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论文编号：	10183
作者编号：	2120162669
上传时间：	2018/6/11 12:35:04
中文题目：	企业线上内容定向广告策略研究
英文题目：	Research on Corporate’s Strategy in Online Content-targeted Advertising
指导老师：	石鉴
中文关键字：	网络定向广告;线上内容定向广告;博弈论;广义第二价格
英文关键字：	Online targeted advertising;online content targeted advertising;game theory;generalized second price
中文摘要：	随着互联网技术的不断提高，人们的日常生活越来越离不开网络。同时，利用互联网、大数据等技术，企业可以从消费者的浏览内容中洞察到消费者的偏好，而根据不同消费者的内容偏好精准的投放广告是很多企业的做法。企业如何根据内容广告的特性进而改变自己的价格策略，内容定向广告对企业间的竞争有何影响，如果考虑广告竞价，处于竞争的企业又该如何决策。本文通过博弈论与营销学的相关理论研究以上问题。 首先，本文对网络定向广告的优缺点以及分类进行了整理并梳理了互联网内容定向广告的概念、参与实体等。然后对与本文研究相关的领域进行了文献综述。在模型部分，首先研究了考虑消费者产品及内容偏好的垄断环境下的企业广告策略，作为整文的研究基础；第四章将垄断拓展为双寡头竞争，研究了两企业基于内容定向广告的产品定价策略；最后，第五章加入内容定向广告的竞价策略，分析不同情况下企业如何改变广告策略与价格策略。第六章总结全文的研究结论，并提出了本文的研究不足与进一步的研究展望。 通过研究，本文主要获得以下结论：在垄断环境下，线下广告到达率和线上内容关注率与企业的需求和利润都呈正相关，而广告重叠率与企业的利润呈负相关。在内容广告成本外生的双寡头竞争市场中，当广告成本较低且竞争强度较高时，两企业都会投放契合其产品的内容广告，且他们会选择最大化售价的决策，放弃对无偏好消费者的竞争。当考虑内容广告的竞价原则时，发现当产品竞争较小时，两企业均会赢得契合自身产品的内容广告；当产品竞争较大时，一企业将赢得两个内容广告；而当产品竞争强度处于一定范围时，线下广告的成本会对均衡产生影响。
英文摘要：	With the continuous improvement of Internet technology, people's daily lives are increasingly inseparable from the Internet. At the same time, using technologies such as the Internet and big data, companies can gain insight into consumer preferences from the consumers' browsing content, and it is a practice for many companies to accurately place advertisements according to different consumers' content preferences. How do companies change their pricing strategy based on the characteristics of content advertising? How does content-targeted advertising affect competition among companies? If you consider advertising auctions, how do competitive companies decide? This article studies the above issues through the related theories of game theory and marketing. First of all, this paper organizes the advantages, disadvantages and classifications of network-targeted advertisements and sorts out the concept of Internet-targeted advertisements and participating entities. Then it reviews the literature related to the research in this article. In the model part, we first studied the corporate advertising strategy under the monopoly environment that considers consumer products and content preferences as the research basis of the whole article; The fourth chapter expands the monopoly into a duopoly competition, and studies the product pricing strategy based on content-targeted advertising between the two companies; Finally, the fifth chapter joins the content-targeted advertising bidding strategy, and analyzes how companies change advertising strategies and pricing strategies under different circumstances. The sixth chapter summarizes the research results of the full text, and puts forward the lack of research and further research prospects of this paper. Through the research, the main conclusions are as follows: Under the monopoly environment, the offline advertisement arrival rate and the online content attention rate are positively correlated with the company's demand and profit, and the advertisement overlapping rate is negatively correlated with the company's profit. In the duopoly competition market where content advertising costs are exogenous, when advertising costs are low and competition intensity is high, both companies will launch content advertisements that are compatible with their products, and they will choose the decision to maximize the selling price and give up the competitionon for no preference consumer. When considering the bidding principle of content advertising, it is found that when the product competition is small, both companies will win content advertisements that fit their products; when the product competition is large, one company will win two content advertisements; and when the product competition intensity is within a certain range, the cost of offline advertising will have an impact on the balance.
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