在线广告发布的位置模式对消费者品牌选择影响的仿真研究

在线广告发布的位置模式的选择要考虑在预算约束的情形下实现投资回报最大化，对于厂商在线营销具有重要意义。文章以消费者低程度介入的快速消费品为研究对象，使用消费者品牌选择研究中常用的多项Logit模型就在线广告发布的位置模式对消费者选择的影响进行了仿真研究。在线广告发布的位置模式主要分为水平式、上升式、下降式和交替式四种模式。研究发现，上升式的位置模式发布广告对消费者的品牌选择效果最好，水平式次之，交叉式第三，下降式最差。

Simulation study of impact of online advertising on consumer brand choice

The choice of location patterns of online advertising should consider maximization the return of investment under the constraint of budge which has the important meaning to online marketing of the enterprises. There are four location patterns of online advertising., horizontal, increasing, decreasing and waving. Take the low involvement experienced goods as the objects; the paper studied the impact of online advertising on consumer brand choice by simulation using the multi-logit model. The findings are that the increasing loeaion pattern is the best while decreasing is the worst.