搜索广告市场下的平台竞争策略均衡分析  

On equilibrium strategies of competing platforms in search advertising markets

作　　者：于洪雷[1] 杨德礼[1] 

机构地区：[1]大连理工大学系统工程研究所,辽宁大连116024

出　　处：《科技与管理》2013年第2期13-16,共4页Science-Technology and Management

基　　金：国家自然科学基金项目(70890083)

摘　　要：搜索广告已经形成了巨大的市场规模,搜索广告市场下的平台竞争是一个重要问题。建立了搜索广告市场下的平台竞争模型,将广告主划分为高质量与低质量两种类型,以排序规则集合作为平台竞争的策略空间,将竞争过程转化为两阶段博弈,给出了不同策略组合下平台收入的解析式。研究表明:当高质量广告主的比例高于临界点时,平台的竞争均衡策略是共同采用加权排序规则,当高质量广告主的比例低于临界点时,平台的竞争均衡策略是分别采用单纯排序规则和加权排序规则。研究结果为平台企业在竞争环境下的策略选择提供了决策依据。Search advertising is a big business, platform competition in the search advertising market is an important issue. The model of the competition between platforms in search advertising markets has been established, advertisers are divided into two types：high quality and low quality, by using the set of ranking rules as the strategy spaces of the competing platforms,the competing process is transformed into a two-stage game, platforms＇ revenues under different strategy profiles are calculated. Studies have shown that the platforms will both adopt the weighted ranking rule as the equilibrium strategies when the proportion of the high quality advertiser is higher than a threshold, and the platforms will adopt the combination of weighted ranking rule and single bid ranking proportion of the high quality advertiser is lower than the threshold. The competing strategies. rule as the equilibrium strategies when the results will help the platforms select the

关 键 词：搜索广告 平台竞争 竞争策略 均衡分析 

分 类 号：F713.5[经济管理—市场营销]