CAJ | 학술논문

我国的卫星电视产业是高度集中寡占的市场结构。近年来，省级卫视依靠其正确的策略性行为成功地提升了收视份额，成为卫星电视产业中发展最为迅速的梯队。省级卫视的策略性行为可以分为价格行为、产品选择与研发创新行为以及组织结构调整行为。省级卫视通过价格歧视来获取最大化的利润，而在节目选择和节目创新行为中需要规制部门的政策引导以形成温和性竞争。纵向一体化是省级卫视组织结构调整的最佳策略，可以节约交易成本、保证节目质量、实现规模经济。
아국적위성전시산업시고도집중과점적시장결구。근년래，성급위시의고기정학적책략성행위성공지제승료수시빈액，성위위성전시산업중발전최위신속적제대。성급위시적책략성행위가이분위개격행위、산품선택여연발창신행위이급조직결구조정행위。성급위시통과개격기시래획취최대화적리윤，이재절목선택화절목창신행위중수요규제부문적정책인도이형성온화성경쟁。종향일체화시성급위시조직결구조정적최가책략，가이절약교역성본、보증절목질량、실현규모경제。
The market structure of our satellite TV industry is featured by its highly concentrated oligopoly .In recent years ,provincial TV channels successfully enhanced the audience share and made remarkable achievements by employing some appropriate strategies .The strategic behavior consists of price , product selection and innovation , and organizational structure adjustment . Provincial satellite TV channels can obtain the maximum profit by price discrimination ,while in the program selection and program innovation ,the regulation department needs to make effective policies to cultivate a moderate competition .Vertical integration is the best strategy for provincial satellite TV in organizational structure adjustment ,which saves the transaction cost ,ensures the quality of the programs ,and achieves economies of scale .