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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。
As one of the four traditional media, newspapers play a very important role in the communication of advertisements. With the intensification of competition in the media market in our country, the domestic newspapers and media have stepped up their own brand building to boost their advertising revenue. The definition, classification and status quo of the competition in the newspaper industry are introduced. The pricing strategy of the bilateral market and its influencing factors are also discussed. The paper analyzes the competition mode and pricing strategy of the newspaper industry.