报纸征订对报纸零售定价的制导作用分析  

Analysis on the Retail-pricing of Newspapers on the Base of Their Subscription

作　　者：邓海荣[1] 

机构地区：[1]重庆工商大学文学与新闻学院,重庆400067

出　　处：《新闻界》2008年第6期30-31,共2页Journalism and Mass Communication

摘　　要：报纸的征订从三个方面制约和引导着报纸零售价格的形成:一是报纸征订所反应出的需求价格弹性可为报纸零售定价提供信息参考;二是以报纸征订为基础形成的"二次售卖"可成为报纸零售定价的价值依据;三是报纸征订价格限定着报纸零售价格定价的升降空间。因此,报纸零售定价应充分发挥报纸征订的制导作用,重视并科学地分析报纸征订提供的信息和数据。The subscription of newspapers influences their retail pricing in three ways： a） the subscription gives information that will guide the retail-pricing; b） the second retailing serves as the guidance for the retail-pricing; and c） the subscription price marks the space for the rise and fall of the retail price. All these lead to the conclusion that the information offered by the subscription should be analyzed scientifically and have a full play in the retail-pricing.

关 键 词：报纸征订 零售价格 需求价格弹性 二次售卖 经验商品 

分 类 号：G216[文化科学—新闻学]