期刊论文

Li, G

英文

Electronic Commerce Research and Applications

1567-4223

2023

62

10.1016/j.elerap.2023.101329

National Natural Science Foundation of China [72272013, 71971027, 71521002, 52002349]; Youth Foundation of Social Science and Humanity, Yangzhou university; Project of Philosophy and Social Science Research in Colleges and Universities in Jiangsu Province [2022SJYB2132]; Yangtze River Cultural Research Institute 2023 Open Project [CJ2309]

本校为其他机构

This study focuses on two types of online advertising: mass advertising and targeted advertising. First, models for equilibrium pricing and profit influencing decisions are constructed based on asymmetric cost efficiency and converter preference. Second, game theory is used to analyze two scenarios: competitive enterprises participating simultaneously in both mass advertising and targeted advertising, and only one enterprise participating in targeted advertising. The main research findings are as follows: 1) Between the two advertising modes, enterprises can realize Pareto optimization more ea...