城市户外广告大牌媒体定价模型研究  

A study on pricing model of urban outdoor billboard

作　　者：徐子文 申海波[1] Xu Ziwen;Shen Haibo(Huanghe Business School,Henan University of Economics and Law,Zhengzhou,Henan,450000)

机构地区：[1]河南财经政法大学黄河商学院,河南郑州450000

出　　处：《市场周刊》2024年第7期101-105,共5页Market Weekly

基　　金：河南省研究生教育改革与质量提升工程项目(项目编号:YJS2024ZX38)。

摘　　要：文章首先根据户外广告行业内估算户外大牌媒体定价的方法构建了一个逻辑定价模型,然后在线性关系假设的基础上构建了一个线性回归模型。通过对模型的检验发现线性回归模型能较逻辑定价模型更好地反映其影响因素与媒体定价之间的规律。According to the logic of urban outdoor billboard pricing in outdoor advertising industry,the paper established a logistical pricing model and established a linear regression model based on the assumption that there is a linear relationships between urban outdoor billboard pricing and its seven fictors.Two models were verified in this article,and found that the linear regression model can better reflected the relationship between urban outdoor billboard pricing and its seven fictors than the logistical pricing model.Finally,the article study the price of one outdoor billboard by the linear regression model and present recommendations.

关 键 词：户外广告大牌 媒体定价 定价模型 

分 类 号：F275.3[经济管理—企业管理]