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1、摘要创造性地得出了社交网络广告价格随着社交用户数量增加而呈现先提高后下降的趋势的结论，即社交用户的数量对于社交网络广告价格的边际影响存在阀值。论文通过进一步分析得出结论如下，社交网络中存在着规模经济效应和先发优势，从而只有达到一定规模的社交网络才能有效提升双边参与者的消费者剩余并实现利润提升，从而验证了进入壁垒网络效应壁垒的有效性；在超过一定社交用户规模后，社交用户的质量特征（如更高的网络集聚系数）开始占据主要地位，使得广告的影响力由低概率的横向传播转向高概率的纵向扩散。同时，广告的需求价格弹性增加，对于社交网络企业来说降价能够带来更高的利润提升，即其广告的规模效应超过了价
2、格效应。由此，论文通过分析社交网络广告定价方面存在的问题，并对其加以建模和实证，从而强调了社交网络广告定价中社交关系和核心用户的重要影响，为进一步地分析解决社交网络中存在的相似问题做了铺垫。此外，论文在双边市场和社交网络两个方面的整合也使得社交网络广告的理论研究视角得以延伸，并不断与现实中合意的广告价格相靠拢。关键词：网络广告定价；社交关系强度；社交网络；交叉外部性IIAbstractAbstractUndoubtedly,withtheimprovementofpeople'slivingstandardsandtheirdemandlevel,people'ssocia
3、lneedsarealsobeingsatisfiedandextendedinvariousdegrees.Meanwhile,thankstotherapiddevelopmentofsocialnetworksandtheirintegrationwithothernetworkmedia,theprofitmodelrootedinthesocialnetworkalsosprunguprapidly.Asthemainprofitmodelofsocialnetworkingonlineadvertisingisundoubtedlypushedtothefore
4、frontoftheoreticalandpracticalresearch.Therefore,therapiddevelopmentofsocialnetworkshasbroughtopportunitytotheanalysisofadpricingbasedonsocialnetworks.Firstly,withrespecttothetraditionalonlineadvertisingpricing,theonlineadvertisingpricingconsideredthefeaturesofsocialnetworkingcanoffersocia
5、lnetworkingenterprisesgreaterconsumersurplus,whichmayimprovetheirprofitsfurther;secondly,areasonableprice-askingmecha-nismforsocialnetworkwillguidethebehaviorsofbothsocialnetworkusersandadvertisers,coordinateofinterestsofbilateralparticipants,andthusrealizetheParetoOptimalityoftheirbehavio
6、r.Thirdly,mostsocialnetworksstillremainthetraditionalonlineadvertisingpricinganddoesnotpayadequateattentionstotheimportanceofsocialrelationswithinsocialnetwork,consideringthegapbetweenexistingonlineadvertisingpricingmethodsandrelativetheoreticalstudies,whichmakestheexistingonlineadvertisin
7、gpricingdifficulttomeettheneedsofsocialnetworkadvertisingreasonableprice.Finally,fromtheviewofproductcharacteristics,thesocialnetworkadvertisingpriceisaffectedbythenumberofsocialusers,theothersideofsocialplatformandviceversa,whichrevealstheexistofbilateralmark
