关键词拍卖中基于广义第一价格的投标价格决策分析  

Decision Analysis of Bidding Prices base on Generalized First Price in Keyword Auction

作　　者：原全[1] 汪定伟[2] 

机构地区：[1]鞍山师范学院数学与信息科学学院,辽宁鞍山114005 [2]东北大学信息科学与工程学院流程工业综合自动化国家重点实验室,辽宁沈阳110819

出　　处：《中国管理科学》2014年第10期66-71,共6页Chinese Journal of Management Science

基　　金：国家自然科学基金重点资助项目(70931001);国家自然科学基金面上项目(61273203);国家教育部博士点基金资助(200801450008)

摘　　要：在关键词拍卖中,由于广告商不能保证对关键词的估价是最优投标价格,因此如何选取最优的关键词投标价格一直是广告商急于解决的问题。基于与Friedman投标模型假设条件等价的关键词拍卖投标假设条件,计算了各个关键词广告位置的胜标概率,并在广义第一价格拍卖机制下建立了关键词投标价格决策模型。该模型可以使广告商选取最优的关键词投标价格。最后通过仿真验证了该模型的有效性。Since advertisers cannot correctly evaluate the optimal bidding prices in keyword auction, the optimal bidding price decision has been a key problem waiting to be solved. Based on some assumptions equivalent to the assumption in Friedman＇s bidding model, the winning probabilities of keyword bidding are computed for all different advertising positions. According to the generalized first price auction mechanism, the decision model of optimal keyword bidding price is established. The model can support advertisers to select the optimal keyword bidding prices. Finally, the validity of the model is verified by simulations.

关 键 词：关键词拍卖 最优投标价格 胜标概率 广义第一价格拍卖机制 

分 类 号：F713[经济管理—产业经济]