【作者】 高俊；

【导师】 杨彦武；

【作者基本信息】 华中科技大学 ， 会计硕士（专业学位）， 2017， 硕士

【摘要】 电商平台的关键字广告已经成为各大电商卖家的主要广告形式。目前,关于关键字广告竞价策略方面的研究已经取得显著成果,而具体到电商平台关键字层面的投资组合研究却鲜有涉及。在广告活动预算约束条件下,电商卖家如何在不同的关键字之间进行合理的投资组合成为广告主面临的关键问题。科学地进行关键字投资组合可以充分地利用广告资源,增加商品的曝光量,最大化关键字广告的收益,使广告主在日趋激烈的广告营销中迅速占领市场。本文结合Amazon电商平台广告的实际情况和特点,利用马科维茨投资组合理论,提出了一种新的思路来解决关键字投资组合问题。特别是,我们将关键字广告的分配过程作为一个不能卖空的投资组合问题,在总预算约束条件下,最大化广告的期望收益率和最小化关键字的出价风险,并通过模型求解来得到一个关键字的最优投资组合方案。本文选取了亚马逊电子商务平台的关键字竞价广告日志数据,结合数据设计了关键字广告投资组合的相关实验,并且对实验结果进行了评估。实验结果表明,在同一预算条件下,本文提出的关键字广告投资组合的方案能够使得亚马逊广告主在更低的风险水平下获取更高的收益。更多还原

【Abstract】 With the rapid development of e-commerce,advertisers demand for network marketing is growing.Electric business platform keyword advertising has become the major manufacturers of major advertising and marketing form.At present,the research on the bidding strategy of keyword advertising has made remarkable achievements,but the research on the keyword-level investment portfolio is rarely involved.Under the budget constraints of the campaign,how the merchant sellers make a reasonable combination of different keywords becomes a key issue for advertisers.A reasonable keyword portfolio can make full use of advertising resources,increase the exposure of goods,and maximize the benefits of keyword advertising,thus help advertisers quickly obtain the market in the increasingly fierce advertising and marketing.Based on the actual situation and characteristics of advertising platform,this paper puts forward a new way to solve the problem of keyword portfolio by using Markowitz’s portfolio theory.In particular,we use the keyword advertising distribution process as a short-selling portfolio problem that maximizes the expected return on advertising and minimizes the keyword’s bid risk under total budget constraints.By solving the portfolio model under the two conditions separately,we can get the optimal portfolio scheme of one keyword.This paper chooses the keyword advertising log data of Amazon e-commerce platform,designs the experiment of keyword advertising portfolio,and evaluates the experimental results.The results show that under the same budget conditions,the proposed keyword advertising portfolio can give Amazon advertisers a higher level of profit at a lower risk level.更多还原