Redirigiendo al acceso original de articulo en 21 segundos...
Inicio  /  Algorithms  /  Vol: 12 Núm: 1 Par: January (2019)  /  Artículo
ARTÍCULO
TITULO

A Pricing Strategy of E-Commerce Advertising Cooperation in the Stackelberg Game Model with Different Market Power Structure

Ling Zhu and Jie Lin    

Resumen

A lot of research work has studied the auction mechanism of uncertain advertising cooperation between the e-commerce platform and advertisers, but little has focused on pricing strategy in stable advertising cooperation under a certain market power structure. To fill this gap, this paper makes a study of the deep interest distribution of two parties in such cooperation. We propose a pricing strategy by building two stackelberg master-slave models when the e-commerce platform and the advertiser are respectively the leader in the cooperation. It is analyzed that the optimization solution of the profits of both parties and the total system are affected by some main decision factors including the income commission proportion, the advertising product price and the cost of advertising effort of both parties’ brand in different dominant models. Then, some numerical studies are used to verify the effectiveness of the models. Finally, we draw a conclusion and make some suggestions to the platforms and the advertisers in the e-commerce advertising cooperation.

 Artículos similares

       
 
Hualing Lin and Qiubi Sun    
Accurately predicting the volatility of financial asset prices and exploring its laws of movement have profound theoretical and practical guiding significance for financial market risk early warning, asset pricing, and investment portfolio design. The tr... ver más
Revista: Information

 
Marcos M. Salvatierra, Mario Salvatierra, Jr. and Juan G. Colonna    
In general, the unit-demand envy-free pricing problem has proven to be APX-hard, but some special cases can be optimally solved in polynomial time. When substitution costs that form a metric space are included, the problem can be solved in O(n4)" role="p... ver más
Revista: Algorithms

 
Shaopeng Zhong, Rong Cheng, Xufeng Li, Zhong Wang, Yu Jiang     Pág. 273 - 297
Most of the existing research on shared autonomous vehicles (SAVs) and road congestion pricing have studied the short-term impact on traffic flow. These types of studies focused on the influences on mobility and ignored the long-term impacts on regional ... ver más

 
Elias Munapo     Pág. 6 - 10
The paper presents a new method for solving the 0?1 linear programming problems (LPs). The general 0?1 LPs are believed to be NP-hard and a consistent, efficient general-purpose algorithm for these models has not been found so far. Cutting planes an... ver más

 
Ling Zhu and Jie Lin    
A lot of research work has studied the auction mechanism of uncertain advertising cooperation between the e-commerce platform and advertisers, but little has focused on pricing strategy in stable advertising cooperation under a certain market power struc... ver más
Revista: Algorithms