关键词拍卖中的投标价格决策  

Bid Price Selected in the Keyword Auction

作　　者：原全[1] 汪定伟[1] 

机构地区：[1]东北大学流程工业综合自动化国家重点实验室,辽宁沈阳110819

出　　处：《东北大学学报（自然科学版）》2012年第5期622-626,共5页Journal of Northeastern University(Natural Science)

基　　金：国家自然科学基金资助项目(70931001;70771021);国家自然科学基金创新群体项目(60821063);国家自然科学青年基金资助项目(61004121);教育部博士学科点专项科研基金资助项目(200801450008)

摘　　要：在关键词拍卖中,由于广告商对关键词的估价不能保证是最优的,导致其在竞拍过程蒙受相当的损失.针对这一问题,建立了关键词广告位置的胜标概率模型.在广义第二价格拍卖机制下,在投标者和拍卖者之间的博弈中,基于一个广告商的角度,构建了关键词最优投标价格决策模型.模型检验及仿真结果表明,关键词投标价格决策模型可以使广告商在关键词拍卖中选择最优投标价格并获得最大期望收益.The advertiser may lose much money in key word auction,because its estimation of the optimal keyword bid price is inaccurate.To solve this problem,a winner probability model of Key words advertising position was formulated.Based on the model at the generalized second price auction mechanism,in an advertiser＇s position,the optimal bid price selected model was formulated in the game between bidders and auction.Simulation results showed that the keyword bid price selected model allows an advertiser to select an optimal bid price and gets maximum expected return in keyword auction.

关 键 词：关键词拍卖 投标价格 胜标概率模型 广义第二价格拍卖 广告排位 

分 类 号：F713[经济管理—产业经济]