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互联网新媒体的发展极大地挤压了报纸的生存空间,报纸进一步的生存发展需要依赖哪些因素?本文基于梅花网的报纸数据,对我国报纸市场的需求影响因素进行了实证分析。分析建立在了报纸市场的双边性这一基础之上,考虑广告报价与报纸售价对报纸发行量的影响。实证结果发现,广告报价与报纸在所在组市场份额对报纸发行量存在显著影响,而报纸售价、报龄、内容版块数不存在显著影响。本文建议,报纸行业应在广告报价上积极研究,吸引广告商;同时,进一步走专业性发展之路,抢占所属组的市场份额。
The development of Internet new media has greatly squeezed the living space of newspapers and what factors should be relied on for the survival and development of newspapers? Based on newspaper data of MeiHuaNet, this paper analyzes the influencing factors of the demand of newspaper market in our country. Based on the analysis of the bilateral nature of the newspaper market, the analysis considers the impact of advertising quotations and newspaper prices on newspaper circulation. The empirical results show that the advertising quotations and the newspaper market share in the group where there is a significant impact on newspaper circulation, and newspaper prices, newspaper age, the number of content sections does not significantly affect. This paper suggests that the newspaper industry should actively study advertising quotes to attract advertisers; the same time, further professional development path to seize the market share of the group.