网络广告品供应链上各主体间的行为策略与协调机制设计研究

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1、第二部分分析问题：简要回顾网络及网络广告发展历程，阐述网络广告的特点、类型与发布形式，从整体上分析网络广告品供应链形成的原因和特点，提出研究各主体之间行为策略与协调机制设计的模型。第三部分解决问题：用网上流的经历模型分析网络广告传播受众的行为，用搜寻理论模型分析网络广告主与传播受众之间的行为，用产品差异化模型分析网络广告商与媒介主和传播受众之间的行为，用动态多阶段委托代理模型进行协调机制的设计，目的是为了提高网络广告品供应链的整体性能，为传播受众提供最好服务，从而提高供应链上网络广告品的竞争能力。最后对论文进行总结，并指出未来的研究方

2、向。关键词：网络广告品供应链，行为策略，机制设计，纳什均衡，动态多阶段委托代理ⅡAbstract／ntemethaschangedthewaysthatpeoplereceiveandaseinformation，whichdisplaysinbusiness，educationanddallylife，etc．，andIntemetadvertisingsuddenlybecomesprotagonistofnetworkeconomyaftertheemergenceofstandardizationsoftware，scaleo

3、peration，effectiveobjectiveorientation．Owingtothedifferentcharacteristicsofcommunicativemedia，theessentialdifferencebetweenIntemetadvertisingandtraditionaladvertisinglieinthatcommunicativereceiverscaninteractwithIntemetadvertisingorInteractadvertisingowners，orinteractwi

4、ththemselvesamongcommunicativereceivers．IntemetadvertisingproductsupplychainisakindofservicesuPplychainthatinvolvestheseactivitiesrelatedtoIntemetadvertisingproductofR&D，design，manufacture，communication，releaseandreactiontocommunicativereceivers．Firstly,eachmemberofInte

5、ractadvertisingproductsupplychainseparatelybelongstodifferentinvestorswhoowndifferentinterestanddutyandlimitedinformation，whichleadtoconflictininterestandrisktovariousdegree，whilerespectivelocalinterestandbehaviorofeachmemberareoftennotidenticalwithsystematicgoalofthewh

6、olesupplychain，whichresultinreducingsystematicperformanceofIntemetadvertisingproductsupplychainanddecreasingrevenueofmembers．Secondly,naturalattributeofInteractandInternetadvertisingproductmakeitdifficultinconstitutingacknowledgedstandardofmeasuringthenumberofvisitingIn

7、teractadvertising,scalingthereactivedegreetoIntemetadvertjsingbyreceivers，andoptimizinghitemetadvertisingpricingmodel，whichcausesgreatdifficultyinadjustingtheefficiencyofIntcrnetadvertising，anddesigningthecompensationmechanismforthemanufacturingandcommunicatingworkofadv

8、ertisingagencyandmediaowneLTherefore，itisnecessarytoanalyzethebehaviorstrategybetweenthemembersofInteractadver