摘要
社交网络及网络广告业的迅猛发展,给基于社交网络的广告定价分析带来了新的研究契机。一方面,相对于传统的网络广告定价方式,社交网络广告定价能够为社交平台企业带来更大的消费者剩余,进一步提高利润;另一方面,合理的社交网络要价可以为社交用户和广告商行为提供指引,协调平台上双边参与者的行为,最大化各自利益。论文首先利用双边市场理论分析了社交网络企业平台福利最大化约束下双边参与者的行为;接着,综合考察双边市场和社交网络两个方面的特征,提出了最优广告要价下的关系强度模型(Relation-Intensity Model);最后,通过基于人人网、微信朋友圈和微博的实证分析和检验发现,广告要价随着用户数量增加而呈现先提高后下降的趋势;合理的社交网络广告定价能够推动社交平台企业的规模经济性,而社交用户的流失则可能带来更大程度的规模不经济。无论是在理论创新和实践应用方面,社交用户的数量特征和结构特征在广告定价理论及企业经营中,都具有较好的研究价值和指导意义。
From the popularity of Micro-blog to the magnitude of the Wechat, social networking services （SNS） develops rapidly in our society. Meanwhile, as the main source of profit to social net- work enterprise, the industry of social network advertising （SNA） has also achieved its unprecedented prosperity. More and more diverse social network advertising also involves in the interaction among users, expands its frequency of contact with users, in order to influence their consumption behavior. So far, social networking sites have played an intermediary role of coordinating the social interaction between users and advertisers and by weighing the interests of both sides, adjusting bilateral investment, social networking sites are able to obtain advertising revenue and user value as high as possible. However, due to the traditional way of advertising pricing rarely reflects the impact of users＇ action; it is difficult to make full use of their resources to maximize its social welfare. This makes the analysis of social network advertising basis of the two-sided markets possess unique value. For this reason, this paper starts with the pricing of advertising, combines relative theory of the bilater- al markets with the characteristics of social networks, structures theoretical mode and analyzes the issues of optimal pricing in the environment of social network advertising. In detail, the paper is structured as follows： The first part, the article introduces the current development of social networks and its problems, highlights the disjointed relation between the rapid development of the advertising industry and the existing way of pricing. Furthermore, the paper describes the val- ue of marketing and the path of promotion in the SNA. In order to enhance the understanding of the pricing problem in the SNA, the paper has also set the scene. The second part, through the literature review, on one hand, the paper summarizes social networks, analyzes some of the foregoing issues of the social network topology. On the other hand, the paper makes a simple introduction for related theory in bilateral markets and systematically determines the feasibility study and its entry point. The third part, the paper firstly limits the scope of analysis, adopts the analytical model of Armstrong in monopoly platform, extracts cross-network externalities and other bilateral factors and puts the social network effects of the fully connected graph structure into the model analysis. Secondly, the paper structures the R-I model （Relation-Intensity Model） by combining the bilateral factors with the social effects, and concludes that the pricing effect of the num- ber of users exits a threshold value and that social relations intensity and the level of service on social networking platforms has a pos- itive effect on it. Finally, the paper illustrates the scene in the first part and compares with the traditional bilateral pricing model, high- lights the robustness of the R-I model. The fourth part, in order to validate the conclusion of the model further, the paper takes the Renren, Sina＇s Microblog and Wechat as example by crawling the data of their quarterly advertising revenues and the number of monthly independent uses and after analyzing the relationship between them, the paper concludes that： the effect of the number of users to the pricing of the SNA is positive and after its value reaches maximum, the effect turns to be negative. Thus, the paper verifies the existence of the threshold value. In summary, as the echoes of the first part, the paper summarizes the research findings, illustrates its value and innovation. It argues that the strength of social relationship can reflect the extent of us- er＇s dependence for social networking platforms from the side and by directly affecting the number of users to act on the pricing level of the SNA. However, the analysis of the paper is not perfect, one is that the paper limits to monopolistic social networking
出处
《南开管理评论》
CSSCI
北大核心
2016年第1期169-178,共10页
Nankai Business Review
基金
国家自然科学基金项目(71162005、71362016)资助
关键词
社交网络
广告定价
社交关系强度
双边市场
交叉外部性
Social Network
Advertising Pricing
Social Relation Intensity
Two-sided Markets
Cross Externality
