不同决策准则下的线上广告投放策略  

Online advertising strategies under different decision criteria

作　　者：黄智 张盼盼[2] HUANG Zhi;ZHANG Pan-pan(College of Management and Economics,Tianjin University,Tianjin 300100,China;Zhonghuan Information College,Tianjin University of Technology,Tianjin 300380,China)

机构地区：[1]天津大学管理与经济学部,天津300100 [2]天津理工大学中环信息学院,天津300380

出　　处：《沈阳工业大学学报（社会科学版）》2020年第2期105-111,共7页Journal of Shenyang University of Technology(Social Sciences)

基　　金：国家自然科学基金面上项目(71371133)。

摘　　要：研究双寡头垄断下两种不同的广告投放决策过程(基于投资预算和基于流量转化)中的企业竞争问题。基于购买成本定价模型(CPA),运用博弈论的方法给出不同决策准则下广告商的均衡决策、均衡收益以及广告投放竞争中广告商的投放策略。结果表明:基于流量转化的竞争为两家广告商创造的收益都高于基于投资预算的竞争;当广告商可以选择不同决策过程时,广告投放竞争会产生囚徒困境,广告商更愿意选择以投资预算为基础的投资策略以实现自身利益最大化。The competition of enterprises is studied in two different advertising decision-making processes(based on investment budget and based on flow conversion)under duopoly.Based on the cost per action(CPA),the balanced decision-making,the balanced revenue,and the advertising strategy of advertisers are proposed in advertising competition under different decision-making criteria.The results show that the revenues of both advertisers generated by the competition based on traffic transformation are higher than those based on investment budget;when the advertisers can choose different decision-making processes,the competition of advertising will lead to prisoner’s dilemma,and the advertisers are more willing to choose investment strategies based on investment budget so as to maximize their own interests.

关 键 词：供应链管理 线上广告 定价模型 广告竞争 广告投放策略 

分 类 号：F6[经济管理—产业经济]