基于双版面Hotelling模型的在线广告灵活版面定价策略研究
发布时间：2019-06-06 07:47
【摘要】：在线广告版面的易逝性及市场需求的不确定性是广告版面供应商面临的一大难题。灵活版面已成为广告版面供应方应对这一难题、最大化收益的重要策略。本文基于在线广告版面间的可替代性,构建了在线广告整售模式下完美信息双版面Hotelling模型,通过剖析在确定版面与灵活版面不同价格组合下的需求方策略行为,发现了供应方灵活版面策略的最优定价策略空间。研究结果表明,版面供应方须协调确定版面和灵活版面的定价方能用灵活版面策略最大化其收益,否则将会因跌落两个降价陷阱从而导致收益减少。进一步研究发现,如果版面容量足够大,对确定版面适中定价,采用灵活版面策略总是能够使供应方收益最大,该最大值随着需求方效用敏感度的增加而单调增加;当版面容量不是很大,但若需求方偏好效用敏感度足够大,灵活版面策略也能够提高供应方收益。如果版面容量太小,没有必要采用灵活版面策略。正1引言随着互联网用户的飞速发展,在线广告大量涌现。在线广告符合时间碎片化、使用便捷化等特点,更便于按需分类推送和与用户交互[1],因此其转换率更高。2014年中国在线广告市场规模1540亿元,同比增长达到40.0%[2]。而美国2015年仅上半年的在线广告收入就增长了19%,已连续21个季度保持收入两位数的年增长率[3]。在线广告是广告版面供应方提供给版面需求
[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
【作者单位】： 上海财经大学国际工商管理学院;
【基金】：教育部人文社科基金项目(11YJA630170)
【分类号】：F274;F713.8
本文编号：2494181
[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
【作者单位】： 上海财经大学国际工商管理学院;
【基金】：教育部人文社科基金项目(11YJA630170)
【分类号】：F274;F713.8
【相似文献】
相关期刊论文 前10条
1 陈洁;杨升荣;;在线广告发布的位置模式对消费者品牌选择影响的仿真研究[J];上海管理科学;2009年03期
2 ;神经营销颠覆你对在线广告的认识 神经营销:视频、门户、社交网站在线广告效果评估[J];声屏世界·广告人;2012年05期
3 汪涛;杨立华;;品牌经济与“两型”社会的建设——基于Hotelling模型的推导[J];中国人口.资源与环境;2010年01期
4 臧丽娜;;从“用户产生内容”(UGC)拓展在线广告消费者研究的新方法[J];现代传播(中国传媒大学学报);2012年10期
5 周瑞华;;玩转Instagram,品牌有高招[J];成功营销;2014年06期
6 童乾;沈乐平;;消费者分布不均匀条件下的具有网络外部性的Hotelling模型[J];数学的实践与认识;2010年09期
7 赵骅;张元林;;基于技术创新的Hotelling模型研究[J];科技管理研究;2008年04期
8 ;中国企业研究院现状[J];商界(评论);2013年10期
9 卓莲梅;陈章旺;贾林;;基于Hotelling模型的双寡头市场定价博弈分析[J];郑州航空工业管理学院学报;2011年02期
10 王广玲;;成本差异下Hotelling模型的再探讨[J];中国商界(下半月);2010年11期
相关重要报纸文章 前1条
1 实力传播集团突破传播中国区CEO 郑香霖;前所未有地接近消费者才行[N];中国经营报;2009年
，本文编号：2494181
本文链接：https://www.wllwen.com/jingjilunwen/xmjj/2494181.html
