Design And Implementation Of Personalized Advertising System Based On Microblog Opinion Leader

The21st century is a rapid developing era of science and technology. The arrival of the information age has changed the developing path of all industries, especially for traditional advertising. Internet advertising, with its natural advantage, has quickly occupied the high place in the advertising marketing. And with the hot of Sina, Tencent microblogging platform’s, microblogging advertising has become the most contested field of network marketing.Currently there are many microblogging marketing platforms such as micro-propagation, micro-pushing, microblogging360.Generally speaking, microblogging marketing platform is still in the primary stage. To use this means properly there are still some problems to be addressed in depth. Firstly, the marketing value chain is fragmented and pending further integrate and improvement. Secondly, most of the contents are shoddy and the content needs to be strengthened. Thirdly, it is lack of precision_analysis and the pure advertising is easy to cause resentment of the user. Fourthly, it is lack of multi-dimension and detailed marketing data and statistical analysis.Therefore, a personalized advertising system based on microblogging opinion_leader is proposed in this paper. Detailed consideration has been given to the controller of personalization process. It ensures the order basic flow and provides the services such as opinionleader’s automatic filter, automatic text-matching for daily topic and advertising content, personalized recommendations, statistical analysis of delivery result to achieve the precision of advertising.This paper is aimed to elaborate the system in detail and clearly. The paper is mainly formed by six chapters. Chapterl is the brief description of the background knowledge involved in this system such as is microblogging marketing, opinion leaders. Chapter2conducts a detailed system needs analysis from three aspects like system positioning, system functional requirements the system target. Chapter3describes the overall design of the system, including system architecture and modular division. Chapter4introduces the implementation techniques and internal designs and implementation details for core modules. Chapter5presents the deployment and testing. Chapter6is a systematic summary and prospect.