| Abstract | 第5-6页 |
| Acknowledgments | 第7-8页 |
| Contents | 第8-9页 |
| Listof Tables | 第9-10页 |
| Chapter 1. Introduction | 第10-28页 |
| 1.1 Research Background | 第10-22页 |
| 1.1.1 Introduction to Internet Ads | 第10-14页 |
| 1.1.2 Introduction to Sponsored Search Advertising | 第14-18页 |
| 1.1.3 Introduction of Google's AdWords Auction | 第18-22页 |
| 1.2 Researches on Sponsored Search Advertising | 第22-25页 |
| 1.3 Research Content and Key Point | 第25-28页 |
| 1.3.1 Research Content | 第25-26页 |
| 1.3.2 Key Point | 第26页 |
| 1.3.3 Thesis Structure | 第26-28页 |
| Chapter 2. Review of Revenue Management Pricing Theory | 第28-34页 |
| 2.1 Introduction to Pricing Theory of Revenue Management | 第28-30页 |
| 2.2 Auction | 第30-34页 |
| Chapter 3. Revenue Management Model for Sponsored Search Advertising | 第34-49页 |
| 3.1 Auction Mechanism for Sponsored Search Advertising | 第34-36页 |
| 3.2 A Revenue Management Model for Sponsored Search Advertising | 第36-39页 |
| 3.2.1 The Model | 第36-38页 |
| 3.2.2 Comparison between Proposed and Conventional Models | 第38-39页 |
| 3.3 Optimal Reserve Revenue Level (Threshold) | 第39-49页 |
| 3.3.1 Revenue Management Model of Optimal Reserve level | 第39-42页 |
| 3.3.2 Numerical Experiment | 第42-44页 |
| 3.3.3 Comparison among different reserve levels | 第44-49页 |
| Chapter 4. Model of Ads at the Top Position | 第49-60页 |
| 4.1 Basic Information of the Top Position Ads | 第49-51页 |
| 4.2 The Model | 第51-52页 |
| 4.3 Comparison between the Price Threshold Model | 第52-54页 |
| 4.4 Numerical Experiment of Top Position Ads | 第54-60页 |
| 4.4.1 Basic Hypothesis | 第54-57页 |
| 4.4.2 Examples | 第57-60页 |
| Conclusion | 第60-62页 |
| Conclusion | 第60-61页 |
| Direction of Future Research | 第61-62页 |
| References | 第62-65页 |
| Appendix | 第65-90页 |
| Proof of function (3-1) | 第65-66页 |
| Programs of the simulation | 第66-90页 |
| Publication during graduate years | 第90页 |
