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| 双边市场视角下的报纸行业定价策略分析 |
| Analysis of Pricing Strategies in the Newspaper Indusiry from the Perspective of Two-sided Markets |
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| DOI：10.3969/j.issn.1008-5092.2008.04.009 |
| 中文关键词: 报纸 双边市场 平台竞争 定价 网络外部性 |
| 英文关键词: newspaper two-sided markets platform competition pricing network externalities |
| 基金项目: |
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| 中文摘要: |
| 报纸作为四大传统媒体之一,在广告传播中有着十分重要的作用.随着我国媒体市场竞争的加剧,国内的报纸媒体纷纷加强了自身品牌建设以拉升自己的广告收入.介绍了双边市场的定义、分类以及报纸行业竞争现状,探讨了双边市场定价策略及其影响因素,并对报纸业竞争方式和定价策略进行了分析. |
| 英文摘要: |
| Newspaper,as one of the four traditional media,plays an extremely important role in advertising.With the improvement of China’s media market competition,the domestic newspapers have reinforced their own brand-building in order to promote the advertising revenue.After introducting the definition and classification of the two-sided markets,this paper not only researches into pricing strategies for two-sided markets and some interrelated factors,discussing the status of competition in the newspaper industry,but analyses the methods of competition and effectiveness of pricing strategies. |
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