基于混合定向方式的移动定向广告投放策略研究

Mobile targeted advertising strategy based on mixed targeting

以移动广告为研究背景,研究地理定向和消费者产品偏好定向相结合的混合定向方式下企业的定向广告投放策略,同时通过对比企业投放定向广告与大众广告,研究企业的广告策略选择问题。研究发现,企业运用定向广告策略应针对不同的消费者群体提供差异化较大的营销策略:对属于企业近距离范围且偏好企业产品的优势市场,企业应加大广告投放力度并实行高价;为了争取部分远端劣势市场的收益,企业应向其投放一定力度的广告并实行低价;对属于双方的竞争市场,企业应选择中等程度的广告和价格。同时,通过与企业投放大众广告相比较,发现竞争企业使用定向广告策略反而不如使用大众广告策略。

The continuous development of mobile internet and the widespread popularization of mobile terminal devices such as smartphones have made the users′online behavior and internet life transfer from the PC to the mobile terminal,which provides a huge space for the development of mobile advertising.With the positioning services of mobile terminals,firms can accurately acquire consumers′real-time geographic location information to realize geo-targeting,and then conduct marketing activities such as targeted advertising based on geo-targeting.Meanwhile,personal attribute information and historical behavior information(e.g.browsing,clicking and purchasing)of mobile users can provide more detailed consumer product preference information for firms,so as to realize consumer preference targeting.Using the mixed targeting which is the combination of geo-targeting and consumer product preference targeting,on one hand,it can realize a more comprehensive and stereoscopic understanding of consumers,and on the other hand,it can achieve more precise market segmentation and differentiated marketing.At present,the practice of mobile advertising is developing rapidly,and mixed targeting has become the main trend of targeted advertising.However,there is a lack of research on targeted advertising strategies of competitive firms under the mixed targeting based on consumers′multi-dimensional information in the theoretical research.Based on context above,this research studies the firm targeted advertising strategy and pricing strategy for different consumer groups under the mixed targeting and considers the advertising strategy selection by comparing the two cases of mass advertising and targeted advertising.The two-dimensional Hotelling model is suggested to established as the basic model in the research.Suppose that consumers are heterogenous for the advertising products provided by the two competing firms in geographic location and product preference,and each consumer will buy the product from the firm that maximizes her utility.At the same time,each firm has two kinds of information about consumers′geographic location and product preference.Both firms divide consumers into two categories in two dimensions respectively,and thus all consumers are segmented into four different groups.Consumers in group 1 are closer to firm A and prefer the product of firm A,while consumers in group 2 are closer to firm B but prefer the product of firm A.Consumers in group 3 and group 4 are the opposite of those in group 1 and group 2 respectively.So,group 1 and group 3 are the strong markets belong to the two firms separately,and they are also could be regarded as the weak markets of the rivals.Group 2 and group 4 are the markets where the two firms need to compete.When both firms advertise to consumers in each group,they choose their advertising intensities and product prices simultaneously to compete with each other.After firms have sent their ads,different consumers will be informed by different advertising information,which results in three situations:receiving only one firm′s ads and just buying from the firm(partially informed),receiving ads from both firms and choosing the lower price(full informed),receiving no ads(uninformed).Correspondingly,this kind of“information heterogeneity”created by advertising will segment the market into exclusively captive,selective and uninformed consumers.At the same time,assume that the advertising cost is increasing and convex in the advertising intensity,and then the two firms choose the optimal advertising intensities and product prices to maximize their advertising revenue.Research has shown that firms should provide differentiated marketing strategies to different consumer groups when using targeted advertising strategies.For the strong market that belongs to the close range of firms,the firm should increase the advertising intensity and implement high price.In order to obtain the benefits of some remote weak market,the firm should deliver ads with low advertising intensity and set low price.For the competitive markets of both sides,the firm should choose a medium degree of advertising intensity and price.It is worth noting that by comparing with the mass advertising we found that the profit of using targeted advertising strategy is not as good as that of mass advertising strategy.Admittedly,the transformation of advertising strategy from mass advertising to targeted advertising is both a progress and a trend.However,the results of the research indicate that if competitive firms simultaneously use targeted advertising strategies,it will harm the firms and may make the firms fall into a“prisoner′s dilemma”.