河北经贸大学学报
河北經貿大學學報
하북경무대학학보
Journal Of Hebei University Of Economics and Trade
2014年
5期
111~117
,共null页
SCP范式 传媒产业 市场集中度 价格行为 大传媒产业 4G 云报纸 自媒体
SCP範式 傳媒產業 市場集中度 價格行為 大傳媒產業 4G 雲報紙 自媒體
SCP범식 전매산업 시장집중도 개격행위 대전매산업 4G 운보지 자매체
SCP paradigm; media industry; market concentration; price behavior; big media industry; 4G; cloud newspaper;self media
近年来中国传媒产业发展迅速、产业增加值逐年提高，近三年来其产业增长的速度虽然有所下降，但从整体趋势上看，传媒产业增加值与GDP增加值呈现出显著的正相关关系。SCP范式是产业组织理论中的经典范式，其通过市场结构、市场行为和市场绩效三方面的指标来分析某个产业的状况。基于SCP范式对我国传媒产业进行实证分析可知，目前我国传媒市场处于集中度低的竞争阶段，表现传媒市场同质化竞争程度加剧、市场进入的资金与技术壁垒迅速加高、广告收入增速减缓、产业利润率降低等。且由于我国传媒产业按照公益性事业和经营性产业分类运营，仍处于条块分割的状态，制度性壁垒较高。因此，需要对传媒产业进行较大力度的整合，提升传媒产业的市场集中度，实现其产业结构的优化和规模经济。
近年來中國傳媒產業髮展迅速、產業增加值逐年提高，近三年來其產業增長的速度雖然有所下降，但從整體趨勢上看，傳媒產業增加值與GDP增加值呈現齣顯著的正相關關繫。SCP範式是產業組織理論中的經典範式，其通過市場結構、市場行為和市場績效三方麵的指標來分析某箇產業的狀況。基于SCP範式對我國傳媒產業進行實證分析可知，目前我國傳媒市場處于集中度低的競爭階段，錶現傳媒市場同質化競爭程度加劇、市場進入的資金與技術壁壘迅速加高、廣告收入增速減緩、產業利潤率降低等。且由于我國傳媒產業按照公益性事業和經營性產業分類運營，仍處于條塊分割的狀態，製度性壁壘較高。因此，需要對傳媒產業進行較大力度的整閤，提升傳媒產業的市場集中度，實現其產業結構的優化和規模經濟。
근년래중국전매산업발전신속、산업증가치축년제고，근삼년래기산업증장적속도수연유소하강，단종정체추세상간，전매산업증가치여GDP증가치정현출현저적정상관관계。SCP범식시산업조직이론중적경전범식，기통과시장결구、시장행위화시장적효삼방면적지표래분석모개산업적상황。기우SCP범식대아국전매산업진행실증분석가지，목전아국전매시장처우집중도저적경쟁계단，표현전매시장동질화경쟁정도가극、시장진입적자금여기술벽루신속가고、엄고수입증속감완、산업리윤솔강저등。차유우아국전매산업안조공익성사업화경영성산업분류운영，잉처우조괴분할적상태，제도성벽루교고。인차，수요대전매산업진행교대력도적정합，제승전매산업적시장집중도，실현기산업결구적우화화규모경제。
Abstract： In recent years, China media industry has remained higher growth speed than GDP and sustained growth, but the speed of growth dropped in almost three years. Looking from the overall trend, the media industry has an obvious correlation with the change of the added value of gross national product （GNP）, the prosperity of media industry built on the foundation of the national economic development. SCP paradigm is the classic model of industrial organization theory to analyze a certain industry through the market structure, market behavior and market performance. From the empirical analysis on the media industry in China based on the SCP paradigm, we can see at present, China＇s media market is at the competition stage of low concentration, show the preliminary characteristics of mature period, including the media market competition aggravating, the resources and capabilities barriers of market entrance rapidly increasing, homogeneous competition phenomenon is serious, advertising revenue growth is slowing, industry profit margins decreasing, etc. And because the media industry in China is classified operated in accordance with the public welfare undertakings and industry for commercial purposes, is still in fragmented state, institutional barriers is higher. Therefore, we need process larger integration on media industry, improve media industry market concentration, and realize the optimization of industrial structure and economies of scale.
