中文摘要：

在线广告的蓬勃发展为各方带来的效益也更加凸显,不仅成为在线广告发布商获取利润的重要来源,也成为广告主挖掘并发展客户的重要手段。本文基于在线广告实际运营的背景,分析单个广告发布商和单个广告主的竞合关系,将广告发布商的主要投入划分为内容类产品投入和广告类产品投入,同时考虑了实际运营中在线广告可能带来的正负向效应。首先,根据在线广告市场结构情况分为Nash非合作博弈、广告主主导的Stackelberg博弈、广告发布商主导的Stackelberg博弈以及合作博弈四种情况;其次,针对四种情况分别给出了各自的博弈均衡策略并比较均衡策略之间的关系;最后,对影响市场均衡策略的参数进行了数值分析。本文结果为在线广告产业中不同主体间的竞合策略提供了理论依据与建议。

英文摘要：

Online advertising has been important for both online publishers and advertisers. In this paper, the strategies between an online publisher and an advertiser are discussed. By means of game theory, four different relationships between the two parties are considered ： firstly, three non-cooperative games with either symmetrical distribution of power or asymmetrical distribution with one player being the leader in each case, and one cooperative game where both players tend to maximize the total profit. Then, this paper compares the results of each relationship and gives the insights.