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

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。

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.