基于效果定价模式的网络直播广告定价决策研究  

Pricing strategies of live streaming ads based on effect pricing model

作　　者：李莉[1] 胡娇 LI Li;HU Jiao(School of Economics&Management,Nanjing University of Science&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：《管理工程学报》2024年第1期193-204,共12页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金项目(71771122)。

摘　　要：网络直播广告作为一种新型营销方式快速发展,优化直播广告运营主体努力水平及定价策略是一项值得深入研究的课题。本文基于广告投放效果的两种定价模式,构建了包含两个广告商和一个主播的网络直播广告定价决策模型,探索广告商与主播的最优努力水平选择及广告定价策略。研究发现:CPW(cost per watch)定价模式下,广告商承担了消费者是否购买的不确定性风险,当消费者敏感性系数偏低时,广告商会提交较低的出价,且B/D两类广告商赢得竞拍的概率相等;对比CPW模式,在CPA(cost per action)定价模式下广告商的努力水平更低,且CPA定价模式中B型(品牌型)广告商赢得竞拍的概率更大,但赢得竞拍的广告商边际利润往往较低;与广告商相反,主播在CPA定价模式下的收益大于CPW,且随消费者敏感性系数的增加,两种定价模式下的收益差逐渐增大;CPW定价模式下预期观看直播的用户量和购买率均高于CPA,网络直播市场倾向于从CPW广告定价合同中获得较大收益。Amid the background of the COVID-19 pandemic overshadowing in the world,the ads mode of live streaming marketing is flourishing in the online consumption market.Live streaming ads refer to the advertisement run by the anchors to the audience in their live streaming room through the live streaming platform.Practically,live streaming advertising can increase the expected profit of the advertiser and the anchor through the anchor′s fan economy.Because the anchors′efforts can not only increase the number of audience who watch the live streaming,but also promote the purchase rate.Therefore,the number of audiences and purchase rate are regarded as performance standards of live streaming advertising.There are two effect pricing models of live streaming advertising:Cost Per Watch(CPW)and Cost Per Action(CPA).Under the former model,the advertiser needs to pay for the number of consumers who watch the live,while the later one requires the advertiser to pay for instant purchases generated from the live streaming.Regarding of this,how to choose the optimal advertising pricing model for the advertiser and the anchor is a topic deserved to be studied deeply.In making the price of live broadcast ads,first,the anchor chooses an advertising pricing model,either CPW or CPA,and then the advertiser offers his bid according to the anchor′s decision.Next,the advertiser who wins the live streaming advertising space decides how to make effort,and strives to improve the brand reputation to stimulate consumers to purchase.The anchor determines the effort level while live streaming.More effort,more audience and more consumers,which will lead to an increase of purchase rate.While making decisions,there are the following questions:1)How does the advertiser bid under different advertising pricing models?2)Under each advertising pricing model,how do the advertiser and the anchor determine the optimal level of effort?3)How do the two advertising pricing models,CPW and CPA,affect the profit of the advertiser and the anchor?4)Which advertis

关 键 词：直播广告 定价模式 努力水平 广告决策 

分 类 号：F713.8[经济管理—广告]