论网络广告的定价模式——一个在线信息流程假想图的研究范式

由于广告商和客户在广告效果的认同上存在的差异,就有了衡量网络广告有效性的标准和定价模式应该是围绕广告的影响力还是实际点击数来制定的争论,网络广告信息流程的四个层级和两个目的层次规律表明了现有网络广告定价模式的非市场取向性和各模式之间的割裂,也反映了传统广告思维模式与新媒体广告思维在当下网络广告定价模式上的对立与冲突。因此,网络广告的定价模式应该以能够精确描述影响力和实际结果的衡量方法,并按网络广告信息流程的不同层级实现分层定价机制,这是当下网络广告定价模式研究的重中之重。

On Network Advertisement Pricing Model——A Study Model of Hypothetical Chart of Online Information Flow

Differences between advertisers and consumers in assessing the advertisement effects lead to disputes about whether the pricing model is based on the effects or clicking times.The four-level and two-purpose structure of online advertisements reflect the non-market orientation of the pricing model and its separation from other models,and also reveals the conflicts between traditional and new thinking modes in network advertisement.Therefore pricing should be based on accurate effects and actual results and done on different levels for different stages in the information flow chart.