网络广告品供应链上各主体间的行为策略与协调机制设计研究

发布时间：2018-04-11 18:32

本文选题：网络广告品供应链 + 行为策略　；参考：《南昌大学》2006年博士论文

【摘要】：Internet已经改变了人们接受和使用信息的方式，这在商业、教育以及日常生活等方面都得到了体现。在标准化软件、规模化经营和高效率的目标定位下，网络广告摇身一变成为网络经济的主角。由于传播媒体的特性不同，导致网络广告与传统广告的最根本区别在于传播受众可以与网络广告进行交互，与网络广告主厂商进行交互，还有传播受众之间可以进行交互。网络广告品供应链是围绕网络广告产品的研发、设计、制造、传播、发布及对受众产生反应的服务供应链。由于网络广告品供应链上的各个成员分别属于不同的主体，它们的利益和职责不同，所掌握的信息也有很大的局限性，这使得它们在利益、风险方面都存在不同程度的冲突，而它们的局部利益和行为经常与整个供应链的系统目标不相吻合，这将导致供网络广告品供应链的系统性能降低和成员的收益受损；其次是由于Internet和网络广告品的自然属性，目前还未有公认的测量网络广告访问量的标准、测定网民对某一网络广告的响应标准、优化网络广告定价模式的标准，这使得网络广告主在判断网络广告商与媒介主制作与传播网络广告品的有效性，以及对网络广告商与媒介主进行补偿的机制设计造成很大困难。因此，我们有必要分析网络广告品供应链上各主体的行为及其策略，，设计和使用供应链协调机制，让网络广告品供应链的各方分享有用信息，调和各个分散成员的决策行为，使它们目标和网络广告品供应链的系统目标统一起来，本论文是通过分析网络广告品供应链上各主体之间行为及其相互作用来进行网络广告品供应链协调机制的设计。本论文的创新是运用管理学、信息经济学、产业组织学、传播学、组织行为学、市场营销学和计算机科学等学科的相关成果，通过提出问题、分析问题、解决问题对网络环境下信息性产品的消费行为、网络广告品供应链上各主体间的行为策略、协作情况下网络广告品供应链的合约优化、努力水平对网络广告品供应链协调机制的影响展开研究。本论文的研究主要包括以下内容：第一部分提出问题：根据现实背景、供应链的特性及Internet和网络广告品的自然属性提出两个问题，并通过研究综述指出目前研究存在的不足之处。
[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.
【学位授予单位】：南昌大学
【学位级别】：博士
【学位授予年份】：2006
【分类号】：F713.8;F224

【引证文献】