基于赞助搜索的广告研究进展评述  

Overview of Recent Development on Sponsored Search-based Advertising

作　　者：陈李钢[1] 祁巍[1] 李一军[1] 

机构地区：[1]哈尔滨工业大学经济与管理学院,哈尔滨150001

出　　处：《管理评论》2011年第10期66-76,共11页Management Review

基　　金：国家自然科学基金项目(70601009)

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。Search-based advertising is one of the most significant online marketing tools which not only provides the major revenue stream of search engines but also contributes an important sale channel of businesses.This special kind of advertising has such a great difference with other forms of advertising that it is urgent and important to deeply study it.Based on the public literature,we introduce the process of this advertising;split the related researches into three directions by using information visualizing tool.The three directions are as follows：research on the angle of service providers,research on the angle of advertisers and research about keywords generation and result page.We overview and comment the main problems,assumptions and methods of the three directions in detail in the hope that this overview could accelerate related researches.

关 键 词：赞助搜索 关键字广告 竞价广告 关键字拍卖 

分 类 号：F49[经济管理—产业经济] F713.8