基于双边市场理论的社交网络广告定价分析  

The Analysis of Advertising Pricing Based on the Two-sided Markets Theory in Social Network

作　　者：叶琼伟[1,2,3] 张谦[4] 杜萌[5] 宋光兴[2] 

机构地区：[1]清华大学经济管理学院 [2] 云南财经大学商学院 [3] 云南财经大学云南省高校电子商务创新与创业重点实验室 [4] 上海财经大学国际工商管理学院 [5] 昆明理工大学管理与经济学院

出　　处：《南开管理评论》2016年第1期169-178,共10页Nankai Business Review

基　　金：国家自然科学基金项目(71162005、71362016)资助

摘　　要：社交网络及网络广告业的迅猛发展,给基于社交网络的广告定价分析带来了新的研究契机。一方面,相对于传统的网络广告定价方式,社交网络广告定价能够为社交平台企业带来更大的消费者剩余,进一步提高利润;另一方面,合理的社交网络要价可以为社交用户和广告商行为提供指引,协调平台上双边参与者的行为,最大化各自利益。论文首先利用双边市场理论分析了社交网络企业平台福利最大化约束下双边参与者的行为;接着,综合考察双边市场和社交网络两个方面的特征,提出了最优广告要价下的关系强度模型(Relation-Intensity Model);最后,通过基于人人网、微信朋友圈和微博的实证分析和检验发现,广告要价随着用户数量增加而呈现先提高后下降的趋势;合理的社交网络广告定价能够推动社交平台企业的规模经济性,而社交用户的流失则可能带来更大程度的规模不经济。无论是在理论创新和实践应用方面,社交用户的数量特征和结构特征在广告定价理论及企业经营中,都具有较好的研究价值和指导意义。From the popularity of Micro-blog to the magnitude of the Wechat, social networking services （SNS） develops rapidly in our society. Meanwhile, as the main source of profit to social net- work enterprise, the industry of social network advertising （SNA） has also achieved its unprecedented prosperity. More and more diverse social network advertising also involves in the interaction among users, expands its frequency of contact with users, in order to influence their consumption behavior. So far, social networking sites have played an intermediary role of coordinating the social interaction between users and advertisers and by weighing the interests of both sides, adjusting bilateral investment, social networking sites are able to obtain advertising revenue and user value as high as possible. However, due to the traditional way of advertising pricing rarely reflects the impact of users＇ action; it is difficult to make full use of their resources to maximize its social welfare. This makes the analysis of social network advertising basis of the two-sided markets possess unique value. For this reason, this paper starts with the pricing of advertising, combines relative theory of the bilater- al markets with the characteristics of social networks, structures theoretical mode and analyzes the issues of optimal pricing in the environment of social network advertising. In detail, the paper is structured as follows： The first part, the article introduces the current development of social networks and its problems, highlights the disjointed relation between the rapid development of the advertising industry and the existing way of pricing. Furthermore, the paper describes the val- ue of marketing and the path of promotion in the SNA. In order to enhance the understanding of the pricing problem in the SNA, the paper has also set the scene. The second part, through the literature review, on one hand, the paper summarizes social networks, analyzes some of the foregoing issues of the social network topology. On the ot

关 键 词：社交网络 广告定价 社交关系强度 双边市场 交叉外部性 

分 类 号：F713.8[经济管理—广告]