On The Behavior Strategy Between Members And Coordinating Mechanism Design Of Internet Advertising Product Supply Chain

Internet has changed the ways that people receive and use information, which displays in business, education and daily life, etc., and Internet advertising suddenly becomes protagonist of network economy after the emergence of standardization software, scale operation, effective objective orientation. Owing to the different characteristics of communicative media, the essential difference between Internet advertising and traditional advertising lie in that communicative receivers can interact with Internet advertising or Internet advertising owners, or interact with themselves among communicative receivers.Internet advertising product supply chain is a kind of service supply chain that involves these activities related to Internet advertising product of R&D, design, manufacture, communication, release and reaction to communicative receivers. Firstly, each member of Internet advertising product supply chain separately belongs to different investors who own different interest and duty and limited information, which lead to conflict in interest and risk to various degree, while respective local interest and behavior of each member are often not identical with systematic goal of the whole supply chain, which result in reducing systematic performance of Internet advertising product supply chain and decreasing revenue of members. Secondly, natural attribute of Internet and Internet advertising product make it difficult in constituting acknowledged standard of measuring the number of visiting Internet advertising, scaling the reactive degree to Internet advertising by receivers, and optimizing Internet advertising pricing model, which causes great difficulty in adjusting the efficiency of Internet advertising, and designing the compensation mechanism for the manufacturing and communicating work of advertising agency and media owner. Therefore, it is necessary to analyze the behavior strategy between the members of Internet advertising product supply chain, design and use coordinating mechanism of supply chain in order to share useful information, reconcile decision behavior of individual member, and make the individual behavior and objective of members identify with systematic behavior and objective of supply chain.In the dissertation, design coordinating mechanism of Internet advertising...