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关键词拍卖中基于广义第一价格的投标价格决策分析

, PP. 66-71

Keywords: 关键词拍卖,最优投标价格,胜标概率,广义第一价格拍卖机制

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Abstract:

?在关键词拍卖中,由于广告商不能保证对关键词的估价是最优投标价格,因此如何选取最优的关键词投标价格一直是广告商急于解决的问题。基于与Friedman投标模型假设条件等价的关键词拍卖投标假设条件,计算了各个关键词广告位置的胜标概率,并在广义第一价格拍卖机制下建立了关键词投标价格决策模型。该模型可以使广告商选取最优的关键词投标价格。最后通过仿真验证了该模型的有效性。

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