Table of Content

25 June 2019, Volume 28 Issue 6

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Theory Analysis and Methodology Study

Decision-making Optimization Models ofDevelopment Investment in Unconventional Oil and Gas

SUN Jin-feng, HU Xiang-pei

2019, 28(6):  1-10.  DOI: 10.12005/orms.2019.0121

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Unconventional oil resources, the most feasible substitute energy, may redraw the world oil map and are being regarded as one of the best investment opportunities by most of oil companies. However, extremely complexities, high-risk venture, and significant uncertainties pervade the overall exploration and development process compared to conventional oil. This paper focuses on investment decision to optimize objectives of unconventional oil development. A multi-stage and multi-objective decision making model is set up to explore the most satisfied solution which makes trade-off among several conflicting objectives. The paper is organized as follows: Firstly, the strategic role of unconventional oil is shown and the related researches on this paper are analyzed. Secondly, a problem to be solved is stated and the investment decision-making process is analyzed to be multistage and multi-objective. Thirdly, the mathematical models are developed based on the dynamic programming, fuzzy multi-attribute decision-making methods, and multiple objective optimization approaches, and the algorithm is given in section 2.2. Fourthly, a numerical example is presented to apply the model to deal with oil sands development for an oil company. The result demonstrates that the model is effective and efficient to provide a novel and important approach to explore the strategic decision problem of unconventional oil exploration and development.

Research on Optimization of Regional Evacuation Warning Model

SUN Dian, SONG Yan, SU Zi-feng

2019, 28(6):  11-18.  DOI: 10.12005/orms.2019.0122

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The traffic congestion is the main factor affecting the efficiency of emergency evacuation before the strike of a foreseeable disaster. In the stage of disaster preparation, sending warnings judiciously could make evacuation orderly so as to help evacuation efficiency. This paper proposes a framework for emergency evacuation warning sending. We first develop a model for shelter assignment, and then use it to theevacuaion warning model, which optimizes the timing and type of warning sending in specific zone. There is a time component to the evacuation and we model it using a multi-period model and the development of an iterative greedy heuristic procedure for the non-linear formulation. Finally, some numerical examples are presented to show the applicability and feasibility, and calculated by using simulation annealing algorithm to demonstrate the effectiveness of this algorithm. This study proposes the approach can optimize the evacuation warning issuance strategy instead of sending messages from all sources at the same time. This approach helps to avoid traffic congestion caused by large-scale evacuation at the same time, and thus to provide theoretical and technological support for government to make scientific emergency evacuation planning.

Study on the Method of Hesitant Fuzzy Multi-attributeDecision Making Considering the Reliability

CUI Chun-sheng, ZHU Xiang-lin, REN Ya-dan, ZHU Xiao-meng

2019, 28(6):  19-24.  DOI: 10.12005/orms.2019.0123

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In order to further study the multi-attribute decision making problem in the hesitant fuzzy environment and improve the scientificity and accuracy of decision-making, this paper fully considers the influence of the difference of membership function on the decision results based on the existing research results. Using the idea of expert credibility, the comparative study of the hesitating fuzzy information is realized by converting a set of values into a single value, and a hesitant fuzzy multi-attribute decision making method considering reliability is proposed. Finally, this paper takes the selection of auto parts suppliers as an example to demonstrate the availability of this method.

Interactive Multi-attribute Group Decision Making with Multi-Granularity Linguistic Information and Its Application

YUAN Yu-xiang, SUN Jing-chun

2019, 28(6):  25-32.  DOI: 10.12005/orms.2019.0124

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Currently, most of the multi-stage interactive decision research are based on point value evaluation information and most of these studies disregard the evaluation of the programs from multi-attribute. To overcome this kind of shortage, an interactive multi-attribute group decision making method is proposed in view of multi-granularity linguistic information. Firstly, the transfer function of uncertain linguistic variables is put forward and according to some assumptions the process of interactive multi-attribute group decision making is described. In the process of the interactive decision making, this paper puts forward interactive factor to measure the importance of decision maker and explore the interaction termination’s base through stability of indicator index. Moreover, the preference information is aggregated based on weighted arithmetic average(ULWA)operator of uncertain variables and induced interactive weighted operators(I-UOWA and I-UOWGA). Then the advantages possibi

Study on Cross-border E-commerce Competitive Differentiation Strategy

DING Feng, CHEN Jun, CHEN Chao, HUO Jia-zhen

2019, 28(6):  33-40.  DOI: 10.12005/orms.2019.0125

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With the development of international trade and information technology, cross-border e-commerce is booming globally. However, as cross-border e-commerce products often need long-distance transport, the commodities suitable for selling in cross-border e-commerce are limited. Therefore, merchants are facing increasingly fierce competition and eager to develop a differentiation strategy to win the game. In this paper, a game model is built to analyze how consumer preferences affect the competitive strategy making in cross-border dual-channel supply chain. The optimal pricing and service level under centralized and decentralized decision are formulated. The equilibrium solution reveals that centralized decision can generate more profits, but simply increasing the service differentiation does not necessarily improve own competitiveness and the benefits of cross-border supply chains. It needs to consider the impact of comprehensive factors.

Location-routing Problem with Relief Shortage in the Early Stage after Earthquake

SHENG Hu-yi, LIU Chang-shi, LU Ruo-yu

2019, 28(6):  41-47.  DOI: 10.12005/orms.2019.0126

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The location-routing problem(LRP)of relief delivery is studied based on fairness with the consideration of the relief shortage in the early stage after the earthquake. A dual objective LRP optimization model of relief distribution is formulated by considering the disaster level, various degrees of road damage in the disaster area, the vulnerabilities of demand nodes and vehicle random travel time. The first objective is to minimize the maximum loss of each demand node on behalf the fairness of relief allocation, and the second objective is to minimize the total distribution time on behalf the efficiency of relief distribution. A two-stage hybrid heuristic algorithm is designed based on the lexicographic method. Finally, the fairness and efficiency of the proposed approaches are proved by the numerical results of the tent distribution after Wenchuan earthquake.

An Extended Hotelling Model and Its Equilibrium Analysiswith Corporate Cross-Shareholdings

GUAN Fei, HAN Shu-xin, REN Jian-yong

2019, 28(6):  48-52.  DOI: 10.12005/orms.2019.0127

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Formulating a reasonable product positioning and pricing strategy is of great significance in corporate marketing management. In this paper, on the condition that there are two cross-shareholdings enterprises with quadratic transportation cost in a linear market, an extended Hotelling model is firstly built. In the model, two enterprises make simultaneously price-decisions after their location-decisions are made simultaneously. Then some equilibrium analysis and discussion on the parameters in the model are developed. The results of theoretical analysis show: With the growth of shareholding ratio, enterprises will produce more differentiated products to obtain more profits, and the speed is faster and faster; With the growth of shareholding ratio, the price of products will gradually increase, and the rate will grow faster and faster. Thus the conclusions in this paper will further enrich the existing theoretical results of the Hotelling model, and offer support for enterprises to determine their shareholding ratio and to construct their product positioning and pricing strategies.

Operation and Investment Decision Model of ResidualIncome Adjusted by Dual Risk Factors

WANG Li-xia

2019, 28(6):  53-60.  DOI: 10.12005/orms.2019.0128

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Generally,net assets in diversified companies can be divided into net operation asset and net financial asset. Both these net assets have different risk characteristics. Net operation asset has operating risk and net financial asset has financial risk. As decision makers in diversified companies, how to set reasonable ratio between net operation asset and net financial asset under specific net assets so that they can maximize companies’ value? This paper, based on general three-stage residual income model, constructs theoretically Operation and Investment Decision Model of Dual-risks RIM(OIDM-DRRIM)according to risk identification and judgment if net operation asset has operating risk and net financial asset has financial risk. Then this paper makes an empirical test using section data from the year of 1997 to 2014 in China capital market. The empirical result shows that OIDM-DRRIM is well applicable, which can be used by companies’ decision makers to keep an optimal proportion of net operation asset and net financial asset, so as to maximize intrinsic value of companies’ equity.

Decision and Coordination of Dual-channel Closed-loop Supply Chain withRemanufacturing considering Patent Protection and Channel Preference

TANG Fei, XU Mao-zeng

2019, 28(6):  61-69.  DOI: 10.12005/orms.2019.0129

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Aiming at the different channel preference of customers for retail channel and direct channel under e-commerce, the pricing decision and coordination problem for a dual-channel closed-loop supply chain with retailer engages in remanufacturing under patent licensing are studied. The optimal pricing strategies in the centralized dual-channel closed-loop supply chain and decentralized dual-channel closed-loop supply chain are obtained by using game theory, and the influences of customers’ channel preference coefficient on the optimal pricing decisions and the profits of the channel members are analyzed. A price mechanism with a wholesale price, a direct channel price and a patent licensing fee and a profit sharing mechanism are combined to achieve the perfect coordination of the decentralized dual-channel closed-loop supply chain based on the optimal results of the centralized dual-channel closed-loop supply chain.

Network Evolution Mechanism of Low Carbon Innovation Cooperation Behaviorin Enterprises Based on Evolutionary Game Theory on Complex Network

XU Jian-zhong, ZHAO Ya-nan, ZHU Xiao-ya

2019, 28(6):  70-79.  DOI: 10.12005/orms.2019.0130

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In view of the complex problems in low-carbon innovation cooperation faced by China's enterprises, evolutionary game theory is used to study the evolution mechanism of low carbon innovation cooperation behavior of enterprises under bounded rationality based on the characteristics of complex network structure. The Matlab simulation technology is employed to explore the impact of micro factors on the cooperative behavior of low-carbon innovation on scale-free network. The results show that the low-carbon innovation synergy benefit and default penalty and distribution of interests have a significant effect on the evolution of low carbon innovation cooperative behavior network. Network size is negatively related to network evolution velocity, and smaller scale networks are more sensitive to the synergistic coefficient and benefit distribution coefficient, and greater scale networks are more sensitive to the technology spillover coefficient and the default penalty. The conclusions provide a basis for the strategy formulation of low-carbon innovation cooperation.

Crossing Aisles Design Approach to Flying-V WarehouseLayout Based on Improved PSO

LIU Jian-sheng, XIONG Feng, HU Ying-cong

2019, 28(6):  80-88.  DOI: 10.12005/orms.2019.0131

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Flying-V layout is a classic non-traditional warehouse layout, which operates more efficiently compared with traditional warehouse layout. Here a crossing aisles design approach to the flying-V warehouse layout is studied. Firstly, the crossing aisles are abstracted into a conjoint curve, and non-complete random storage assignment strategy based on different probability in each picking aisle is considered, and then an optimization model for crossing aisle layout is built to minimize average picking distance. By adopting parallel search strategy, an improved particle swarm optimization algorithm with extremedisturbed operator(EDO-PSO)is developed. The specific encoding and operators are devised. Especially, in order to avoid local optimum, the periodic disturbing operator is given. Moreover, the algorithm performance is analyzed by comparing with other improved PSO algorithms with Benchmark functions. Finally, a case study is used to evaluate the effectiveness of the proposed algorithm. The calculation results demonstrate the proposed approach can effectively shorten the total picking distance in the same storage assignment strategy. Contributions of the paper are the modeling and algorithm to crossing aisle layout design in flying-V warehouse.

Effects of the Mixed Selling Channel Based on the EcommercePlatform on the Decision of a Supply Chain

WANG Wen-bin, DING Jun-fei

2019, 28(6):  89-97.  DOI: 10.12005/orms.2019.0132

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Due to the attraction of e-commerce platform for consumers, this paper develops a mixed selling supply chain model comprised of a supplier and a platform firm based on an e-commerce platform, where the platform firm possesses an e-commerce platform, and the supplier takes direct selling channel on the e-commerce platform, and then the platform firm shares part of the supplier’s profit. Besides, the platform firm also wholesales products from the supplier and then sells them by a distribution channel. We analyze the centralized case and decentralized case respectively, and then obtain that: as the increase of acceptance of consumers to the distribution channel, the retail prices of the direct selling channel stay unchanged under the two cases, and the retail price of the distribution channel increases, while it is lower than that in the direct selling channel, and the wholesale price, the supplier and the platform firm’s profits increase in the decentralized case; with the advance of the profit proportion of the supplier, the retail prices of two channels reduces, while the wholesale price strengthens, the supplier earns a profit gain, and the platform firm suffers a profit loss, while the total profit of the supply chain increases. Finally, we obtain the range of the profit proportion which ensures that both the supplier and the platform firm can benefit from the direct selling channel.

Research on Decision-making Model of High-quality Fresh AgriculturalProducts Dual-channel Supply Chain consideringthe Application of Traceability System

LI Wen-li, ZHAO Shuai

2019, 28(6):  98-108.  DOI: 10.12005/orms.2019.0000

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The introduction of high-quality agricultural products traceability system can improve effective supply, shorten the circulation time, and reduce the wastage of quantity and value loss in the circulation, which leads to a series decision problems of the dual channel supply chain system in the aspects of investment, marketing, pricing and others. In this paper, the quality fresh agricultural products manufacturers open up electronic channels, in view of the fact that the traceability system could reduce the circulation losses and improve the quality, and the decision-making models of dual channel supply chain led by the manufacturers are constructed respectively. This present paper focuses on the comparative analysis of the optimal strategies of supply chain members on the investment, pricing and channel sales before and after the application, then obtains the core boundary values related to the optimal decision. The results combined with numerical simulation show that: the core boundary values are mainly related to the degree of improvement of double loss and involved parameters, the acceptable costs of members and system of supply chain to accept the traceability system are different, and the application cost has different influences on the sales volume of each channel. But the cost boundary values of price adjusted by each member are consistent.

The Weighted Position Value with the Hypergraph Cooperation Structure

SHAN Er-fang, LI Kang, LIU Zhen

2019, 28(6):  109-117.  DOI: 10.12005/orms.2019.0134

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A transferable utility cooperative game with hypergraph communication structure, also called hypergraph game, is a triple(N,v,H), where(N,v) is a cooperative game with transferable utility or simply a TU-game and(N,H)is a hypergraph(or hypernetwork). In addition to the Myerson value(Myerson), the position value(Meessen) is another important allocation rules for hypergraph games. In Meessen’s model, the Shapley value of each hyperlink in a hypergraph structure is divided equally among the palyers in the hyperglink, but it ignores the communicative strength or the level of cooperation of each node in a hyperlink. The purpose of this paper is to present the weighted position value in the hypergraph cooperation structure with a weight scheme. In this new model, we introduce the degree of nodes in order to measure the communicative strength or the level of cooperation of each node in a hyperlink. By employing the weight system proposed by Haeringer that was used to generalize the Shapley value, we define the weighted position value for hypergraph communication situations. We show that the weighted position value for hypergraph communication situations can be uniquely characterized by six axioms: “component efficiency”, “quasi-additivity”, “weak positivity”, “weak power inversion”, hyperlink decomposability” and “superfluous hyperlink property”. It can be concluded that the payoffs of the players are increasing with respect to the degree value, while the costs of the players are decreasing.

Bidirectional Logistics Network Planning of Remote Islands and Reefs

WANG Nuo, DING Kai, WU Di, WU Nuan

2019, 28(6):  118-128.  DOI: 10.12005/orms.2019.0135

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According to the system closeness distribution characteristics of some remote island reefs, some planning contents are taken in this paper, such as the site selection of center islands, the number and scale for construction berths in each island reef, the storage capacity of warehouse, the types and quantity of transport ships and route configurations, the organization of schedule. This paper comprehensively takes into account the warehouse storage theory and establishes a collaborative planning taking account of location, route and inventory with the principle of the lowest total cost of the whole transportation network system. Besides, combined with the characteristics of the established model, this paper proposes a double gradation parallel search genetic algorithm, and establishes a bidirectional logistics system in which marine transportation is the basic transportation mode. Finally, the model is constructed and solved taking the South China Sea as an example, different algorithms are used to calculate of multi groups of different scale examples, and the validity and rationality of the model in this paper are verified.

Evolution Game Analysis of Decisions of the CrowdsourcingLogistics Shippers Based on Prospect Theory——From the View of Consumers

LI Yu, WU Bin, WANG Chao

2019, 28(6):  129-135.  DOI: 10.12005/orms.2019.0136

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Considering the bounded rationality of individuals, this paper constructs the perceived benefit game matrix based on the prospect theory and deduces the condition that makes the shippers play a higher level of effort from the view of consumers. The system of insured price is introduced to establish the decision-making model of the shipper’s behavior and the numerical simulation is used to verify the effectiveness of the model. The results show that: firstly, the cost of the shippers, income without efforts and penalties directly affect the level of its efforts; secondly, the cost value for distribution efforts is less than the sum of the penalties and the unskilled income outlook, while less than the proceeds of hard work; thirdly, changes in the amount of insurance premiums will affect the level of shippers’ efforts under certain conditions. However, it does not achieve the purpose of full control of it or even have a negative impact. Therefore, based on the insured price, consumers can ensure the effort level effectively by increasing process supervision or increasing intensifying punishment of shippers.

Application Research

Risk Control Strategy of Confirmed Warehouse Financing withAsymmetrical Demand Information

LIU Lu, LI Yong-jian

2019, 28(6):  136-143.  DOI: 10.12005/orms.2019.0137

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Information asymmetry risk widely exists in the process of confirmed warehouse financing. This paper depicts relationship of the financing system members by using the Stackelberg game model, and uses dynamic programming and other optimization methods to solve the corresponding equilibrium decision. Three kinds of demand information asymmetry situations—information fraud, information superiority, and information hiding are summarized. We also analyze the impact of different information asymmetry cases on the financing system, and further put forward the screening contract mechanism to achieve the information display. The results show that: Retailers can get high advantage from the information asymmetry, which also brings damage to the other financing participants. Information hiding does higher damage to the manufacturer. The two-part tariff contract can realize information screening, but the manufacturer has to pay information rent for it, which causes efficiency loss of the financing system. The two-part tariff with repurchase mechanism under reasonable parameter setting helps to further improve the interest of the financing system, even can reach the secondary coordination state, and realizes Pareto improvement of the financing system members. This paper provides the theoretical reference and decision basis for controlling information risk and improving financing efficiency of the supply chain finance.

Research into Financing Efficiency of Artificial IntelligenceIndustry Based on DEA-Tobit Method

LIU Chao, FU Ruo-yu, LI Jia-hui, ZHOU Wen-wen

2019, 28(6):  144-152.  DOI: 10.12005/orms.2019.0138

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The development of artificial intelligence industry is of great significance to the realization of overall industrial upgrading and supply-side structural reform in China. The investment trend in this field is good, but the financing channels are more confused. Based on the financing data in 2013~2016 of 37 listed companies of artificial intelligence industry in China, we first use the DEA method to measure the financing efficiency of 37 listed companies of the artificial intelligence industry in China. At the same time, we use Malmquist index method to reflect the financing changes of the listed companies of artificial intelligence industry from the dynamic perspective, and then we construct the model of the influencing factors of the financing efficiency by Tobit method. From the empirical results, it can be seen that the financing efficiency of the artificial intelligence industry is not high, and the most of the companies are not effective in DEA. The low comprehensive technical efficiency is mainly due to the low scale efficiency. And the capital structure, the business ability and growth of the enterprise, which are the important factor that affects the financing efficiency, are remarkably related to the financing efficiency. Finally,some suggestions are put forward from two aspects: raising the utilization rate of financing funds and optimizing the financing structure.

Research into an Information Aggregation Method Base onSatisfaction Degree of Group Evaluation Information

GONG Cheng-ju, YI Ping-tao, GUO Ya-jun, LI Wei-wei

2019, 28(6):  153-158.  DOI: 10.12005/orms.2019.0139

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Information aggregation method is an important research in group evaluation. This paper proposes a method to determine the satisfaction degree of group evaluation information, and further researches a group information aggregation method. In order to further improve the fairness and accuracy, a different weight instead of a fixed one is placed on each index from the same expert in this method. Firstly, the evaluation situation and question are developed, and the satisfaction degree of the evaluation information is defined. Secondly, the methods to determine the satisfaction degree of priori information and the one of current information are presented respectively. The former is used to determine initial weights of experts, and the latter is used to modify those weights. A weight matrix of every expert can be determined in this process. Finally, the final aggregation result of group information is obtained by using these weight matrixes.

The Credit Risk Rating Model of Commercial Bank Based on thePrinciple of Smooth Expansion and Empirical Study

DU Yong-qiang, SHI Bao-feng

2019, 28(6):  159-165.  DOI: 10.12005/orms.2019.0140

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The weights of the index for the six aspects, based on the commercial bank credit risk evaluation index system, including capital adequacy, asset quality, management, earnings, liquidity and social sensitivity, can be determined by the use of coefficient of variation. Based on the principle of smooth expansion, large sample data could be simulated and the rating score could be expanded. According to the credit risk rating of large sample data, the credit risk rating of banks could be divided. The innovations and features of this paper are as follows: First, we simulate the large sample data and expand the rating score according to the principle of smooth expansion, and then according to the credit risk rating we expand the original sample after 20 times to divide the bank’s credit risk rating. This solves the problem: the small sample can not be credit grading. Second, by the use of the nonparametric Mann-Whitney U method, the conclusion is obtained that large sample data with the original rating score data distribution is consistent at the 95% confidence level. Third, the empirical study shows that the sequence relation of bank rating is in accordance with Standard & Poor’s rating result. Therefore, this model can be used on credit rating by most of banks which have not been rated the international rating authorities.

Analysis of Electric Vehicle Sharing Commercial Network Development andBuilding of the Layout Algorithm Based on the Network Effect

SHI Le-feng, LV tong

2019, 28(6):  166-174.  DOI: 10.12005/orms.2019.0141

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The layout of renting network is the fundamentals of the car sharing business. To provide a framework for assisting the layout of electric vehicles(EVs)sharing network, this paper analyzes the basic characteristics of the development of the EVs sharing network and constructs the corresponding optimal layout algorithm. Firstly, the profit feature of one single EVs sharing commercial lot is analyzed, which takes into account the network effects; and then the profit feature of the whole commercial network is inferred. The main conclusions are as follows: the positive and negative network effects could influence the profit characteristic of every EVs sharing lot; the layout order would affect the profit of the whole EVs sharing network; based on the above conducting outcomes, the Two Step Clustering Firefly Algorithm is put forward, which could not only improve the search precision and efficiency through the classification of the candidate lots, but also could give the layout order of EVs sharing lots. Finally, the applicability of the proposed algorithm is further demonstrated by an example analysis.

Management Science

Analysis and Forecast of China’s Natural Gas Consumption under the “New Normal”

CHAI Jian, WANG Yaru, Kin Keung-lai

2019, 28(6):  175-183.  DOI: 10.12005/orms.2019.0142

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In this study, the authors aim to establish a reasonable and accurate natural gas forecasting model to provide guidance information for the future work of related companies and departments in the ever-changing and complex background of the natural gas market. Firstly, 12 factors affecting natural gas consumption are selected from the aspects of economic level, industrial structure, energy structure, and natural gas price. Secondly, a Bayesian Model Average(BMA)method is used to construct a benchmark model containing six influencing factors commonly used in related literature. On this basis, a set of comparative models is established by adding various factors that affect the consumption of natural gas one by one. Then we select the model with the highest prediction accuracy to predict future natural gas consumption. Finally, in order to detect the prediction effect of the BMA model, it is compared with the ARIMA model, the ETS model, the BVAR model, the STEP model and the equal weighted average model. The results show that the optimal BMA model includes nine factors that affect the economic level, industrial structure, energy structure, population factors, natural gas prices, and natural gas supply. The prediction accuracy is better than the comparison prediction models. The model predicts that natural gas consumption in 2022 will reach 325.413 billion cubic meters with an average annual growth rate of 8%.

A Research on Incumbent’s Investment Strategy Adaptive to Radical Innovation

LIU Li-li, FANG Shi-jian

2019, 28(6):  184-189.  DOI: 10.12005/orms.2019.0143

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Radical technological innovation usually has a great impact on the market environment and technological base of firms. Incumbents have two different strategies adaptive to the radical innovation, passive strategy and active strategy. If radical innovation has emerged, incumbents have to passively adapt to it according to their own condition and characteristic. If radical innovation is probably to emerge, incumbents will make an expectation on the radical innovation from the strategic perspective, and choose a flexible investment strategy to actively adapt to the impact of innovation. In this paper, an investment model is set up to explore incumbents’ different strategies adaptive to the radical technological innovation. And a corresponding numerical example is given.

Effect of Visual Salience on the Attention and Memory Effects of Banner Ads

YANG Qiang, WANG Yu-ling, JIANG Yu-shi, CHEN She

2019, 28(6):  190-199.  DOI: 10.12005/orms.2019.0144

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At present, there are two conflicting views on the visual attention and memory effect of banner ads, which are “distinctiveness view” and “blindness view”. From the task driven perspective, this study introduces the visual attention computing model of computational neuroscience to explore the effect of visual significance of banner ads on consumers' attention and memory effect under different task categories. Through the experiment of eye movement, this paper shows that in different task situations, for the visual significance of banner ads there is a significant difference in the effect of advertising attention and memory effect of consumers. Specifically, under the browsing task, the banner ads with high visual significance can bring better advertising attention and memory effect than the visual saliency banner ads. Under the search task, there is no significant difference in the effect of advertising attention and memory effect of consumers with different visual saliency levels. This article enriches the application of computational neuroscience in the marketing field. The conclusion provides some inspiration for enterprises to choose appropriate network advertising strategies.