基于购买漏斗模型的多渠道网络广告效应研究  

Effect Evaluation of Multi-channel Online Advertisements Based on the Purchase Funnel Model

作　　者：杨文胜[1] 王海源 YANG Wensheng;WANG Haiyuan(School of Economics and Management,Nanjing University of Science and Technology,Nanjing,Jiangsu,210094)

机构地区：[1]南京理工大学经济管理学院,江苏南京210094

出　　处：《南京理工大学学报（社会科学版）》2024年第1期11-25,共15页Journal of Nanjing University of Science and Technology：Social Sciences

基　　金：江苏省社科基金项目“大数据驱动的电子优惠券效应测评与投放策略研究”(19GLB009)。

摘　　要：从企业发起渠道(firm-initiated contacts,FICs)和客户发起渠道(customer-initiated contacts,CICs)两方面,探讨了不同网络广告的短期及长期效应。通过对网络广告短期效应和长期效应的综合测评,以期为企业营销合理分配广告预算提供实践指导。实证研究发现,从短期来看,FICs品牌型广告的即时效应最大,从长期来看,FICs广告有着最强的长期累积效应,特别是短信广告。FICs广告的效应持续时间比CICs广告的效应持续时间更长。CICs品牌型搜索广告在首页访问阶段产生了更高的效应,CICs通用型搜索广告在主页访问和详情页访问阶段的效应较为相近,而FICs广告能更有效地吸引客户转到特定的产品详情页面。This paper means to measure both the short-term and long-term effects of different online advertisements from two aspects,namely,the firm-initiated contacts(FICs)and customer-initiated contacts(CICs).A comprehensive evaluation to these short-term and long-terms advertising effects is hopefully able to provide practical guidance for marketers to rationally allocate advertising budgets.Empirical studies illustrate that FICs brand advertising has the greatest immediate effect in the short term.By contrast,FICs advertising has the strongest long-term cumulative effect in the long run,especially by SMS advertising.FICs advertising duration is longer than CICs advertising does.CICs brand search ads have a higher effect in the funnel homepage visit stage,while CICs general search ads have similar effects in the homepage visit and detail page visit stages.FICs advertisements more effectively attract customers to specific product detail pages.

关 键 词：多渠道网络广告 短期效应 长期效应 购买漏斗模型 SVAR模型 

分 类 号：F490.6[经济管理—产业经济]