基于混合定向方式的移动定向广告投放策略研究  

Mobile targeted advertising strategy based on mixed targeting

作　　者：邹翔 仲伟俊[2] 梅姝娥[2] ZOU Xiang;ZHONG Weijun;MEI Shue(School of Economics and Management,Changsha University of Science and Technology,Changsha 410114,China;School of Economics and Management,Southeast University,Nanjing 211189,China;Modern Enterprise Management Research Center of Hunan Province,Changsha,410114,China)

机构地区：[1]长沙理工大学经济与管理学院,长沙410114 [2]东南大学经济管理学院,南京211189 [3]湖南省现代企业管理研究中心,长沙410114

出　　处：《管理工程学报》2021年第2期177-188,共12页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71871054);湖南省社会科学成果评审委员会资助项目(XSP20YBZ100);湖南省教育厅优秀青年资助项目(19B026)。

摘　　要：以移动广告为研究背景,研究地理定向和消费者产品偏好定向相结合的混合定向方式下企业的定向广告投放策略,同时通过对比企业投放定向广告与大众广告,研究企业的广告策略选择问题。研究发现,企业运用定向广告策略应针对不同的消费者群体提供差异化较大的营销策略:对属于企业近距离范围且偏好企业产品的优势市场,企业应加大广告投放力度并实行高价;为了争取部分远端劣势市场的收益,企业应向其投放一定力度的广告并实行低价;对属于双方的竞争市场,企业应选择中等程度的广告和价格。同时,通过与企业投放大众广告相比较,发现竞争企业使用定向广告策略反而不如使用大众广告策略。The continuous development of mobile internet and the widespread popularization of mobile terminal devices such as smartphones have made the users′online behavior and internet life transfer from the PC to the mobile terminal,which provides a huge space for the development of mobile advertising.With the positioning services of mobile terminals,firms can accurately acquire consumers′real-time geographic location information to realize geo-targeting,and then conduct marketing activities such as targeted advertising based on geo-targeting.Meanwhile,personal attribute information and historical behavior information(e.g.browsing,clicking and purchasing)of mobile users can provide more detailed consumer product preference information for firms,so as to realize consumer preference targeting.Using the mixed targeting which is the combination of geo-targeting and consumer product preference targeting,on one hand,it can realize a more comprehensive and stereoscopic understanding of consumers,and on the other hand,it can achieve more precise market segmentation and differentiated marketing.At present,the practice of mobile advertising is developing rapidly,and mixed targeting has become the main trend of targeted advertising.However,there is a lack of research on targeted advertising strategies of competitive firms under the mixed targeting based on consumers′multi-dimensional information in the theoretical research.Based on context above,this research studies the firm targeted advertising strategy and pricing strategy for different consumer groups under the mixed targeting and considers the advertising strategy selection by comparing the two cases of mass advertising and targeted advertising.The two-dimensional Hotelling model is suggested to established as the basic model in the research.Suppose that consumers are heterogenous for the advertising products provided by the two competing firms in geographic location and product preference,and each consumer will buy the product from the firm that maximizes her utility.At

关 键 词：移动广告 地理定向 定向广告 广告策略 

分 类 号：F270[经济管理—企业管理]