基于赞助搜索的广告研究进展评述

发布时间：2018-04-25 17:59

本文选题：赞助搜索 + 关键字广告　；参考：《管理评论》2011年10期

【摘要】：基于赞助搜索的广告已经成为了网络营销的重要工具,不仅为搜索引擎提供主要的收入来源也为广大企业提供销售渠道。由于这种广告形式和其他广告形式有很大的区别,因此对其深入研究具有重要性和紧迫性。但是相关研究还比较匮乏,还没有成为体系。本文在已发表的相关文献基础上,介绍了赞助搜索广告的一般流程并在结合信息可视化技术的基础上将相关研究分为三类:基于服务商角度的研究;基于广告商角度的研究以及关键字生成和结果页相关研究。然后对每个研究类别的主要问题、建模假设和方法以及结论进行回顾和评述,以期抛砖引玉,推动理论界对此问题的研究。
[Abstract]:Advertising based on sponsored search has become an important tool in network marketing. It not only provides the main revenue source for search engines but also provides sales channels for enterprises. Because this kind of advertisement form and other advertisement forms have the very big difference, therefore to its thorough research has the importance and the urgency. But the related research is still relatively scarce, has not yet become the system. Based on the published literature, this paper introduces the general process of sponsored search advertising and classifies the research into three categories: the research based on service provider; Research based on the perspective of advertisers and keyword generation and results page related research. Then the main problems, modeling assumptions, methods and conclusions of each research category are reviewed and reviewed in order to promote the research of this problem in the theoretical circle.
【作者单位】：哈尔滨工业大学经济与管理学院;
【基金】：国家自然科学基金项目(70601009)
【分类号】：F49;F713.8

【二级参考文献】