摘要
建立了由单手机广告主、手机广告代理商和移动运营商构成的三级广告产业链之间的基于协作的收益共享契约模型,分析了在以移动运营商为主导的手机广告链中,移动运营商的努力动机受收益共享和努力成本补偿参数的影响.采用量化分析和模拟仿真结合的方法,得出契约参数只有在满足一定条件下,移动运营商所做出的最优努力水平投入决策,将使得整个手机产业链收益最大化,实现多方共赢.
In an uncertainty environment,the conversion rate of mobile advertisement is related to effort level the same as consumer＇s value.In a single-period three-stage supply chain which is composed of a single mobile advertiser,advertising agent and mobile operator based on cooperation,designs revenue-sharing contract between adjacent entities.Analyzes revenue-sharing and effort cost compensation parameters how to impact on mobile operator＇s effort level.Infers the contract parameters which are satisfied the controlled condition would lead the mobile operators to make the optimal decision about efforts level,which can ensure the mobile advertising industry chain to maximize the benefits and realize all-win in every participant.
作者
申红艳
SHEN Hong-yan(School of Management, Hubei University of Education, Wuhan 430205, Chin)
出处
《数学的实践与认识》
北大核心
2016年第22期22-31,共10页
Mathematics in Practice and Theory
基金
湖北省普通高等学校人文社会科学重点研究基地--湖北文化产业经济研究中心资助项目
关键词
手机广告
努力动机
努力成本补偿
收益共享契约
mobile advertising
effort incentive
effort cost compensation
revenue sharing contract
