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本文运用博弈论理论研究发现,目前所有的广告交易方式都不能使央视奥运广告实现其最大价值,也不能从交易中得到该广告的真实定价。笔者认为,应借助于拍卖理论来创新央视的奥运电视广告销售:采用二级密封拍卖,即所有的买者同时定价,报价最高者有权力得到央视奥运电视广告,成交价格是第二个最高报价者的报价。这种交易制度有利于央视奥运电视广告的价值实现,也对今后的广告定价决策有着重要的意义。
Based on game theory, this article finds that at present all the advertising transactions can not make CCTV Olympic advertising its maximum value, nor can it get the real pricing of the advertisement from the transaction. I believe that should be based on auction theory to innovate CCTV Olympic TV advertising sales: the use of two sealed auction, that all buyers at the same time pricing, the highest bidders have the right to CCTV Olympic TV ads, the transaction price is the second highest bid The price of the person. This transaction system is conducive to the realization of CCTV Olympic TV commercial value, but also for future advertising pricing decision has an important significance.