Advertising Resource Allocation Analysis for Intra-Site Search Engine Marketing - A Service Provider”s Perspective
In this study, we investigate advertising resource allocation issue of Intra-site search engine in electronic market.A conceptual model was proposed to explain the dynamic system of advertising in E-market.We then consider the resource allocation process as a set of knapsack problem on micro and macro level respectively.A heuristic algorithm was designed to maximize market operator”s profit under a series of constrains.Based on the analytic results from a search engine log dataset including clicks and inquiries provided by a leading B2B company,we setup a numeric study environment via reverse engineering.By tuning the resource allocation policy, the numeric study outcomes show that the performance of E-market platform, including fairness, efficiency,and profitability,can be improved significantly with properly adjusted resource allocation parameters.
Resource allocation E-business Search Engine
YANG Yu ZHANG Xilin MEI Lin LUO Binjie
Texas Tech Univ.Rawls College of Business,Lubbock,TX,79410,USA the University of Hong Kong,Hong Kong Southwestern University of Finance and Economics
国内会议
上海
英文
215-221
2011-12-02（万方平台首次上网日期，不代表论文的发表时间）