China Newspaper Industrial Organization Research

The newspaper industry of China has changed into marketization and industrialization, since economical system reformed. The commercialized paces of newspaper office and newspaper group are accelerated, the industrialization characteristic appears. The commercialized paces of newspaper office and journalism group are accelerated, the industrialization characteristic appeared. Especially past ten years, the status of newspaper industry in national economy is improving constantly, and newspaper economy is being paid attention to, so the newspaper industry got tremendous development. Main aspects showing as the follows: the quantity and structure of newspaper changed deeply. The type of operation of newspaper and source of revenue has changed a lot, so the advertisement has already become the economic pillar of newspaper. The economic strength of newspaper office and newspaper group is strengthened. The newspaper issues are push into marketization progressively. The amount of information is becoming the primary condition of newspaper surviving, developing, and competition. Newspaper technology progress got historical break-through, newspaper economy made the fast development of world interest and newspaper market got great expansion. But the history of newspaper industry of our country is not long, if standing under the globalization visual angle, say generally, it is difficult to find that the development of the newspaper industry of our country still has all sorts of questions. Mainly as follows: The overall state of the newspaper industry of our country breaks up, excessive, the difference, small scale industry, low industrial concentration degree, the market disperses, barrier between different departments, and resource distribution unreasonable, this situation influenced deeply comprehensive strength and economies of scale. The industrial structure of newspaper of our country is single, seldom inter-trade investment and management, and lacking the pluralistic profit channel, so the ability to resist risk is weak. Because of the newspaper industry affected by system of running a newspaper and management policy for a long time, the newspaper market of our country forms the stern administration barrier and regional market to blockade. Newspaper office and newspaper group have been oriented by the undertaking nature a long time, and market-based development motive force is insufficient. The newspaper policy is not perfect, on one hand the country control newspaper severely, on the other hand the serious short of the newspaper industrial organization policy.This paper has analysis the question of newspaper industry development. According to the industrial organization theory and other economics and management theories, this paper has analysis fully the current situation of industrial organization of newspaper industry and reasonable goal mode. Though researching the goal and mode, this paper can lead the suitable conduct of newspaper office of industrial organization, perfect the market structure of newspaper industrial organization, and promote market performance of newspaper industrial organization, make this industry developing healthily, continuously, steadily. So this research has great theory and directive practice meaning on promoting the newspaper industry of the period of transition newspaper high-speed development and structure of industry.Firstly, this paper has analyzed the current situation of market structure, market conduct, and market performance. This research drew the conclusion which the nationwide newspaper market of our country has not taken shape yet, the newspaper market of our country is made of chip on the whole, almost there is not a connection between the each other independent regional markets. The concentration degree of regional newspaper market as the center of city newspaper is not high enough, and the market structure is the monopoly type of market structure. The common competition ways between newspaper office or newspaper groups in the city newspaper market is price competition to fight for the market share, especially on the newspaper issuing market, the price war was often made unusually miserable. Though some newspaper offices and newspaper groups use non-price competition including the difference strategy of the products, advertising strategy, marketing strategy, etc. which got some success, but the non- price competition behavior is not used very abundantly in the newspaper market. Because our country newspaper resource can not move from one regional to anther regional freely. There are administrative apportionment and indirect direct financial subsidy, so the poor efficiency of newspaper resource distribution of our country on the whole. This behavior lead to the loss of the social welfare and the wasting greatly of newspaper resources of newspaper, and extremely uneven in our country. Great majority of effective demands of readers and advertisers are not satisfied in our country, the cake of the newspaper market of our country was not fully made big, comparing with the standard that other countries or UNESCO make. Though the concentration degree of newspaper market of our country is improving progressively, the proportion of the market share that the newspaper office with scale merit and newspaper group account for is greater and greater, but there are a lot ofnewspapers with poor benefits in small scale that can't be eliminated on the market, so the newspaper of our country is with poor benefits on the whole.Secondly, this paper is on the basis of research and analysis of current situation and existing problem of the newspaper industrial organization, and combining the social political system of our country and reality of developing the domestic and foreign environment of newspaper. Through comparing with the industrial organization characteristic of the western newspaper developed country, this paper have proposed reasonable goal mode of industrial organization of our country's newspaper development. Under the market economy condition, the rationalized goal mode of industrial organization of newspaper of our country should have the characteristic as follows:1. The reasonable newspaper market of our country is formed by the two levels The rationalized journalism market of our country is formed by the markets of two levels, one is the national newspaper market with the newspaper group as the competition subject, anther is the regional newspaper market with the newspaper groups which is made up of regional newspaper separately belonging to different newspaper groups that competes for in the nationwide journalism market. So it is formed the national newspaper market.2. The regional newspaper market of our country should oligopoly models marketstructure with very high degree. The large and medium cities newspaper market should be the high oligopoly models or the dominated-edge models market structure which of characteristic of market structure is coexisted by the leading newspaper and the small scale of newspaper in the market.3. In the national newspaper industry market, it should be monopolistic competition models or oligopoly models market with high competition. In the market, should allow a fairly large number of competition subjects namely journalism groups to exist, which competed with each other on every national regional market.At last, this paper have discussed especially how to reach the rationalized goal mode way and implement ways of industrial organization of newspaper industry of our country, and has discussed how to perfect the question of the newspaper industrial organization policy of our country, on the basis of definite rationalized goal mode of industrial organization of newspaper industry of our country. With the theory of industrial organization, the theory of conduct of enterprises, and the theory of resourcedistribution, this paper discusses the way of the goal mode of realizing the rationalized newspaper industry, from the corporatization reform of the newspaper going concern, reorganization of newspaper group, and marketization transition of newspaper operating mechanism. Through setting up new market structure which has effect of economics-scale production and keeping the vigor market competition, this paper promote gradually the rationalization of newspaper industry, and make the it more perfect.The paper has analyzed the industrial organization policy of newspaper industry. The adjustment direction of industrial organization policy which the government implements to journalism should be: insisting on the socialist news direction and correct with the direction of public opinion, does not violate under the prerequisite of the national policies of the press, relax the direct control managing and developing to journalism, promote the commercialized transformations of the newspaper office and newspaper group. It promote forming the two levels newspaper markets of national and regional market, reduce the administrative intervention to the main body operation of newspaper market, give full play to the role of regulation of the market mechanism, and form the pattern of effective competition of newspaper market, bring an in newspaper of our country greater advance and bigger prosperous.