MOBILE OPERATOR'S EFFORTS INCENTIVE IN MOBILE ADVERTISEMENT INDUSTRY CHAIN

摘要

In an uncertainty environment, the conversion rate of mobile advertisement is related to effort level the same as consumer's value, designs two different forms revenue-sharing contract in a single-period threestage supply chain which is composed of a single mobile advertiser, advertising agent and mobile operator based on cooperation.Analyzes revenuesharing and effort cost compensation parameters how to impact on mobile operator's effort level.Infers the contract parameters which are satisfied the controlled condition would lead the mobile operators to make the optimal decision about efforts level, which can ensure the mobile advertising industry chain to maximize the benefits and realize all-win in every participant.