报纸有效发行规模的经济学分析  

ECONOMIC ANALYSIS OF THE EFFECTIVE CIRCULATION SCALE OF NEWSPAPER

作　　者：王文锋[1] 吴锋[2] 

机构地区：[1]湖南理工学院新闻传播学系,湖南岳阳414006 [2]武汉工业学院报刊发行研究所,湖北武汉430023

出　　处：《云梦学刊》2009年第3期155-157,共3页Journal of Yunmeng

基　　金：湖南省教育厅资助科研项目(项目批准号:08C383)

摘　　要：报纸发行经营中由于存在发行规模成本递增和广告收入规模收益递减,报纸发行存在一定的有效发行区间。在此区间内,当报纸的边际广告收入等于边际经营成本(发行亏损+固定成本)时,报纸的经营利润最大,所对应的发行量为报纸的最佳发行规模。在一定约束条件下,边际等值法则可实现报纸有效发行规模的优化组合。Because of the increasing costs of issuing scale and the decreasing retums of advertising income scale, newspaper circulations are generally located some certain ranges of effective issuance. In this interval,when the marginal advertising revenue is equal to the marginal operational cost, that is the sum of issuing loss and fixed cost, the operational profit of newspaper reaches the maximum and the corresponding circulation becomes the optimal newspaper issuing scale. Under certain constraining condition, the application of marginal equivalence rule can realize the optimized combination of effective issuing scale of newspaper.

关 键 词：有效发行 盈亏平衡分析 边际等值法则 

分 类 号：G206.3[文化科学—传播学]