| 基于双边市场理论的媒体广告价格调整问题研究 |
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| 引用本文： | 尹隆.基于双边市场理论的媒体广告价格调整问题研究[J].北京工商大学学报(社会科学版),2013,28(5):36-41. |
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| 作者姓名： | 尹隆 |
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| 作者单位： | 北京大学 光华管理学院,北京,100871 |
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| 摘 要： | 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。
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| 关 键 词： | 双边市场 媒体市场 广告价格 口碑传播 |
| 收稿时间： | 2013/5/20 0:00:00 |
Research on Price Adjustment of Media Advertising Based on Theory of Two-sided Market |
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| YIN Long.Research on Price Adjustment of Media Advertising Based on Theory of Two-sided Market[J].Journal of Beijing Technology and Business University:Social Science,2013,28(5):36-41. |
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| Authors: | YIN Long |
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| Institution: | Guanghua School of Management, Peking University, Beijing 100871, China |
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| Abstract: | 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. |
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| Keywords: | two-sided market media market advertising price word of mouth (WOM) |
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