社交网络广告定价问题研究

发布时间：2018-03-18 14:03

本文选题：网络广告定价　切入点：社交关系强度　出处：《云南财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：智慧社区的构建以及社交网络的普及无疑使得人们的社交需求在不同程度上得到满足和提升。同时,得益于社交网络的迅猛发展及其与其他网络媒介的融合,根植于社交网络的盈利模型也如雨后春笋般涌现。而作为社交网络主要盈利模式和产业组织理论研究的重要组成部分的网络广告则被推到了理论和实践研究的前沿。由此,社交网络的迅猛发展给从理论视角出发的基于社交网络的广告定价分析带来了契机。首先,相对于传统的网络广告定价方式,考虑了社交网络特点的网络广告定价能给社交网络企业带来更大的消费者剩余,从而进一步提高自身利润;其次,合理的社交网络广告要价可以为社交网络用户和广告商行为提供指引,协调双边参与者的利益,进而最大化各自行为。再次,考虑到现有的网络广告定价方式与理论研究之间的脱节,大多的社交网络的广告定价方式依旧停留于传统的网络广告定价方式上,从而没有充分重视到社交网络中用户间社交关系的重要性。继而现有的网络广告定价方式难以满足社交网络广告合理定价的需要。最后,从产品特征上来看,社交网络广告也属于双边市场的范畴,其价格水平的高低不可避免地受到了社交平台另一侧社交用户数量的间接作用。藉此,着重于研究社交网络环境下的基于双边市场理论的广告定价研究将能够有效地弥补社交网络广告定价在实践与理论之间的脱节,在合理协调社交用户和广告商的前提下增强社交网络企业的盈利能力和市场效率,减少无谓损失。对此,论文采用理论模型推理的方法来对所研究的问题分析进行展开:首先,立足于双边市场的相关理论视角,考察社交用户数量对于社交网络广告价格的交叉外部性影响,从而更为综合地分析社交网络企业及其双边参与者的理性行为。其次,论文通过考察双边市场和社交网络两个方面的特点,着重考察社交用户的社交外部性影响。再次,通过外生化社交网络企业的双边价格转移过程,强化社交网络企业对于社交用户的价格补贴过程。最后,以社交用户的效用最大化和广告商利润最大化为约束条件最大化社交网络平台的福利,从而提出社交网络最优广告要价下的社交关系强度模型(Relation-Intensity Model,简称R-I模型)。进一步地,论文从考察社交用户的数量特征入手,通过模型推理和数据实证创造性地得出了社交网络广告价格随着社交用户数量增加而呈现先提高后下降的趋势的结论,即社交用户的数量对于社交网络广告价格的边际影响存在阀值。论文通过进一步分析得出结论如下,社交网络中存在着规模经济效应和先发优势,从而只有达到一定规模的社交网络才能有效提升双边参与者的消费者剩余并实现利润提升,从而验证了进入壁垒网络效应壁垒的有效性;在超过一定社交用户规模后,社交用户的质量特征(如更高的网络集聚系数)开始占据主要地位,使得广告的影响力由低概率的横向传播转向高概率的纵向扩散。同时,广告的需求价格弹性增加,对于社交网络企业来说降价能够带来更高的利润提升,即其广告的规模效应超过了价格效应。由此,论文通过分析社交网络广告定价方面存在的问题,并对其加以建模和实证,从而强调了社交网络广告定价中社交关系和核心用户的重要影响,为进一步地分析解决社交网络中存在的相似问题做了铺垫。此外,论文在双边市场和社交网络两个方面的整合也使得社交网络广告的理论研究视角得以延伸,并不断与现实中合意的广告价格相靠拢。
[Abstract]:The wisdom of the community building and social network popularization will undoubtedly make people's social needs and improve in various degree. At the same time, fusion benefited from the rapid development of social networks and other network media, profit model is rooted in the social network also like the bamboo shoots emerge. As an important part of the theory of social network the main profit pattern of industrial organization and the network advertisement is pushed to the forefront in the study of theory and practice. Therefore, the rapid development of the social network to proceed from the visual angle of the theory of advertising pricing analysis based on social network brings opportunity. First, compared with the traditional network advertisement pricing methods, considering the network characteristics of social network advertising pricing the social network can give enterprises greater consumer surplus, so as to further improve their profits; secondly, the reasonable social network wide To charge can provide guidelines for social network users and advertisers, coordination of bilateral interests of participants, and maximize their behavior. Thirdly, considering the gap between research and theory of network advertisement pricing mode of the existing party most advertising pricing social network type is still in the traditional network advertisement pricing, so no to fully realize the importance of social relationships between users in the social network. Then the existing network advertisement pricing mode can not meet the needs of social network advertising pricing. Finally, from the point of view of product features, social network advertising also belongs to the category of bilateral market, the price level is affected by the indirect effects of number of social platform on the other side social networking users. Therefore, focuses on the study of social network research advertising pricing based on bilateral market theory will be able to Enough to effectively compensate for social network advertising pricing in a disconnect between theory and practice, enhance social network enterprise profitability and market efficiency in the premise of reasonable coordination of social networking users and advertisers, reduce the deadweight loss. This method, this thesis uses the theory to model reasoning on the problem analysis: first, theory based on the perspective of bilateral market investigation, the number of users to cross social impact of external social network advertising prices, thus a more comprehensive analysis of the rational behavior of enterprise social networks and bilateral participants. Secondly, the characteristics of the two aspects of bilateral market and social networks, social externalities focuses on social networking users. Again, the transfer process through bilateral price biochemical enterprise social network, strengthen the enterprise social network for users of social price subsidies Process. Finally, in order to maximize the utility of social networking users and advertisers to maximize profits as constraints to maximize the social networking platform benefits, thus put forward the social relationship strength model of optimal social network advertising price under (Relation-Intensity Model, referred to as R-I model). Further, the paper from a number of social networking users to investigate the characteristics of through the model of reasoning and empirical data creatively concluded the social network advertising prices along with the increase in the number of users and social showed downward trend after the first increase the conclusion, that the number of users there is a threshold for social marginal effects of social network advertising prices. This paper through further analysis, it is concluded that social networks exist in the economies of scale and the advantage, which can only reach a certain scale of social network effectively enhance consumer surplus and achieve bilateral participants Improve profits, which verifies the validity of the barriers to entry barriers of network effects; social networking users in more than a certain size, the quality characteristics of social networking users (such as higher clustering coefficient) began to occupy the main position, the influence of advertising to the vertical diffusion of high probability by the horizontal propagation of low probability. At the same time, the price elasticity of demand the increase in advertising, social network for enterprise price can bring higher profit to enhance the scale effect, its advertising more than the price effect. This paper, through the analysis of the existing social network advertising pricing issues, and the modeling and empirical, thus emphasizing the important influence of social relations and social network advertising pricing the core of the user, for further analysis to solve the social network in the presence of similar problems to do the groundwork. In addition, the bilateral market and social network two party The integration of the surface has also extended the theoretical research perspective of social network advertising and continues to move closer to the desirable advertising prices in reality.

【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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