| Web advertising in our country grows up rapidly as the internet develops, and goes into our field of vision as the fourth biggest media-advertising after newspapers and periodicals, TV, radio. Along with the rapid development, people are taking the study more and more thoroughly on evaluating the effectiveness of web advertising. Going with it, a series of pricing models on web ads are coming forth. Except CPM(Cost Per thousand Impressions), CPC(Cost Per thousand Click-through), CPR(Cost Per Response, CPA(Cost Per Action), there are also other pricing models, such as PFP, CPL, month-method and so on. As all the pricing models have some shortages, or congenitally deficient, or not applied, this restricts the deep development of web ads in some way.This paper begins from media traits, penetrating step by step. Firstly, penetrates into the normal characteristics and kinds of web ads, then into the methods of evaluating effectiveness, and on basis of this, penetrates into the traditional pricing methods of web ads. Based on the consumers'mental development, notice——interest——appetite——action, the author analyzes carefully the representative pricing models CPM, CPC, CPR, CPA, and summarizes their strengths and shortage, and constructs the integrated pricing model on base of this. This model acts on the premise of product category. Firstly, products are classified as High involvement-functional products, Low involvement-functional products, High involvement-expressive products and Low involvement-expressive products. Then on basis of the integrated pricing model, the author takes deep research on the pricing of"Netease", which can opens out the strengths of the integrated pricing model, as well as show the potential problems. Through this, we hope the trade standard will be unified, and a unified, normative pricing model on web ads will be found as soon as possible.This paper is divided into six chapters.The first chapter:Introduction. The first part is the issue raised and the significance of research. Through domestic and international network ad pricing strategies related issues comprehensive study of literature, and on the basis of qualitative analysis about various pricing strategies, the author puts forward a online advertising pricing strategy including four varivables CPM, CPC, CPR and CPA to measure the spread effect of Internet advertising. And this strategy is applied to the example of Netease Web ad pricing strategy, to verify the practical significance of existence. This is followed by domestic and international research actuality and major research content and structure.The second chapter: Portal online advertising and its effects evaluation summary. First of all,the author introduces the media and the knowledge of portal briefly. Secondly, the author introduces the development course of Internet advertising, Internet advertising features, advantages and types. Finally, on the basis of relevant knowledge, the author analyzes the means of the effectiveness evaluation of online advertising, including the number of ad exposure, click rate, rate of consumer behavior, and further analyzes the linkages between the evaluation indexes,which does a good bedding for the next chapter about the online advertising pricing strategy.The third chapter: The research of network ad pricing strategy. This chapter introduces the main traditional pricing methods briefly, and further analyzes their respective strengths and the weaknesses, and introduces the improving vision of portal online advertising pricing strategies. First of all, the author analyzes the cost per thousand impressions(CPM), the pricing strategy measures Internet advertising effect by browsing number of the online advertising pages.The homepage or advertisement requested by the user is viewed once, is called one impression. This pricing strategy once prevailed, but has obvious flaw, which is beneficial to the site publisher, but the not fair to advertisers. Secondly, the author analyzes the strengths and weaknesses of cost per thousand clicks. The pricing strategy is web ad pricing model, which is linked to related web sites or detailed pages 1000 times by advertising graphics. For example, advertisers to buy 10 CPC, means the ads can be clicked 10,000 times. This pricing strategy is opposed to CPM, which is negative to the publishers. Next, the author analyzes the strengths and weaknesses of cost per response and cost per action. CPR has its own shortcoming: the reaction of target audiences is difficultly to quantify, which is inevitable to have some effect measruement error. In addition, to play a role in building brands of CPR pricing, advertisers need to invest more resources to enable the interaction between the audience and products timely and effective. The biggest drawback of CPA is: it clearly measures the sales effect of network ads, but completely denies the brand-building role of web ads to companies or products.The fourth chapter: The integrated pricing model construction of the portal online advertising. Before the establishment of model, the author classifies advertising products: According to the involvement of consumers and feeling degree, the advertising products are divided into four styles: High involvement-functional products, Low involvement-functional products, High involvement-expressive products and Low involvement-expressive products, And then constructs the integrated pricing model which can measure web ad effects correctly, and has a description and analysis on CPM, CPC, CPR, CPA. The pricing strategy combines with the advantages of various pricing strategies, and undermines the weakness of a variety of pricing strategies, and notes the defect.The fifth chapter: Case study of Netease online advertising pricing strategy. First of all, the author analyzes Netease online advertising pricing status quo, including Netease advertising business overview and ad pricing system, and analyzes the characteristics and existing problems of Netease online advertising pricing strategy. Finally, the author does the improvement research on Netease online advertising pricing strategy, including the need of improvement research and concrete improvement measures.The sixth chapter: Conclusions and prospects. This chapter summarizes the main research result of this paper, and pointes out the existing problems and shortcomings, puts forward some advice about how to improve portal network ad pricing. |
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