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

中文关键词:  双边市场  媒体市场  广告价格  口碑传播

英文关键词:two-sided market  media market  advertising price  word of mouth (WOM)

中文摘要:

      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。

英文摘要:

      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.