考虑长期效应与短期效应的网络广告投放策略研究  

Research on Online Advertising Strategies Based on Long-Term Effect and Short-Term Effect

作　　者：何向 李莉[1] 张华 朱星圳 HE Xiang;LI Li;ZHANG Hua;ZHU Xingzhen(School of Econornics and Management,Nanjing University of Science and Technology,Nanjing 210094,China)

机构地区：[1]南京理工大学经济管理学院,江苏南京210094

出　　处：《工业工程与管理》2021年第4期94-101,共8页Industrial Engineering and Management

基　　金：国家自然科学基金面项目(71771122)。

摘　　要：网络广告既具有短期效应也具有长期效应。为研究不同效应下的网络广告投放策略对广告收益的影响,构建考虑长期效应与短期效应的双寡头企业网络广告投放决策模型,并分析双寡头企业在分别采用长期广告策略与短期广告策略下企业的最优广告收益。研究结果表明:当有一方企业采用短期广告投放策略时,另一方可采用长期广告投放策略来实现收益最大化;当一方企业采用长期广告投放策略时,另一方可采用多期短期广告投放策略,并缩短每期的广告投放间隔以增加广告曝光次数;品牌偏好及单位时间内广告的点击量均影响市场总收益的变化。研究结论对企业在竞争市场中选择最优网络广告投放策略具有一定的参考作用。Long-term effect and short-term effect has been found in online advertising. Proper strategy of online advertising is far from trivial.However,no prior attention had been paid on different strategies used by two competitive enterprises at the same time,thus both of the enterprises could not be able to adjust their strategies when the rival adopts the different strategy from itself.A theoretical model was proposed to explain the influence of online advertising strategy when long-term effect and short-term effectwere considered at the same time. The results show that:firstly,when one of the enterprises chooses short-term advertising strategy,the other can select long-term advertising strategy to maximize the revenue. In addition,when one of the enterprises chooses long-term advertising strategy,the other can select multiple turns of short-term advertising strategy to increase the number of advertisement exposures.Moreover,brand preference and the number of clicks per unit of time have a moderating effect on total market revenue.The findings show that the flexible advertising strategy may play a critical role in market competition and firm development.

关 键 词：网络广告投放策略 长期效应 短期效应 

分 类 号：F270[经济管理—企业管理]