Economics and website operation: the net profit extension of externality economic problems

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The so-called externality will be the effect of an economic unit's activities on another economic unit. Whether it is production or consumption activities will have an impact on others. Positive influence, beneficial influence, positive influence is called external economy, conversely, negative influence, negative influence, harmful influence call external non economy.

Such a theory, not only boring, and very jerky difficult to understand, if this article next or according to the textbook General List of a large number of theories I believe that you will not be interested to see down, then I will translate the above theory into our webmaster can understand the example:

The external economy in the website operation Standard example is the Google created the Google advertising model, the webmaster hangs up the Google advertisement code, through the visitor clicks can obtain the advertisement income from the Google, but the visitor clicks the advertisement to carry on the consumption, causes the advertisement publisher to benefit, after And then increase the ads to Google, so that the advertising platform (website), advertising intermediary platform (Google), advertisers three in the realm of three win.

External non-economic in the net make the standard example or according to the above case to extend, if there are such a group of people in the stationmaster, their website traffic is not very big, want to get rich quickly through Google advertising is very difficult, but the use of flexible means to find the Google ads loophole, The use of temptation clicks and false English station in the form of fraud, so that advertisers are heavily delayed advertising, resulting in the commercial advertising of the invalid cost increases, with the increase in the income of these adsense, advertisers more and more poor advertising, and thus reduce the launch of domestic advertising, Google has increased its restrictions on advertising platforms because of the drop in advertising, even lowering the price per click, canceling recommended items, etc. to maintain costs and reduce cheating.

The question of externality has long been the concern of the economics world, and this question was first raised by a man named Sidgwick, who was later removed by Marshall, and the system tells the question of the old age of Zebedee (BI). Since the analysis of environmental pollution as an externality problem in 1920, some economists have extended the study and simply summed up their research as follows: At present, the government does not have the means to regulate the internet to earn cheating, and Google can not fully control the phenomenon, then imagine, If a webmaster used cheating on his website, so in the field of public advertising, he has received all the direct proceeds of the loss of the entire advertising revenue caused by cheating, but the webmaster will not feel this loss, because this burden is shared by every webmaster in the network, With this he was greatly encouraged by the economic encouragement to repeatedly increase the intensity of cheating, and to his friends around to teach cheating knowledge, and even like to understand x like to open nets earn training, take a day to earn 500 yuan of the pretence of new people, so that other legitimate webmaster will follow, soon after the entire network advertising industry will find the advertising effect is getting worse, Advertisers reduce advertising, Google reduced the unit price, and a large number of K.

There is no doubt that in this matter, each webmaster only to take into account their best interests, and their overall role has made all the webmaster broke production.

External non-economic behavior, that is, the destructive effect of one person's actions on others may be very small, but when each person receives a lure to take similar action, the overall effect of external non economic behavior can lead to destruction.

Since the external economy has a great influence on people, how to eliminate externality and allocate resources rationally becomes the basic subject of externality theory.

Historically, this research is based on the direct administrative intervention, the imposition of environmental taxes and the implementation of property rights transactions at three levels.

The first representative task to advocate for the government regulation of externalities is the famous economist Stigler, who began his research on government regulation in the fields of electricity and securities in the 40 's 20 (of course, there was no internet at the time). Though he had come to the effect that regulation could not receive, "Control uselessness", which cannot improve efficiency, is just the same as the network monitoring useless theory circulated on the Internet, but in dealing with externalities, he is still bullish on the role of the government and proposing "other policies" to deal with externalities. Includes: The government can allocate its full distribution to prohibit the use of resources in a manner that causes external damage; The government can impose certain restrictions on the types and quantities of pollutants emitted, and the government can take practical action to provide certain services to eliminate negative externalities.

In the net to earn the first understanding of the external non-economic to make harm to the net, should be ADMIN5 webmaster Net webmaster graph, this person is called "China net earn first person" old stationmaster, as early as in 06 wrote about Net earn cheat to stationmaster group harm, His main ideas are more obvious than those where there is disagreement: in ancient China, the government used economic means to solve the problem of externality, and graph that in the network of government power, we should first strengthen the quality of stationmaster, the government can only control and supervise the behavior of cheating in net. The Government is unable to compensate other webmasters for the loss of the industry through tax breaks or direct subsidies. In the amendment theory of ancient China, the amendment tax is proposed, that is, the tax---subsidy method, on the one hand, directly proportional to the amount of external non economic quantity, it is necessary to tax the action side, so that his private cost is equal to the social cost, thus forcing it to reduce production; On the other hand, producers of external economies are given subsidies that correspond to external economic values, thus encouraging him to expand production to the most effective level of society. This point on the 08 situation, is completely unrealistic, how to tax, cheaters often do not use their true identity, and the majority of the owners of the subsidy is more impossible to say.

However, it is regrettable that Wang's net profit control theory can not be effectively implemented, in addition to the lack of a solid means of promotion, the network to make the atmosphere of the impetuous is not the possibility of the spread of self-discipline theory.

Ronald H. Hopkins

For external economy and non economy, the winner of the 1991 Nobel Prize in Economics, Ronald H. Coase, from the perspective of property rights and educational expenses, puts forward his own way of dealing with property rights.

The so-called "property rights" in modern economic meaning is very broad, it can be understood as a social compulsion to achieve a variety of economic goods to choose the use of the right. Property rights can be divided into two categories: private property rights and public property rights.

Coase, who studied private property rights, stressed that the possession, use, alteration, gift, transfer and inviolability of a group of products were considered to be property rights. To give a simple word, if some stationmaster is given "arbitrary cheating, gain" right, then say in the advertisement cheating on the issue of cheating on the advertising costs of "property rights"; If the ordinary webmaster was given the "legitimate integrity advertising, refused to cheat" the right, then said that ordinary stationmaster has "net Earn" "Property", And cheaters have no such "property rights."

So here's a good example: now I set up a new advertising alliance: Big Bird Ad League, only 6 webmaster to join, I will pay 6000 yuan a month to these six people, each person average of 1000 yuan.

Did two months, one of them found the cheating method, a person can take away 2000 yuan from my hand every month, while the other five people's total income of only 4000 yuan, the average person only 800 yuan income, then each stationmaster loss 200 yuan.

Assuming that I do not know at this time, or money on time, five webmaster threats to cheat if cheating will tell advertisers his ID, and cheaters also say that if his ID is sealed, he will cheat the way to tell more people, so that five of you have no food to eat, at this time there is a delicate economic balance between the two sides.

Now there are two solutions, a method is a total of 450 yuan to cheat, so that he does not cheat, and the legal webmaster do not report cheating, so that cheaters can continue to take more than legitimate advertising revenue (1450 yuan), and the second is that each legal webmaster to purchase a certain amount of traffic, And then use the additional traffic to do other advertising alliances, maintain the total revenue of 1000 yuan standard, the purchase of traffic requires 150 per capita expenditure, a total of 750 yuan, per capita net income of 950 yuan

If advertisers, that is, I do not intervene, the government departments do not do monitoring, in the premise of clear property rights, in the end how to solve the problem? Let's take a look at the hypothetical theory of clear property rights.

If the property right is defined in the cheater, the cheater has the right to cheat, other webmaster also want to in the Legal Environment Advertising Alliance, then, they will negotiate, 5 stationmaster common money "bribe" cheat, spend 450 yuan cost to avoid a total value of up to 1000 yuan loss, this to stationmaster is economical.

If the property rights are defined in the legal webmaster again, that is, the webmaster has the right to make the net, then cheating should be done by cheaters, cheaters in order to maintain their account is not reported, their own 450 yuan to purchase traffic compensation to the webmaster, each webmaster has 890 yuan income, and cheaters did not spread cheating methods, Make legal advertisement of five webmaster still has the income, then in return, the legal net earns stationmaster did not carry on the report, cheats the account number also not to be sealed off, also has 1550 yuan income every month.

The above example, there must be a lot of people will respond: how to do the legal account and the cheater talk about conditions, make compromises! This is just an extreme example of the Coase theorem, and in this case the Coase theorem sums up some of the following principles: first, harmful externalities are reciprocal, and cheaters affect the benefits of legitimate people, Of course, cheaters should be responsible, but on the other hand, the legal claims, cheaters in the account number will spread cheating at the same time to more people, in the normal cost plus a certain amount of additional costs, and the entire advertising alliance to collapse the risk. The two are exerting influence on each other. Second, the externality does not need the government to intervene, can be solved through the private apportionment, the solution can still achieve the effective allocation of resources, that is to say, market mechanism can rectify market failure, this is the view that Coase has always believed in.

But in the display of life, not only is the transaction cost prevalent, but many times it is impossible to achieve the above examples of compromise, and sometimes because cheaters constantly increase the power of cheating caused by the balance of damage, sometimes because the impact of not only five webmaster, but hundreds, cheaters and the legal person's detailed data can not be accurate statistics, There is no way to achieve a high degree of unity, this is the Coase theorem encountered obstacles.

It is worth noting that the Coase theorem is also widely used by politicians in Western countries. Coase's followers believe that property rights can be divided into public and there are two kinds, the transaction cost of public property rights is high, it seems that the transaction cost of property rights is low. Therefore, it is efficient and most economical to turn the public property right into a property right, so Coase theorem is used as the theoretical basis to oppose government intervention and promote privatization.

Then the effect of Coase theorem on net earning can be summed up, in the current government can not directly intervene, and can not take effective means of intervention, the subtle balance of webmaster has been staged, cheaters and the role of the legitimate change, both in fact, has been in the compromise, Sometimes cheaters take a small range of behavior because of the uniqueness of the cheating method, sometimes the legitimate will also cheat, because can not eradicate cheating phenomenon, as the economy of the main control of the Google company to take the grasp of the small strategy to control, by blocking the account, strengthen technical monitoring to drink resistance to other webmaster cheating attempts, This is the core of Coase theory: Non-government intervention, the market itself orderly regulation.

No matter what the economic phenomenon will have its deep economic principles to support, but very helpless to see, the net profit sector or gradually decline, not only the various methods of cheating or by the majority of people's concern, understand the cheating of X-Men began to sell books to teach cheating experience, This is not a huge irony: The daily gain of 500 made Google suffer huge losses, and then canceled China's recommended projects, further reducing the price of domestic clicks, a heavy blow to the country's millions of webmaster economic system, but the people who sell ideas in such a way to obtain the "unprecedented" reputation. Shameless, alas, but I believe that ten years after the past, fair and comfortable hearts.

This is the first time the bird tried to integrate the economic theory into the website operation, there must be a lot of immature places, if the above text has a unique view, welcome to explore exchanges.