網際網路廣告暨媒體產業在臺灣發展已經有十年以上的光陰，在這十年當中由於產業的快速成長、相關技術不斷推陳出新、網路普及率以及寬頻用戶的大幅增加，不斷的改變網際網路廣告及媒體產業的運作方式，特別是網路廣告的格式，由十年前的簡單的Gif動態圖檔格式開始，不斷的進步到Rich Media豐富媒體、Flash並且已經到了寬頻影音多媒體的網路廣告時代。另一方面搜尋行銷、關鍵字廣告等以成效為計價方式的廣告模式更在短時間內席捲全球。隨著資訊爆炸時代來臨，每天來自世界各地的巨量資訊，源源不絕地透過網際網路傳播、散佈，這也提升網路廣告曝露與被瀏覽或點選的機會，進而影響網路廣告的效果和商機。因為網路的多媒體性、即時性、互動性等等特質，許多與傳統形式不同的新型態廣告形式便應運而生。其中，關鍵字廣告自2004 年Yahoo!奇摩首次推出關鍵字廣告服務至2012年已邁入第8年，從最初的陌生排斥到現在的了解及運用，關鍵字廣告的重要性將隨著市場規模的擴張與日俱增，這中間也成功幫助許多企業吸引更多顧客及業績的成長。

本研究主要是以賽局理論模型探討獨占市場及雙占市場中廠商的關鍵字廣告決策及定價策略。其中發現消費者的願付價格，以及消費者的結構都對於廠商最適關鍵字廣告選擇策略以及定價策略產生影響。藉由分析模型，本研究發現以下之重要結果：

1. 在關鍵字廣告吸引的新游移顧客數量並非極大的情況下，廠商的定價策略，會因消費者願付價格的高低及關鍵字廣告決策而有所變化

2. 當關鍵字廣告出現，廠商皆會有誘因執行關鍵字廣告，但廠商為避免兩個廣告互相干擾導致說服效果下降，獨占廠商有僅針對一項產品執行關鍵字廣告，另一項產品不做關鍵字廣告的情況發生，而雙占市場中也可能發生僅一家廠商執行關鍵字廣告的情形。

3. 關鍵字廣告吸引的新游移顧客數量並非極大的情況下，關鍵字廣告的出現會改變廠商現有的消費者結構，進而影響廠商的定價策略，並能夠有效減緩服務提供廠商間的價格競爭。

Taiwan’s internet advertising industry had been in the market for over a decade. During the years, the industry experienced continual changes brought about by its expanding scales, advancing technologies, widespread network access, and an increasing number of broadband-network users. In particular, internet advertising formats had evolved from Gif animations to Rich Media formats and further to state-of-the-art broadband, multi-media, online commercials. Pay per click (PPC) models, such as search marketing and keyword advertising, gained popularity very quickly as well.With the coming of the age of information explosion, the massive amount of information from around the world has spread through the world by the Internet every day. It also increased the opportunity of the internet advertising being browsed or clicked, and affected the opportunities and effect of internet advertising. Many new types of advertising different from traditional forms appeared because of the interactive of internet. Since Yahoo! released Keyword Advertising services in 2004, Keyword Advertising has existed eighth year. The importance of Keyword Advertising increased with the expansion of market scale, and it also successfully helped many companies to attract more customers and growth performance.

The study is based on game theory model to explore Keyword Advertising strategies and pricing strategies of the firms in the monopoly market and the duopoly market. The study found the price consumers are willing to pay and the structure of the consumer will impact Keyword Advertising strategies and pricing strategies of the firms. By analyzing the model, the study found the following results:

1. When the number of new wandering customers being attracted by Keyword advertising is not great, the pricing strategies of the firms will be impacted by the price consumers are willing to pay and firm’s Keyword Advertising strategies.

2. After Keyword Advertising appeared, the firms will be incentives to perform Keyword Advertising. However, in order to avoid the interference between two Keyword Advertisings, the firm in the monopoly market may perform Keyword Advertising only for one product. And it's possible that only one firm perform Keyword Advertising in a duopoly market.

3. When the number of new wandering customers being attracted by Keyword advertising is not great, Keyword advertising will effectively reduce the price competition among firms.

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二、中文部分
1. 江亦瑄, 孫偉珀, & 郭芮妤 (2010)。《電視關鍵字廣告效果研究》2010 海峽兩岸公關廣告創新發展學術研討會。
2. 江義平與江岱衛 (2010)。《關鍵字廣告點擊行為探究》。Electronic Commerce Studies, 8卷3期,頁407 -432。
3. 吳奕慧 (2009)。《需求不確定下廠商網路行銷策略與競合關係之研究》。國立臺灣大學商學研究所未出版博士論文。
4. 吳淑鶯與黃淑鈴 (2003)。《 影響消費者對咖啡連鎖店涉入程度之前因及結果實證研究》。中華管理評論國際學報， Vol. 6, No. 6, Dec 2003
5. 李翠玲 (2008)。《網路關鍵字廣告之廣告效果分析》。世新大學傳播管理學系碩士論文
6. 李慶長、張銀益、陳文聰與蔡聰源 (2010)。《關鍵字廣告之文案訊息設計對廣告成效影響的探討》北商學報,18,頁79-107。
7. 林曉貞 (2007)。《關鍵字廣告之廣告效果初探》。國立交通大學傳播所碩士論文。
8. 康雅惠 (2012)。《在網路拍賣情境中語言來源國對消費者購買意願之影響－以產品種類、涉入與零售商商譽線索為干擾變數》。國立臺灣師範大學全球經營與策略研究所碩士論文。
9. 張逸婷 (2010) 。《引導式關鍵字行銷-影響消費者搜尋意願因素之研究》。國立政治大學廣告研究所碩士論文。
10. 陳佩宜與盧麗淑(2010)。《網路行銷行爲模式之調查研究》。設計理論與實務國際研討會2010期,頁181 -190。
11. 陳其美、周善瑜、吳奕慧與林怡伶(2010) 。《目標廣告下獨佔廠商之最適垂直產品線與媒體策略》。管理學報, Vol.27 No.6 ,頁623-648
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13. 陳俊男 (2005)。《浮水印廣告呈現方式對廣告效果與抱怨強度之影響》。私立東吳大學資訊科學系碩士論文。
14. 陳映彤 (2007)。《關鍵字廣告特性、網站態度、產品涉入對關鍵字廣告效果關係之研究 –以Yahoo！奇摩網站為例》。臺北商業技術學院商學研究所碩士論文。
15. 潘巧文 (2011)。《共同零售通路下，雙佔製造商選擇產業廣告與品牌廣告的誘因差異探討》。國立臺灣大學商學研究所碩士論文。
16. 鄭郁芬 (2006)。《搜尋引擎與關鍵字廣告》。國立中央大學產業經濟研究所碩士論文。
17. 盧政毅 (2005)。《影響網路關鍵字廣告效果之因素探討》。國立成功大學企業管理學系暨國際企業研究所 碩士論文。
18. 賴怡君 (2008)。《引導式行銷對年輕閱聽人記憶效果影響之探討》。國立交通大學傳播所碩士論文。
19. 薛賢文 ( 2002) 。《促銷方式, 產品線延伸策略, 產品涉入與品牌評價之關係》。國立中正大學企業管理研究所碩士論文。
20. 蘇建州 (2010)。《網路使用者之媒體共用偏好與網路關鍵字廣告效果研究》。新聞學研究, 103期,頁1 -42。
21. 顧永生 (2005) 。《不完全競爭廠商從事產品別廣告與品牌廣告誘因之探討》。國立臺灣大學商學研究所碩士論文。

三、網路資源
1. DMA臺北市數位行銷經營協會，http://www.iama.org.tw/
2. Dobrow,L.(2004). “Internet 2.0. The next level of the ultimate customer-based tool” retrieved May 30, 2008, from http://www.responsetek.com/press/pdf_1to1Magazine.pdf
3. eMarketer，http://www.emarketer.com/。
4. Google關鍵字廣告 adwords.¬google.¬com
5. IAB美國互動廣告局，http://www.iab.net/。
6. TNS 模範市場研究公司 http://tns-global.com.tw/
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