Internet环境下的网络广告投资渠道合作研究

Investment channels for web cooperative advertising based on Internet environment

广告是商家宣传产品的主要手段,以往的研究大都集中于传统环境下的供应链企业间的或者供应链与消费者之间的广告投资策略。随着互联网的飞速发展,网络广告的作用越来越明显。文章研究Internet环境下的网络广告投资渠道合作问题,把网络广告渠道分为大广告和小广告,运用博弈的方法,得到不同情况下的最优投入和最大收益,并用仿真技术验证结论的正确性。

In order to promote sales, it is necessary for the businessmen to have an advertising plan for their sales targets. In the literature of cooperative advertising with partners and pricing with customers, the focus of research is based on traditional environment. Along with the rapid development of the Internet, web advertisements play an increasingly prominent role. This paper studies the problem of the investment channels for the web cooperative advertising, which is classified into known web advertising and unknown web advertising. With the hell of game approach, these channels are analyzed respectively based on optimized investment and profit at maximum. And these results are proved by the technology of simulation.