On The Advantages And Disadvantages Of The Price's Competition Of The Newspaper Market And The Countermeasure

Being universally known, during the marketing and saling activities, how to fix a price has a direct effect to customers. It is not only the decisive factor, but alse one way of an enterprise carrring out competition. The price of a product affects the competitor's behavior,because it is related not only to the benefit of the enterprise and the consumer, but alse to the Market image of the enterprise and the product.Newspaper is the product that comes out everyday,which is vitally interrelated to the people in the city.Even everyday, it is the first thing of lots of readers to buy a newspaper. Therefore, it has the practicing value to thorough analying the matchmaker camp selling tactics of the newspaper.Nowadays, during the competition of newspapers, the strategy of the price's competition has becoming the key factor. The decision-maker of a newspaper Unflinchingly decides to going into a dismal battle of price to defeat the available and latent opponents, just for the purpose to get the max benefit.To a newspaper, amount of distribution embodis the strength, includes the running quality,economic strength, and influence in readers. So,each newspaper will exert all means to lifting market share and expanding amount of distribution.In this thesis, throngh demonstration nvestigation of three months to five Metropolitan newspaper and two party newspaper, the autor grasps ful,accurate and the first-hand data, gets to known the perception and valuation of readers and the advertisers, and the cognition and application to managing and seling of a newspaper. What's more, the autor collects the classical case about the price war of newspepers allover the world, sums up a law. according to theory knowledge such as marketing and saling, game theory, micro-economics, as well as the concrete camp who excavates out in practice, the autor analises the newspaper tactics of managing and selling from the following four aspects:the newspapers' summary of current situation in WuHan; price war,the core of the competition for the market distribution; the advantages and disadvantages of The low-Price's competition; how to accept a challenge in the the price war.In this thesis,the autor not only analises the background of the "the price war" of newspapers, but also thinks about causes,discusses the functions successful methods, and the advantages and disadvantages of "the price war". At the same time, the autor meticulously expounds the tactics of the price's competition, fixed with the price principle of marketing and saling basic, which has been known.What's more, the autor brings forth her own distinct viewpoints in the following aspects, such as:"the core of the newspaper's competition is the price war, but not 'the low level war'";"The tactics of low-price competition to a newspaper has both advantages and disadvantages","the purpose to a newspaper participating in price competition is to striving for attention resource","a newspaper is the kind of flexible commodity", etc.