在线关键词广告研究综述:新的研究方向

Keyword Advertising:A New Research Issue

作为拍卖理论在电子商务领域的又一成功应用,在线关键词广告已经成为学术界和企业界共同关注的一个热点问题,近年来一直处于快速发展中。本文首先对在线关键词广告的实践创新进行了介绍;其次,就在线关键词广告的理论探索从拍卖机制、广告商策略行为与"点击欺诈"这三个重要研究问题的最新研究动态进行了分析与综述,并对国内学者在该方向的理论研究进行了总结;最后,文章对在线关键词广告的研究前景进行了探讨。

With its success in auction practice,Key words：advertising has become one of research frontiers of E-Commerce in recent years.This paper focuses on the progresses of keyword advertising not only in practice but also in theory.In particular,it analyzes three main topics of keyword advertising which include auction mechanism,strategic behavior of advertiser and click fraud.Also,the paper reviews present work of this issue in China.Based on the above,some challenges are proposed for future researches which still have enormous space to be explored.