考虑流量局部变化与转移的移动App价格促销广告策略研究  

Mobile App Promotion Advertising Decisions with Traffic Changes and Transfers

作　　者：何向 李莉[1] 张华 朱星圳 杨文胜[1] HE Xiang;LI Li;ZHANG Hua;ZHU Xingzhen;YANG Wensheng(School of Economics 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：《运筹与管理》2023年第7期219-224,232,共7页Operations Research and Management Science

基　　金：国家自然科学基金面上项目(71771122)。

摘　　要：随着移动App市场中消费者流量的不断增加,越来越多的广告主选择在移动App市场中投放价格促销广告。本文分析了当移动App市场中的流量分别发生局部变化或相互转移时,广告主应如何制定其最优促销广告定价与最优广告投放水平。我们首先假设市场不完全覆盖的情境,结果表明:(1)在广告主的局部市场与竞争市场中的流量发生局部变化下,广告主的产品定价与广告投放水平和竞争市场大小、竞争市场流量大小以及局部市场流量大小有关;(2)当流量在局部市场与竞争市场之间相互转移时,广告主还需考虑原市场中流量的大小来调整其价格促销广告策略;(3)当局部市场的流量大小不相等时,本文也为处于流量优势或劣势的广告主提供了相应的最优产品定价与广告投放水平策略的指导。本研究为移动App环境下网络营销企业广告策略的制定提供了理论参考。As consumer traffic in the mobile app market continues to increase,advertisers in increasing numbers choose to post promotion ads in mobile app market.In online market places,a primary concern for sellers planning an online promotion advertising has been how to publish the promotion advertising on the basis of consumer traffic.Compared with the offline market,the entry cost for consumers to enter the mobile app market becomes lower.With the consumers’movements in online market places becoming more common and general,consumer traffic could affect the sellers in two ways:Traffic changes and traffic switches.Traffic changes mean the traffic of an online market place increases or decreases independently.For example,from Jan.2019 to Jan.2020,the traffic in Tiktok increased by 25%monthly on average.It reveals that the traffic increases in Tiktok App,while this kind of increase does not concern the traffic in other market places.Traffic switches mean the traffic transfers from one online market place to another,leading to a decreasing traffic of one market place and an increasing traffic of another.For example,if there is a consumer who is browsing the Tiktok,when he switches to Amazon at the next second,the traffic in Amazon increases,and decreases in Tiktok.In this context,traffic switches do not change the overall consumer traffic in the market,but only shift traffic between the market places.Accordingly,traffic changes and switches make the sellers’decisions on online promotion advertising more complicated.Understanding the effect of the traffic changes and switches on online promotion advertising has become increasingly critical to sellers’efforts to improve their marketing strategies.In this paper,we mainly investigate sellers’optimal promotion advertising in terms of traffic changes and switches,trying to answer these following questions:(1)What is the optimal promotion advertising on the basis of online traffic?(2)As an online seller,how to adjust its promotion advertising with traffic changes and switch

关 键 词：移动App市场 价格促销广告策略 流量局部变化 流量转移 

分 类 号：F713.8[经济管理—广告] F274[经济管理—产业经济]