基于双边市场理论的媒体广告价格调整问题研究

Research on Price Adjustment of Media Advertising Based on Theory of Two-sided Market

基于双边市场理论,在广告主口碑正向传播条件下,媒体广告价格受广告偏好型受众和广告厌恶型受众比例数的影响:广告偏好者比率越高,则广告价格越高;广告厌恶者比率越高,则广告价格越低。当广告主的口碑传播为负时,媒体广告价格的高低取决于广告无差异者和广告厌恶者的比例:广告无差异者比率越高,则广告价格越高;广告厌恶者比率越高,则广告价格越低。

According to the theory of two-sided market, the price of media advertising is determined by the relative proportions of ad-preferring and ad-avoiding groups as the WOM is positive. The greater the rate of ad-preferring, the higher the price of media advertisement is. The greater the rate of ad-avoiding, the lower the price of media advertisement is. But when the word of mouth （WOM） is negative, the price of media advertising is determined by the relative proportion of ad-indifferent group and ad-avoiding groups. The greater the rate of ad-indifferent group, the higher the price of media advertisement is. The greater the rate of ad-avoiding group, the lower the price of media advertisement is.