互联网营销服务创新及其价值——基于赞助搜索广告的分析被引量：2

Internet-based Marketing Service Innovation and Its Value——Evidence from Sponsored Search Advertising

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摘要赞助搜索广告是当前互联网主要的创新营销服务之一.本文基于某消费参考网站的数据,对固定排名机制下的赞助搜索广告的价值生成机制进行了计量分析与验证.研究结果发现,赞助搜索可以显著地提高广告主的销售收入,对促进其他广告效果方面也有一定的延伸价值.研究还讨论了赞助搜索广告服务模式的改进对策,为互联网经营创新及广告主决策提供实际的理论参考. Sponsored search advertising has become an increasingly prevalent way employed by e-commerce operators. It conducts an empirical study on the mechanism of value genesis of the sponsored search advertisement under the fixed rank with the data from a large online consumer review website. It provides support for the innovation and effectiveness of sponsored search advertising in increasing the sales of the advertisers. Furthermore, the sponsored search advertising method is found to have extended effects on other advertising means at the website. It also discusses the improvement measures of the sponsored search advertising, and provides practical reference for interact based innovation for advertisers.

作者卢向华彭志伟巴素琳

机构地区复旦大学管理学院康涅狄格大学商学院

出处《研究与发展管理》 CSSCI 北大核心 2011年第6期64-69,共6页 R&D Management

基金国家自然科学基金资助项目(70601006 70828003 71172037)

关键词互联网营销服务创新赞助搜索广告价值分析 internet-based marketing service innovation sponsored search advertisement value analysis

分类号 F270 [经济管理—企业管理] TP393.4 [自动化与计算机技术—计算机应用技术]

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