本文選題：網(wǎng)絡(luò)廣告品供應(yīng)鏈 + 行為策略��； 參考：《南昌大學》2006年博士論文

【摘要】：Internet已經(jīng)改變了人們接受和使用信息的方式，這在商業(yè)、教育以及日常生活等方面都得到了體現(xiàn)。在標準化軟件、規(guī)模化經(jīng)營和高效率的目標定位下，網(wǎng)絡(luò)廣告搖身一變成為網(wǎng)絡(luò)經(jīng)濟的主角。由于傳播媒體的特性不同，導致網(wǎng)絡(luò)廣告與傳統(tǒng)廣告的最根本區(qū)別在于傳播受眾可以與網(wǎng)絡(luò)廣告進行交互，與網(wǎng)絡(luò)廣告主廠商進行交互，還有傳播受眾之間可以進行交互。 網(wǎng)絡(luò)廣告品供應(yīng)鏈是圍繞網(wǎng)絡(luò)廣告產(chǎn)品的研發(fā)、設(shè)計、制造、傳播、發(fā)布及對受眾產(chǎn)生反應(yīng)的服務(wù)供應(yīng)鏈。由于網(wǎng)絡(luò)廣告品供應(yīng)鏈上的各個成員分別屬于不同的主體，它們的利益和職責不同，所掌握的信息也有很大的局限性，這使得它們在利益、風險方面都存在不同程度的沖突，而它們的局部利益和行為經(jīng)常與整個供應(yīng)鏈的系統(tǒng)目標不相吻合，這將導致供網(wǎng)絡(luò)廣告品供應(yīng)鏈的系統(tǒng)性能降低和成員的收益受損；其次是由于Internet和網(wǎng)絡(luò)廣告品的自然屬性，目前還未有公認的測量網(wǎng)絡(luò)廣告訪問量的標準、測定網(wǎng)民對某一網(wǎng)絡(luò)廣告的響應(yīng)標準、優(yōu)化網(wǎng)絡(luò)廣告定價模式的標準，這使得網(wǎng)絡(luò)廣告主在判斷網(wǎng)絡(luò)廣告商與媒介主制作與傳播網(wǎng)絡(luò)廣告品的有效性，以及對網(wǎng)絡(luò)廣告商與媒介主進行補償?shù)臋C制設(shè)計造成很大困難。因此，我們有必要分析網(wǎng)絡(luò)廣告品供應(yīng)鏈上各主體的行為及其策略，，設(shè)計和使用供應(yīng)鏈協(xié)調(diào)機制，讓網(wǎng)絡(luò)廣告品供應(yīng)鏈的各方分享有用信息，調(diào)和各個分散成員的決策行為，使它們目標和網(wǎng)絡(luò)廣告品供應(yīng)鏈的系統(tǒng)目標統(tǒng)一起來， 本論文是通過分析網(wǎng)絡(luò)廣告品供應(yīng)鏈上各主體之間行為及其相互作用來進行網(wǎng)絡(luò)廣告品供應(yīng)鏈協(xié)調(diào)機制的設(shè)計。本論文的創(chuàng)新是運用管理學、信息經(jīng)濟學、產(chǎn)業(yè)組織學、傳播學、組織行為學、市場營銷學和計算機科學等學科的相關(guān)成果，通過提出問題、分析問題、解決問題對網(wǎng)絡(luò)環(huán)境下信息性產(chǎn)品的消費行為、網(wǎng)絡(luò)廣告品供應(yīng)鏈上各主體間的行為策略、協(xié)作情況下網(wǎng)絡(luò)廣告品供應(yīng)鏈的合約優(yōu)化、努力水平對網(wǎng)絡(luò)廣告品供應(yīng)鏈協(xié)調(diào)機制的影響展開研究。 本論文的研究主要包括以下內(nèi)容： 第一部分提出問題：根據(jù)現(xiàn)實背景、供應(yīng)鏈的特性及Internet和網(wǎng)絡(luò)廣告品的自然屬性提出兩個問題，并通過研究綜述指出目前研究存在的不足之處。
[Abstract]:Internet has changed the way people receive and use information, which is reflected in business, education and daily life.With standardized software, large-scale operation and high efficiency, network advertising has become the leading role of network economy.Because of the different characteristics of the communication media, the most fundamental difference between online advertising and traditional advertising is that the audience can interact with the network advertising, the network advertisers can interact with the network advertisers, and the communication audiences can interact with each other.The online advertising product supply chain is a service supply chain that focuses on the research and development, design, manufacture, dissemination, release and response to the audience of online advertising products.Because each member of the network advertisement product supply chain belongs to different main body, their interests and responsibilities are different, the information they hold also has the very big limitation, which causes them to have the different degree conflict in the interest, the risk aspect.However, their local interests and behaviors often do not coincide with the system objectives of the entire supply chain, which will lead to the degradation of system performance and the loss of income of members in the supply chain of online advertising products, followed by the natural attributes of Internet and online advertising products.At present, there is no recognized standard for measuring the number of visits to Internet ads, for determining the response of netizens to a certain network advertisement, and for optimizing the pricing model of online advertising.This makes it very difficult for network advertisers to judge the effectiveness of network advertisers and media owners to make and disseminate online advertising products and to design compensation mechanisms for network advertisers and media owners.Therefore, it is necessary for us to analyze the behaviors and strategies of each main body in the network advertising product supply chain, design and use the coordination mechanism of the supply chain, let the parties of the network advertisement product supply chain share useful information, and reconcile the decision-making behavior of each decentralized member.To unify their goals with the system goals of the online advertising supply chain,In this paper, the coordination mechanism of the online advertising product supply chain is designed by analyzing the behavior and the interaction between the agents in the network advertising product supply chain.The innovation of this paper is to use the related achievements of management, information economics, industrial organization, communication, organizational behavior, marketing and computer science, by asking questions and analyzing problems.Solving the problem on the consumption behavior of information products in the network environment, the behavior strategy among the main parties in the network advertising product supply chain, and the contract optimization of the network advertising product supply chain under the cooperation situation.The effect of the level of effort on the coordination mechanism of network advertising product supply chain is studied.The research of this thesis mainly includes the following contents:The first part puts forward two questions: according to the realistic background, the characteristics of supply chain and the nature attribute of Internet and network advertisement, and points out the deficiency of the current research through the summary of research.
【學位授予單位】：南昌大學
【學位級別】：博士
【學位授予年份】：2006
【分類號】：F713.8;F224

【引證文獻】

相關(guān)碩士學位論文 前2條

1 張靜怡;中美網(wǎng)絡(luò)廣告產(chǎn)業(yè)生態(tài)系統(tǒng)的比較研究[D];上海外國語大學;2012年

2 鳳鳴;中國市場日化產(chǎn)品的視覺傳達設(shè)計研究[D];合肥工業(yè)大學;2012年

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