【摘要】：在線廣告版面的易逝性及市場需求的不確定性是廣告版面供應(yīng)商面臨的一大難題。靈活版面已成為廣告版面供應(yīng)方應(yīng)對這一難題、最大化收益的重要策略。本文基于在線廣告版面間的可替代性,構(gòu)建了在線廣告整售模式下完美信息雙版面Hotelling模型,通過剖析在確定版面與靈活版面不同價格組合下的需求方策略行為,發(fā)現(xiàn)了供應(yīng)方靈活版面策略的最優(yōu)定價策略空間。研究結(jié)果表明,版面供應(yīng)方須協(xié)調(diào)確定版面和靈活版面的定價方能用靈活版面策略最大化其收益,否則將會因跌落兩個降價陷阱從而導(dǎo)致收益減少。進一步研究發(fā)現(xiàn),如果版面容量足夠大,對確定版面適中定價,采用靈活版面策略總是能夠使供應(yīng)方收益最大,該最大值隨著需求方效用敏感度的增加而單調(diào)增加;當(dāng)版面容量不是很大,但若需求方偏好效用敏感度足夠大,靈活版面策略也能夠提高供應(yīng)方收益。如果版面容量太小,沒有必要采用靈活版面策略。正1引言隨著互聯(lián)網(wǎng)用戶的飛速發(fā)展,在線廣告大量涌現(xiàn)。在線廣告符合時間碎片化、使用便捷化等特點,更便于按需分類推送和與用戶交互[1],因此其轉(zhuǎn)換率更高。2014年中國在線廣告市場規(guī)模1540億元,同比增長達到40.0%[2]。而美國2015年僅上半年的在線廣告收入就增長了19%,已連續(xù)21個季度保持收入兩位數(shù)的年增長率[3]。在線廣告是廣告版面供應(yīng)方提供給版面需求
[Abstract]:The perishable nature of online advertising layout and the uncertainty of market demand are a major problem faced by advertising layout suppliers. Flexible layout has become an important strategy for advertising layout suppliers to deal with this problem and maximize revenue. Based on the substitution between online advertising pages, this paper constructs the perfect information dual-page Hotelling model under the online advertising selling mode, and analyzes the demand-side strategy behavior under the different price combinations of determining layout and flexible layout. The optimal pricing strategy space of supplier flexible layout strategy is found. The results show that the layout supplier must coordinate the pricing of the layout and the flexible layout in order to maximize its profit with the flexible layout strategy, otherwise it will lead to the reduction of the revenue due to the fall of two price reduction pitfalls. It is found that if the layout capacity is large enough, the flexible layout strategy can always maximize the benefit of the supply side if the layout capacity is large enough, and the maximum value increases monotonously with the increase of the utility sensitivity of the demand side. When the layout capacity is not very large, but if the demand side preference utility sensitivity is large enough, flexible layout strategy can also improve the supply side income. If the layout capacity is too small, there is no need to adopt a flexible layout strategy. With the rapid development of Internet users, a large number of online advertising has emerged. Online advertising is in line with the characteristics of time fragmentation and convenience of use, so it is more convenient to push and interact with users according to demand [1], so it has a higher conversion rate. The scale of China's online advertising market in 2014 is 154 billion yuan. Year-on-year growth of 40.0% [2]. Online advertising revenue in the United States rose 19 percent in the first half of 2015 alone, maintaining double-digit annual revenue growth for 21 consecutive quarters. Online advertising is provided by the supplier of advertising layout to the demand of layout
【作者單位】： 上海財經(jīng)大學(xué)國際工商管理學(xué)院;
【基金】：教育部人文社科基金項目(11YJA630170)
【分類號】：F274;F713.8

【相似文獻】

相關(guān)期刊論文 前10條

1 陳潔;楊升榮;;在線廣告發(fā)布的位置模式對消費者品牌選擇影響的仿真研究[J];上海管理科學(xué);2009年03期

2 ;神經(jīng)營銷顛覆你對在線廣告的認(rèn)識 神經(jīng)營銷:視頻、門戶、社交網(wǎng)站在線廣告效果評估[J];聲屏世界·廣告人;2012年05期

3 汪濤;楊立華;;品牌經(jīng)濟與“兩型”社會的建設(shè)——基于Hotelling模型的推導(dǎo)[J];中國人口.資源與環(huán)境;2010年01期

4 臧麗娜;;從“用戶產(chǎn)生內(nèi)容”(UGC)拓展在線廣告消費者研究的新方法[J];現(xiàn)代傳播(中國傳媒大學(xué)學(xué)報);2012年10期

5 周瑞華;;玩轉(zhuǎn)Instagram,品牌有高招[J];成功營銷;2014年06期

6 童乾;沈樂平;;消費者分布不均勻條件下的具有網(wǎng)絡(luò)外部性的Hotelling模型[J];數(shù)學(xué)的實踐與認(rèn)識;2010年09期

7 趙驊;張元林;;基于技術(shù)創(chuàng)新的Hotelling模型研究[J];科技管理研究;2008年04期

8 ;中國企業(yè)研究院現(xiàn)狀[J];商界(評論);2013年10期

9 卓蓮梅;陳章旺;賈林;;基于Hotelling模型的雙寡頭市場定價博弈分析[J];鄭州航空工業(yè)管理學(xué)院學(xué)報;2011年02期

10 王廣玲;;成本差異下Hotelling模型的再探討[J];中國商界(下半月);2010年11期

相關(guān)重要報紙文章 前1條

1 實力傳播集團突破傳播中國區(qū)CEO 鄭香霖;前所未有地接近消費者才行[N];中國經(jīng)營報;2009年

，

本文編號：2494181