基于内容提供商视角的传统媒体定价策略研究
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引用本文:周 正1 ,汪 波2,刘 杰2.基于内容提供商视角的传统媒体定价策略研究[J].财经理论与实践,2019,(2):134-141
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周 正1 ,汪 波2,刘 杰2 (1.哈尔滨商业大学 学术理论研究部 黑龙江 哈尔滨 1500282.哈尔滨商业大学 经济学院黑龙江 哈尔滨 150028) 
中文摘要:随着移动互联网的发展,新媒体平台的出现和传统媒体的经营模式转型正在改变媒体市场结构。考虑传统媒体转型和新媒体内容外包,引入新媒体平台建立三方双边市场结构模型,考察竞争型市场结构中传统媒体平台的定价策略。研究发现:针对消费者和广告商进行差异性定价可以给传统媒体平台带来最佳收益,因此对消费者的低收费和补贴是合理的,并不构成非正当竞争;平台间差异化程度直接影响到其议价能力和利润水平;此外,消费者对广告的容忍程度也会影响媒体平台对广告商的定价,容忍程度越低,广告费用越高。
中文关键词:双边市场  传统媒体  定价策略
 
Research on Traditional Media Pricing Strategy Based on Content Provider Perspective
Abstract:With the development of the mobile Internet, the emergence of new media platform and the transformation of traditional media business model are changing the structure of the media market. Considering the transformation of traditional media and the outsourcing of new media content, this paper introduces new media platform to establish a tripartite two-sided markets structure model, and investigates the pricing strategy of traditional media platform in competitive market structure. The study finds that differentiated pricing for consumers and advertisers can bring the best benefits to traditional media platform, so low fees and subsidies for consumers are reasonable and do not constitute unfair competition; the degree of differentiation between platforms directly affects their bargaining ability and profit level; in addition, consumers' tolerance to advertisements also affects the pricing of advertisers by new media platforms. The lower the tolerance, the higher the advertising cost.
keywords:two-sided market  traditional media  pricing strategy
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