、中播广告 | |
| 明星大侦探5(芒果TV) | 口播广告、创意中插广告、视频浮层广告 | |
| 电视剧 | 小欢喜(爱奇艺) | 创意中插广告、中播广告、视频浮层广告 |
| 三生三世十里桃花(腾讯) | 中播广告、创意中插广告 | |
| 海棠经雨胭脂透(芒果TV) | 中播广告、视频浮层广告 | |
| 电影 | 狙击手(爱奇艺) | 中播广告 |
| 中国机长(腾讯) | ||
| 动漫 | 海贼王(爱奇艺) | 中播广告、视频浮层广告 |
| 秦时明月之君临天下(优酷) | 中播广告、视频浮层广告、创意中插广告 | |
| 名侦探柯南(芒果TV) | 视频浮层广告 | |
| 体育 | 2019ATP男单总决赛—蒂姆VS贝雷蒂尼(爱奇艺) | 中播广告、口播广告 |
| NBA凯尔特人VS勇士(腾讯) | 中播广告 | |
| CBA 辽宁本钢VS八一(优酷) | 视频浮层广告 |
图9理论假设模型框架图
图9理论假设模型框架图参考文献 71
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