本文利用一个简单的双边谈判模型对报纸等传统媒体与门户网站之间的冲突进行了分析,表明内容产品的特性导致了报纸在报网交易中的被动局面,解释了报网交易的零价格的普遍存在,并证明了报纸用以改善自身处境而结成的内容联盟不具有稳定性,最后,结合模型与产业现实讨论了报纸等传统媒体摆脱困境的可能途径。 This paper uses a simple bilateral negotiation model to analyze the conflict between newspapers and other traditional media and portals. It shows that the characteristics of content products lead to the passive status of newspapers in newspaper transactions, and explain the zero price of newspaper transactions Which is ubiquitous and proves that the content alliance formed by newspapers to improve their own situation is not stable. Finally, it discusses the possible ways for traditional media such as newspapers to get out of their predicament according to the model and industrial reality.