资源描述:
《论电子商务的战略竞争【外文翻译】》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、外文翻译ESSAYSONSTRATEGICCOMPETITIONINE-COMMERCEDISSERTATIONMaterialSource:TheOhioStateUniversityAuthor:WaleedMuhannaYiFanWangTodisplayadvertisementsinthe“sponsoredlinks”locationonsearchengineandcontentwebsites,advertisersmustcompeteforthepremiumadplacementsthroughabiddingprocess.Adver
2、tisershavetojudgethevaluegeneratedfromconsumers’actions,whichinmostcasesismeasuredasthenumberof“clicks”ontheadvertisementthatconnecttomoreinformation.Thebidsthatadvertiserssubmitsignaltheircommitmenttowinningthisadvertisingspaceamongpotentialcompetitors.Mediaownersofthesesearchsite
3、susuallychargeforadvertisementsasa“pay-per-click”rate;advertisersbidontheamounttheywillpayforeach“click.”Therefore,thestrategyofmanagingthesepay-per-clickbidshassignificantimplicationsformediaowners.Thepracticeinbusinessandinmarketingandeconomicsliteraturehasbeendominatedbyafocuson
4、“pay-for-placement,”inwhichadvertisersbidontheirplacement,orrank,oftheiradvertisementwithinthecollectionofsponsoredlinks.Thismechanismrecognizesthatadvertisershavedifferentthresholdamountsthattheyarewillingtopay.Bymergingthead’slocationrankwiththebiddingprocess,mediaownerscanutiliz
5、ethescarceadspacemostefficiently.However,thischapterexaminesbids,asamanagementstrategy,ifthewillingnessofadvertiserstopayissimilar.Atsearchenginesorcontentnetworks,advertisersbidsothattheiradappearsbasedonthekeywordsenteredintosearchquery;thekeywordscanbebroadornarrow.Themorenarrow
6、thekeyword,thefewertheadvertiserswhoareinterestedinbiddingonthatterm.Whenpotentialadvertiserswanttheirinformationtoappearbasedonthesamekeyword,thebiddingforthead’srankdoesnotreflectanydifferenceamongthem.Instead,thebiddingbecomesastrategicmovetoobtainanadlocationranknearclosecompet
7、itors,sinceanadrankhasthesamevaluetoalladvertisers.Aframeworkofbiddingoncommon-valueitemsconsequentlyyieldsamodificationinthestrategyofmanagingpay-per-click.Theanalysisdemonstratesthatmediaownerscanimprovetheiradvertisingrevenue,whentheadvertiserheterogeneityisabsent,byswitchingfro
8、mapay-for-placementbidproc