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    Title: 臺灣電視廣告市場之組合拍賣機制設計
    Other Titles: Combinatorial auction design for the TV commercial market of Taiwan
    台灣電視廣告市場之組合拍賣機制設計
    Authors: 吳鴻君;Wu, Hung-Chung
    Contributors: 淡江大學資訊管理學系碩士班
    鄭啟斌;Cheng, Chi-Bin
    Keywords: 電視廣告;TV commercial;組合拍賣;曝險問題;整數規劃;combination auction;exposure problems;integer programming
    Date: 2011
    Issue Date: 2011-12-28 18:31:58 (UTC+8)
    Abstract: 電視廣告市場在台灣一直欠缺一個透明的市場制度,以致市場需求波動時,常見不合理的價格變化。本研究企圖建立一個透明且公平的電視廣告拍賣制度,以解決市場失序的問題。電視廣告時段間具有綜效,亦即對於廣告主而言,同時取得某些時段比單獨取得有更大的效果。本研究採用組合拍賣機制,允許競標者指明其欲同時取得之廣告時段,以避免因無法取得而造成廣告主的曝險問題。本研究以整數規畫建立電視廣告市場之組合拍賣模型,並以中天電視台一個月的節目廣告時段為參考案例。經LINGO最佳化軟體求解後,結果顯示本研究之方法可提供合理的廣告時段分配建設,並最大化電視台之收益。
    The lack of a transparent market mechanism makes the TV commercial market in Taiwan extremely volatile to supply and demand changes.The aim of this study is to suggest a transparent and fair auction mechanism for TV commercial market to resolve the problem.A characteristic of TV commercial is there exists a synergy between time slots of commercials, i.e. it is more effective for advertisers to acquire some time slots together than just to obtain one of them.Thus,this studt suggest a combinatorial auction mechanism which enables the advertisers to bid for a set of time slots so the exposure problem can be eliminated.This study models the TV commercial combinatorial auction as an integer programming problem.one month of time slots of the CTI TV in Taiwan are used as a case study.The problem is solved by LINGO,and the resulting solutions provide a satisfactory allocation of time slots and the maximization of the TV station’s revenue.
    Appears in Collections:[資訊管理學系暨研究所] 學位論文

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