論電子商務的戰(zhàn)略競爭【外文翻譯】

1、外文翻譯ESSAYSONSTRATEGICCOMPETITIONINECOMMERCEDISSERTATIONMaterialSource:TheOhioStateUniversityAuth:WaleedMuhannaYiFanWangTodisplayadvertisementsinthe“sponsedlinks”locationonsearchenginecontentwebsitesadvertisersmustcompete

2、fthepremiumadplacementsthroughabiddingprocess.Advertisershavetojudgethevaluegeneratedfromconsumers’actionswhichinmostcasesismeasuredasthenumberof“clicks”ontheadvertisementthatconnecttomeinfmation.Thebidsthatadvertiserssu

3、bmitsignaltheircommitmenttowinningthisadvertisingspaceamongpotentialcompetits.Mediaownersofthesesearchsitesusuallygefadvertisementsasa“payperclick”rateadvertisersbidontheamounttheywillpayfeach“click.”Therefethestrategyof

4、managingthesepayperclickbidshassignificantimplicationsfmediaowners.Thepracticeinbusinessinmarketingeconomicsliteraturehasbeendominatedbyafocuson“payfplacement”inwhichadvertisersbidontheirplacementrankoftheiradvertisement

5、withinthecollectionofsponsedlinks.Thismechanismrecognizesthatadvertisershavedifferentthresholdamountsthattheyarewillingtopay.Bymergingthead’slocationrankwiththebiddingprocessmediaownerscanutilizethescarceadspacemosteffic

6、iently.Howeverthischapterexaminesbidsasamanagementstrategyifthewillingnessofadvertiserstopayissimilar.Atsearchenginescontentwksadvertisersbidsothattheiradappearsbasedonthekeywdsenteredintosearchquerythekeywdscanbebroadna

7、rrow.Themenarrowthekeywdthefewertheadvertiserswhoareinterestedinbiddingonthatterm.Whenpotentialadvertiserswanttheirinfmationtoappearbasedonthesamekeywdthebiddingfthead’srankdoesnotreflectanydifferenceamongthem.Insteadthe

8、biddingbecomesastrategicmovetoobtainanadlocationranknearclosecompetitssinceanadrankhasthesamevaluetoalladvertisers.Aframewkofbiddingoncommonvalueitemsconsequentlyyieldsamodificationinthestrategyofmanagingpayperclick.Thea

9、nalysisdemonstrateslookingfinfmationpayperviewisbettersuitedwhenconsumersaremeimpressedbytheirperceptionofthebannerimage.IntheresearchstreamofsearchadsFengBhargavaetal.(2003)focusoncontrollingofadvertisingcontent.Themedi

10、aownerfavsadvertisementsthatsuitthewebpagethememeanwhiletheadvertiser’sgoalmaynotalignwellwithmediaowner’sgoal.Fexamplearepulsiveadvertisementcandeteriatethereputationofthemediaowner’ssite.Itisintheinterestofthemediaowne

11、rtoputcontrolsontheadvertisingcontentsacceptedathissite.FengBhargavaetal.(2003)inparticularsimulatetherevenueimpactofvariousrankingmethodsonpayperclickinsearchadsincludingthemethodthatconsiderspastadvertisementclickthrou

12、ghrate.Edelmanetal.(2007)closelymodelstheYahoo!payperclickpractice.Alltheresearchbuildsontheauctionliteratureinwhichbidders’willingnesstopayisdiverseassumedunknownbythemediaowner.Therecognitionofnarrowkeywdsinsearchentri

13、essuggestsanewareaofstudytheanalysisleadstoadifferentstrategyonpayperclickmanagementwhenbidderheterogeneityisabsent.Fexampleifthekeywdentryisnarrowenoughthatveryfewadvertisersareinterestedtheseturnouttobeclosecompetitsin

14、thesameindustrytheassumptionofasymmetricadvertisersislost.Allocatingadlocationrankamongclosebiddersbecomesthefocusofpayperclickmanagement.Inasettingwhereoligopolyadvertisersbidfrankatsearchadssitesthisanalysisshowsthatcu

15、rrentprivateauctiondrivenpolicygeneratessuboptimalrevenuefthemediaowner.Thecontentrelevancy(Feng&Bhargavaetal.2003)isstillanimptantareaofwkfmediaowners.Howeverinthelongrunirrelevantadvertisingwillnotattractadequateclicks

16、thusitwilldissipate.Editialfilteringalsocanprovideadditionalcontentguards.Thispaperstwogenuinefitadvertisersexaminestheadrankchoices(thetopbottomofthepage)throughbiddingatasearchads’website.50Intuitivelytheauctionofadran

17、ksatasearchengine’swebpagewillfceadvertiserstocompete.Becauseadvertisersholdsamewillingnesstopayftheseadrankingstheauctionfailstoseparateadvertisersthecompetitionincreasesthecosttoobtainthesepositions.Incontrastaromizing

18、strategywherethemediaownergivesadvertisersequalchancestoobtainpositionsthrougharomallocationprocessdecreasesthecostofobtainingthepreferredrankthatturnsintoahighervalueofthelistingservicefadvertisersthatmediaownerscanextr