English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 62568/95224 (66%)
造訪人次 : 2532719      線上人數 : 48
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    請使用永久網址來引用或連結此文件: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/75975


    題名: Design of a combinational auction mechanism for television advertising market in Taiwan
    作者: Cheng, Chi-Bin;Wu, Hung-Chung;Chan, C. C. Henry
    貢獻者: 淡江大學資訊管理學系
    關鍵詞: Advertising markets;Auction mechanisms;Combinatorial auction;Computational experiment;Exposure problem;Integer programming problems;Supply and demand;Television commercials;Time slots;TV channels;TV commercial;TV stations;Economics;Integer programming;Marketing;Television;Television broadcasting;Television stations;Commerce
    日期: 2012-10
    上傳時間: 2013-08-08 14:50:50 (UTC+8)
    出版者: Faisalabad: Medwell Journals
    摘要: The lack of a transparent mechanism makes the television advertising market in Taiwan extremely volatile to supply and demand changes. To resolve the problem, this study suggests a transparent and fair auction mechanism for the TV advertising market. A characteristic of television commercials is that 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. A combinatorial auction mechanism is proposed, which enables the advertisers to bid for a set of time slots simultaneously, thus avoiding the problem of losing any item in the bidder desired bundle. This study models the TV commercial combinatorial auction as an integer programming problem. One-month time slots of a TV channel in Taiwan are used in a computational experiment. The problem is solved by LINGO 12.0 and the resulting solutions provide a satisfactory allocation of time slots and maximize revenue for the TV station.
    關聯: Research Journal of Applied Sciences, Engineering and Technology 4(20), pp.4105-4111
    顯示於類別:[資訊工程學系暨研究所] 期刊論文

    文件中的檔案:

    檔案 大小格式瀏覽次數
    3865-3871_4(20)p4105-4111.pdf150KbAdobe PDF139檢視/開啟

    在機構典藏中所有的資料項目都受到原著作權保護.

    TAIR相關文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回饋