一個適用於微型企業的廣告互助平台

Abstract

廣告是一種傳遞商業訊息的形式，它有助於讓大眾更加了解某樣產品，以便說服更多潛在的消費者去進行某些行為，像是購買、分享、或是註冊會員等等。隨著網路科技普及率增高，越來越多廣告以網路為媒介來呈現，最常見的像是網頁廣告，或是利用社群平台來做為廣告的社群廣告。 由於廣告能為企業帶來好的效益，因此普遍企業願意花大量的金錢來聘請廣告公司幫企業的某樣產品做品牌廣告。微型企業因為規模較小，資金不夠充裕，因此不能像大型企業可以花費大量資金在廣告上面。他們通常會選擇其他適合的廣告方式來告知消費者他們即將推出的新產品或是新的促銷活動，像是藉由廣告單或是社群平台來傳遞商業訊息。然而，這些方式並不適用於所有的微型企業。像是網路店家沒有可以用來張貼廣告的場所，或是某些實體店家不具備相關的網路知識來經營一個網路社群。而且這些方式只能將廣告提供給某一固定族群的消費者看到。 為了解決成本以及顧客族群限制的問題，本篇論文提出了一個互惠模型，系統中的參與者藉由幫忙其他參與者打廣告的方式來獲得一個貢獻度，並且利用貢獻度請求其他參與者幫忙打廣告。以貢獻度計價的方式來達到免費成本，進而解決成本問題。由於每個參與者會接觸到不同族群的消費者，因此可以讓某一則廣告讓不同族群的消費者看到，如此可以解決顧客族群限制的問題。

Advertising is a form of delivering commercial messages. It contributes people to get more acknowledge of a product and persuades the potential consumers to take some action, such as buying, sharing, and registering as a member. With the popularity of Internet technology growing up, there are more and more advertising methods using the Internets to deliver promotional messages. Due to the benefits of advertising are good for enterprises, enterprises almost spending a large amount of money engaging the advertisement companies to advertise for a new product. Because of the lack of money, microenterprises usually use other suitable methods to promote their products or activities. The common media are poster, advertising board, and social network. However, not all methods are suitable for these microenterprises. For example, online stores have no appropriate places to post their advertisement. Entity stores have no Internet-related knowledge to manage the fan club on the social platform. And these methods can only deliver messages to the fixed consumer groups. In this paper, we proposed a reciprocal model in order to solve the problem of cost and the fixed consumer groups. The participants obtain the Contribution Point (CP) in the system by helping the other participants to advertise something. They can ask for the other participants to help them by using the CP. When advertisers ask for the other participants to help them, they will consume the CP. When publishers help the advertisers, they will obtain the CP. This method gives an advertising service for free. It can solve the problem of cost. Due to participants encounter the different consumer groups compared with each other, this method will make an advertising message reach the different consumer groups. That is, this method can solve the problem of the fixed consumer groups.