考虑交叉销售的O2O供应链合作广告策略研究

基于网络零售平台与制造商的合作广告实践，运用Stackelberg博弈理论研究了平台交叉销售效应及合作广告引导作用对O2O供应链合作广告决策的影响，并通过数值算例对参与合作广告计划前后渠道成员的决策变量均衡结果和利润进行对比分析，研究发现平台交叉销售效应是影响网络零售平台合作广告计划制定和实施的关键因素，只有当其达到一定水平时，制造商才拥有参与网络零售平台合作广告计划的资格；在一定条件时，合作广告计划能够实现制造商和网络零售平台利润的提升；当平台交叉销售效应较大时，网络零售平台获得的利润大于制造商。     

Taking back the power: an analysis of Black women’s communicative resistance

Black women are a structurally oppressed group in a subordinate position in the power hierarchy. Language is an important demonstration of group identity and is used to manage the day-to-day realities of being both Black and women. Scholars have devoted attention to explaining why Black women’s discursive practices are a function of their particular vantage point and can serve as a measure of protection against social and political hostilities. While there is a great deal of research acknowledging Black women’s ability to resist, the work can be extended by analyzing the specific resistance strategies Black women employ in common social environments. This essay uses Black/feminist standpoint and power and discourse frameworks to analyze Black women’s communicative resistance across three communication contexts: (1) education, (2) workplace, and (3) personal relationships.     

从后现代主义思潮到网络语言符号--网络语言符号动因论之一

本文从后现代主义哲学角度对网络语言的出现进行了分析。后现代主义哲学是对现代主义哲学的质疑、反思和批判的一种认知范式。它的彻底反传统、反权威、反理性、反中心的思潮在文学艺术方面的反映体现在反对严肃地探讨文艺,反对追求意义,提倡通俗文艺的“反文化”倾向,典型的后现代主义作品呈现出解构理性、躲避崇高、零度叙事、表象拼贴、玩耍态度(playfulness)与大众文化合流等鲜明特点。大众在“沉溺”於后现代文学艺术作品的同时,也接受了其中的后现代主义态度,这种态度反映到网民所用的交流语言上,便形成了网络语言的特点。     

基于中介者的欺骗点击方法的设计与实现

随着互联网的发展，互联网广告已经有超越传统广告的趋势。按点击计费（Cost Per Click，CPC）是众多计费模式中最流行的一种，但由于不法商家的介入使得欺骗点击现象越来越严重。虽然采用常规的防作弊方法可以减少欺骗点击数，但仍然会有部分欺骗点击难以检测。本文提出了一种新的欺骗点击的实现方法，通过中介者网站之间的互相协作，使CPC模式具体点击的不可见性达到最大化，能够在增加点击量的同时依然保持正常的点击率，使得常规的防作弊方法对其难以生效。此外，本文还分析了这种方法的一些实现细节和收益情况，最后通过试验数据说明了此方法的可行性。     

溢出效应和网络贴合度扰动下的二级供应链网络广告投放策略分析

为研究溢出效应和网络贴合度扰动下,二级供应链的网络广告投放策略问题,以强势制造商和两个网络零售商组成的二级供应链为研究对象,考虑产品的网络贴合度和网络广告计费特征,构建基于溢出效应的期望需求模型,通过博弈论方法给出了完全不合作、合作、半合作、战略联盟等4种模式下的均衡解,并对以上4种均衡结果进行比较分析。研究结果表明:无论在何种模式下,制造商批发价格与产品的网络贴合度成反比;固定位网络广告投资额和网络广告投资总额与产品的网络贴合度成正比,固定位网络广告投资额与溢出效应成反比;合作状态下的利润总额通常情况下较低;当产品的网络贴合度超过一定阈值范围时,采用战略联盟使得供应链成员利润最大化。     

When and why is perceived congruity important for in-game advertising in fantasy games?

The present study investigates how the perceived congruity (the perceived level of fit between the execution of the in-game ad and the game environment) of in-game advertising (IGA) in fantasy games affects both players' attitude towards the IGA and their play intention of the fantasy game in which it is embedded, and how these effects are moderated by perceived IGA interactivity. An experimental study with actual fantasy game players (N = 619) following a 2 (Congruent IGA − Incongruent IGA) × 2 (Interactive IGA – Non-interactive IGA) between-subjects design was conducted. The results indicate that the perceived congruity of IGA reduces the perceived intrusiveness of the IGA and positively contributes to the perceived realism of the fantasy game. Intrusiveness and realism, in turn, influence players’ attitude towards the IGA and their play intention of the fantasy game. Whilst the positive effect of perceived congruity through intrusiveness is reinforced by the perceived interactivity of the IGA, the effect of perceived congruity through realism is attenuated by perceived interactivity.     

Who avoids location-based advertising and why? Investigating the relationship between user perceptions and advertising avoidance

This study investigates how perceptual factors are associated with mobile consumers’ avoidance of location-based mobile advertising (LBA), and whether the relationships between the perceptual factors and LBA avoidance are influenced by consumers’ mobile device usage levels. The results of a national web survey with 605 Singaporean mobile consumers show that those who find LBA impedes goals, requires sacrifice, and lacks utility are more likely to avoid it. When examining the differences of heavy, medium, and light mobile device users, the analyses reveal that the effects of perceived utility and entertainment on LBA avoidance are greater for medium and heavy users than for light users. Theoretical and practical implications of our findings are discussed, as are the limitations and suggestions for future research.     

Why smartphone advertising attracts customers: A model of Web advertising,flow, and personalization

Thirty-five percent of US adults own a smartphone and more than seventy-three percent of the population in South Korea owns a smartphone in the first quarter of 2013. The number of people that use a smartphone has radically increased. Smartphone users always maintain connectivity, and frequent and swift communication with others. As the mobile advertising market is drastically expanded, advertisers and companies should be more attentive to effective smartphone advertising. This study suggests a comprehensive advertising model that combines a Web advertising model, personalization and flow theory in understanding the antecedents of purchase intention and influence processes in the context of smartphone advertisements. The results show that personalization has a positive association with informativeness, credibility, and entertainment of the advertising message while having a negative association with irritation. Purchase intention is increased by advertising value and flow experience. Advertising value has a positive relationship with credibility, entertainment, and incentives. Flow experience is positively associated with credibility, entertainment, incentives. Irritation negatively affects flow experience but advertising value. This study theoretically contributes to the application of the smartphone advertising model and practically contributes influential factors for effective advertising to marketers and advertisers.     

广播医药广告的路径依赖及其伦理思考

在事业单位企业化经营的二元体制决策下,我国广电机构既要服从党管媒体的行政约束,又要自寻财路、自收自支,由此走出了一条靠医药广告创收的道路。这不仅使广播公共服务的职能变得扭曲,也使得广播行业在长期的路径依赖作用下难以延展活力。广播的宣传事业属性及其实质上的无主性造成产权的模糊,进而使广播进入了一个行政和权力垄断的空间。广播时段虽然作为一种商品进入了流通环节,但由于垄断和人情关系的存在,市场竞争机制并没有在此流通环节得到充分发挥,而处于失灵状态。与此同时,整个广播行业出于广告创收的压力而不能直面医药广告所造成的传播伦理问题,而是以一种道德上的"集体无意识"将医药专题视为常态和必备。     

手机广告——移动互联网业务中的生力军

简要介绍了我国手机广告的现状,详细分析了移动互联网对发展该业务以及此类移动互联网业务对我国国民经济结构调整以及运营商自身实力提升的作用,并且指出当前我国建设手机广告产业链的主导力量是掌握移动互联网资源的电信运营商。