基于双版面Hotelling模型的在线广告灵活版面定价策略研究

doi:10.16381/j.cnki.issn1003-207x.2017.12.013

摘要/Abstract

摘要： 在线广告版面的易逝性及市场需求的不确定性是广告版面供应商面临的一大难题。灵活版面已成为广告版面供应方应对这一难题、最大化收益的重要策略。本文基于在线广告版面间的可替代性，构建了在线广告整售模式下完美信息双版面Hotelling模型，通过剖析在确定版面与灵活版面不同价格组合下的需求方策略行为，发现了供应方灵活版面策略的最优定价策略空间。研究结果表明，版面供应方须协调确定版面和灵活版面的定价方能用灵活版面策略最大化其收益，否则将会因跌落两个降价陷阱从而导致收益减少。进一步研究发现，如果版面容量足够大，对确定版面适中定价，采用灵活版面策略总是能够使供应方收益最大，该最大值随着需求方效用敏感度的增加而单调增加；当版面容量不是很大，但若需求方偏好效用敏感度足够大，灵活版面策略也能够提高供应方收益。如果版面容量太小，没有必要采用灵活版面策略。

关键词: 在线广告, 灵活版面, 双版面Hotelling模型, 收益管理, 定价策略

Abstract: Online advertising has grown at a fast pace over the past decade and the growth is not expected to slow down in the future. But it is challenging for online pages supplier that online AD pages capacity is perishable and its market demand is of great uncertainty. It makes AD pages supplier adopt the Flexible Page Strategy (FPS) to increase their revenue. In this paper, based on the substitutability between the online advertising spaces, a Double-Page Hotelling Model with perfect information is proposed to analyze the demanders' strategic behavior to the different price combination considering demanders' preference and consumer surplus. Our analysis thus highlights the importance of coordination the specific page (SP) pricing and flexible page (FP) pricing to maximize the supplier's revenue. Studies have shown that in order to maximize their revenue through FPS, the supplier shall coordinate price SP and FP, otherwise will be falling for two price trap resulting in reduced revenue.
It is found that there is the optimal pricing for FPS of the supplier. When pricing of SPis moderate, if the capacity is large enough, FPS can always make the supplier revenue maximum, which increase as the demand preference utility sensitivity will monotonously increase.And if the capacity is not very big, as long as the preferences utility sensitivity of the demanders is enough big, FPS can improve the supplier's revenue.If the capacity is too small, it is not necessary to adopt FPS.

Key words: online AD, flexible page, double-page hotelling model, pricing strategy, revenue management

中图分类号:

C939

许淑君. 基于双版面Hotelling模型的在线广告灵活版面定价策略研究[J]. 中国管理科学, 2017, 25(12): 117-125.

XU Shu-jun. Based On the Double Product Hotelling Model Flexible Product Pricing Strategy Research Of Online Advertising[J]. Chinese Journal of Management Science, 2017, 25(12): 117-125.

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