研究生: |
鄭彤怡 Cheng, Tung-I |
---|---|
論文名稱: |
類神經網路在行銷主軸與產品文案應用 Application of artificial neural network to determine product marketing structure and content |
指導教授: |
施人英
Shih, Jen-Ying |
學位類別: |
碩士 Master |
系所名稱: |
高階經理人企業管理碩士在職專班(EMBA) Executive Master of Business Administration |
論文出版年: | 2018 |
畢業學年度: | 106 |
語文別: | 中文 |
論文頁數: | 40 |
中文關鍵詞: | 深度學習 、自然語言 、文本生成 、產品行銷 、文案 |
英文關鍵詞: | Copywriting generator, Product Marketing |
DOI URL: | http://doi.org/10.6345/THE.NTNU.EMBA.045.2018.F08 |
論文種類: | 學術論文 |
相關次數: | 點閱:181 下載:31 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
一個好的行銷文案計劃需要許多專業的角色共同完成,創意的策略及設計通常需要長時間生活的內化, 所以文案沒有對與錯而是能不能勾動閱讀者的感受。
對於管理者的難題,常常也在於無法量化或有快速有效的方式獲得提案,產品的週期往往也會在反覆的討論與無法判斷選擇提案的可行性中讓產品時程有所滯延。
2018科技話題圍繞著人工智慧AI (Artificial Intelligence) ,AI提供世界許多解決方案,用AI來生成行銷語言,使用自然語言處理和生成比人力撰稿花費的時間短,也有可快速量化、生成和優化的優勢。
本研究著重探討商業行為裡行銷活動中的文案是否可利用深度學習與自然語言處理來生成文案之可行性的評估與相關實驗,以期利用該類系統應用於文案生成的結果來有效減少傳統人力作業模式的資源耗損,藉由增加效率來解決管理上的問題。
Marketing related activities have got more and more importance in the business world nowadays, and to write a decent copywriting gets even more considerable among all kinds of work related to digital marketing. There is no good or bad copywriting, the only thing matters is: Can it resonate the most with target audience? Inspired by sophisticated AI provides all kind of solutions and both of a very trendy AI application, NLP and highly appreciation of creating touching copywriting when running a business, the theme of this thesis is to study whether AI can automatically generate useful copywriting by training a designated RNN model with a large amount of existing copywriting data and then having a business category chosen as a keyword to input.
This kind of technology could significantly reduce human effort of manually constructing slogans or promoting sentences. In addtion, efficiency brought by such application would help business managers to avoid back and forth discussion which could delay projects and not able to compete in current rapid business environment.
一、 英文文獻:
Sheldon, A(1911). Successful Selling, USA, Kessinger Publishing, Rare Reprint Series, Part 1.
Earl Robert Babbie(2010). The Practice of Social Research. 12th ed. Belmont, CA: Wadsworth Cengage.
Jason Brownlee (2016). Retrieved March 2 2018, from https://machinelearningmastery.com/what-is-deep-learning/
Steve Cassidy (2002). Speech Recognition. (Department of Computing, Macquarie University COMP449) Abstract retrieved March 2 2018, from http://web.science.mq.edu.au/~cassidy/comp449/html/index.html
Ruth Colmer (2017).「The Flesch Reading Ease and Flesch-Kincaid Grade Level.」.Readable.io.Retrieved 2018, April 17,from: https://readable.io/content/the-flesch-reading-ease-and-flesch-kincaid-grade-level/
Michał Chromiak (2017). Retrieved March 2 2018, from https://mchromiak.github.io/articles/2017/Nov/30/Explaining-Neural-Language-Modeling/#.WvavoYiFPIU
Deeplearning4j (2017) A Beginner’s Guide to Recurrent Networks and LSTMs. Abstract retrieved March 2 2018, from https://deeplearning4j.org/lstm.html
Poole, David; Mackworth, Alan; Goebel, Randy (1998). Computational Intelligence: A Logical Approach. New York: Oxford University Press. ISBN 0-19-510270-3.
Evolution: from vanilla RNN to GRU & LSTMs (n.d.) .Retrieved April 10 2018 from: https://docs.google.com/presentation/d/1UHXrKL1oTdgMLoAHHPfMM_srDO0BCyJXPmhe4DNh_G8/pub?start=false&loop=false&delayms=3000&slide=id.g24de73a70b_0_0
Nichole ElizabethDeMeré.(2015) .Retrieved April 25 2018 from :https://blog.hubspot.com/marketing/copywriting-lessons-joanna-wiebe
Citation. Flesch, R (1948). A new readability yardstick. Journal of Applied Psychology. 32(3), 221-233.
Frank Gannon (2001).EMBO Rep. Sep;2(9):743.
黃鑫 (2013, May 13). Andrew Ng: Deep Learning, Self-Taught Learning and Unsupervised Feature Learning [Video file]. Retrieved from https://www.youtube.com/watch?v=n1ViNeWhC24
Ben Hamner. (2014, April 4). Ben Hamner: Machine Learning Gremlins [Video file]. Retrieved from https://www.youtube.com/watch?v=tleeC-KlsKA
import.io (2015, December 11). Andrew Ng :Why should you care about deep learning [Video file]. Retrieved from https://www.youtube.com/watch?v=O0VN0pGgBZM
Jonbruner. (2017) .May 5 2018 from : https://github.com/jonbruner/generative-adversarial-networks/blob/master/gan-notebook.ipynb
Chung, J., Gulcehre, C., Cho, K., & Bengio, Y. (2014). Empirical evaluation of gated recurrent neural networks on sequence modeling. In NIPS 2014 Workshop on Deep Learning, December 2014
Kejin Jin (2017). Retrieved March 2 2018, from https://medium.com/syncedreview/language-model-a-survey-of-the-state-of-the-art-technology-64d1a2e5a466
Ian J. Goodfellow, Jean Pouget-Abadie, Mehdi Mirza, Bing Xu, David Warde-Farley, Sherjil Ozair, Aaron Courville, Yoshua Bengio (2014). Generative Adversarial Networks. arXiv:1406.2661
MMC venture (2016).Retrieved April 10 2018 from: https://medium.com/mmc-writes/artificial-intelligence-in-the-uk-landscape-and-learnings-from-226-startups-70b9551f3e4c
Vartul Mittal(2017). Retrieved April 10 2018 from: https://medium.com/@vratulmittal/top-15-deep-learning-applications-that-will-rule-the-world-in-2018-and-beyond-7c6130c43b01
Michael Masterson(2007) .Retrieved April 17 2018 from : https://www.awai.com/2007/11/peer-review/
Fabrizio Milo (2017).「What happened at the Tensorflow Dev Summit 2017 - Part 1/3: Community & Applications」. Towards Data Science.Retrieved 2018, April 1,https://towardsdatascience.com/what-happened-at-the-tensorflow-dev-summit-2017-part-1-3-community-applications-77fb5ce03c52
Christopher Olah(2015). Retrieved April 2 2018 from: https://www.theguardian.com/careers/become-a-copywriter-top-tips
Persado(n.d.).Persado Enterprise, Introducing Persado One. Retrieved April 17 2018 from:https://www.persado.com/
Lennie P. The Cost of Cortical Computation[J]. Current Biology Cb, 2003, 13(6):493-7.
Priyanka, R(2013). AIDA Marketing Communication Model: Stimulating a purchase decision in the minds of the consumers through a linear progression of steps, International Journal of Multidisciplinary Research in Social Management, Vol. 1 , pp 37-44.
Rakkiyappan, R.; Chandrasekar, A.; Lakshmanan, S.; Park, Ju H. (2 January 2015). Exponential stability for markovian jumping stochastic BAM neural networks with mode-dependent probabilistic time-varying delays and impulse control. Complexity. 20 (3): 39–65
新智元.(2017). Retrieved May 2 2018 from : http://www.sohu.com/a/229539176_473283
Joseph Sugarman (2007). The Adweek Copywriting Handbook .John Wiley and Sons Ltd, United Kingdom
Derryck Strachan (2013) .Retrieved April 2 2018 from: https://www.theguardian.com/careers/become-a-copywriter-top-tips
Philip T. Kotler and Gary Armstrong (2005). Principles of Marketing. Toronto: Pearson Education Canada. pp. 67-70.
LeCun, Y., Bengio, Y., & Hinton, G. (2015). Deep learning. nature, 521(7553), 436.
二、中文文獻:
邱炯友(2003)。學術電子期刊同儕評閱之探析。教育資料與圖書館學,40(3),309-323。
宋曜廷、陳茹玲、李宜憲、查日龢、曾厚強、林維駿、張道行、張國恩(2013)。中文文本可讀性探討:指標選取、模型建立與效度驗證。中華心理學刊,55(1),75-106。
陳建宏、蔡筱倩、郭伯臣、廖晨惠、楊裕貿(2013)。電腦自動化文本分析與詞類之探究。EITS2013數位教學暨資訊實務研討會,南台科技大學。
LYNN (2017)。民107年4月20日 取自: https://hellolynn.hpd.io/2017/11/10/2012%E5%B9%B4%E4%BB%A4%E6%B7%B1%E5%BA%A6%E5%AD%B8%E7%BF%92%E5%92%8Cnvidia%E8%82%A1%E5%83%B9%E7%81%AB%E7%88%86%E8%B5%B7%E4%BE%86%E7%9A%84%E7%9C%9F%E6%AD%A3%E9%97%9C%E9%8D%B5%E2%94%80%E2%94%80gpu/
張睿(2014) 。民107年4月5日 取自:https://www.cbnweek.com/articles/normal/20800
張睿(2018) 。民107年5月5日 取自http://finance.sina.com.cn/roll/2018-04-24/doc-ifzqvvsa1387051.shtml
句子迷(n.d.) 。民107年3月2日 取自 :https://www.youtube.com/watch?v=tleeC-KlsKA