Price display apparatus

1. A price display apparatus comprising:

a plate-shaped label having a price displaying unit; and

a holder coupled to one side of the label and having a fixing portion protruding outward from the label,

wherein the holder includes:

a body portion of which a front portion is radially opened;

an elasticity maintenance portion of which one end is inserted into the body portion;

an elastic element which surrounds the elasticity maintenance portion and is mounted inside the body portion; and

a fixing portion which is connected to a support portion extending from a rear side of the elasticity maintenance portion and of which an upper end is partially exposed to the outside of the label.

2. The price display apparatus according to claim 1 , wherein the label is an electronic shelf label (ELS) having a radio frequency (RF) chip through which wireless data communication can be performed.

3. The price display apparatus according to claim 1 , wherein the price displaying unit is a liquid crystal display (LCD).

4. The price display apparatus according to claim 1 , wherein the body portion includes a plurality of divided pieces which are divided in such a manner that a hole is provided in the center thereof, and a cylindrical portion which extends from the divided pieces and has a lock protrusion formed therein.

5. The price display apparatus according to claim 4 , wherein the divided pieces are divided into three or four equal parts.

6. The price display apparatus according to claim 1 , wherein the elasticity maintenance portion has a key contact portion formed on the front end thereof and a lock portion provided behind the key contact portion.

7. The price display apparatus according to claim 1 , wherein the holder is formed of a synthetic resin material having an elastic force.

8. A price display apparatus comprising:

a plate-shaped label having a price displaying unit;

a holder coupled to one side of the label and having a fixing portion protruding outward from the label; and

a dedicated key inserted into a hole of the holder exposed to the one side of the label so as to elastically move the fixing portion,

wherein the dedicated key includes a handle, a push stick formed at a front side of the handle, and a support portion formed between the push stick and the handle, the support portion having a polygonal step shape.

9. The price display apparatus according to claim 8 further comprising:

a label fixture having upper and lower rails through which the label is coupled to a front side thereof, and a hanging portion which is formed in a rear side thereof and through which the label fixture is disposed on a display stand.

10. The price display apparatus according to claim 9 , wherein the label fixture has coupling grooves formed on the upper and lower rails.

11. The price display apparatus according to claim 8 , wherein the label has a protrusion formed on the lower surface thereof.