| The culture is increased to national strategic height in the report of the17th national congress, which put forward "cultural productivity" and "cultural soft power", refer to we should liberate and develop the cultural productive forces, promote the innovation of cultural content forms, system mechanism and the transmission means, ultilize high and new technology to create new culture mode of production, foster new cultural formats, accelerate the establishment of cultural transmission system with fast communication and wide coverage. The report of the18th national congress puts forward the goal of advancing solidly the construction of socialist powerful cultural country and strengthening the cultural overall strength and competitiveness. It is clear that full prosperity of the culture undertaking and the rapid development of cultural industry have become the important contents impacting China’s socialist construction, and the inevitable way for promoting the construction of powerful cultural country.In recent years, competition between the media is fierce increasingly, Chinese media market presents the distinct change pattern from inside and outside, radio and television media competition expands to national competition or even international competition from regional expansion, the competition between, the same media extending to different media, China’s broadcasting and television market is undergoing a dramatic evolution and processing the anew combination. From the historical and industrial analysis perspective, the development time of Chinese radio and TV industry as industry is shorter, industrial system has not fully established, long-term career properties still has a very deep influence on the management model of radio and TV industry’s structure, behavior and performance. So, there exists many problems in China’s radio and TV industry development, such as media composition is too single, property rights is unclear, stripping of operational assets and resources is difficult, the investment and financing system exist obstacles, industry admittance threshold is too high, industrial strength and size are inadequate, development between regions, and urban and rural is unbalanced,"governors regime" phenomenon is widespread among administrative division and local radio and television group, and so on.To develop the radio and TV industry, we have to continuely keep on the broader and more drastic reform of marketization and industrialization. Therefore, it has important theoretical and realistic significance to further study the industrialization course of Chinese radio and TV industry, clear goods attribute of the radio and television, and the important role of radio and television industry in the national economy, proceed the qualitative and quantitative analysis on the structure of radio and TV industry and determine the type characteristics of the industrial structure, analyze the market behavior and its economic basis of the current radio and TV industry, describe the industry performance condition and strictly deconstruction the actual relationship between structure, conduct and performance of China’s radio and television industry, and find and explore the viable path suitable for China’s radio and television industrialization. This paper conducted a comprehensive analysis and research on Chinese radio and TV industry taking this as the starting point and the claim points.This thesis is divided into six chapters altogether.The first chapter is the introductory theory. First of all, the author introduces the selected topic significance and the research background, on the basis of them, the author carried through the general narration and analysis on both the current research progress of radio and TV industry at home and abroad and the demonstration application research results of SCP paradigm. Followed by the basic idea, the main content, overall framework, research methods and innovation points of this paper are introduced.The second chapter is development of SCP theoretical paradigm and the research of radio and TV industry. Firstly, the author combeded the skeleton of proposition, encountered query and the perfection of SCP paradigm, and introduced the theory proposition of Harvard School, Chicago School, new Austrian School, new industrial organization theory and neo-institutional School on SCP paradigm. The second section is the connotation of the radio and TV industry, from clearing up the connotation and denotation of several notions, including radio and TV, industry, product, radio and TV’s product, radio and TV industry, the author analyzed the dual attributes of radio and TV’s product and the generalized and essence characteristics of radio and TV industry. At last, the author analyzed the feasibility using the SCP paradigm research the radio and TV industry. This chapter settles the rationality and feasibility of this thesis’s research tools.The third chapter is the industrialization development and the system evolution of radio and television industry. Firstly, the author investigated the development and reform course of radio and TV’s industrialization and management mechanism from the historical stage. From1940up to now, the evolution period of the development and management mechanism of radio and TV industry can be devided into five stages, which are the earlier reform stage, reform open, ground breaking and growth period, collectivization reform and system separation period, and the assault fortified period of transformation into enterprises. The author commented the improvement, puzzle and management mechanism situation of radio and TV industrialization development at each period. In the second quarter, the author summarized and combed the development status of radio and TV industry from several aspects, such as income situation, public service system construction, the hierarchy and regional gap of industrial development, management mechanism, capital operation and resource integration, the integrative development stage with the new media, content product quality and the international communication ability, etc. The third segment is the summary and overview of management mechanism of the radio and TV industry, including the connotation, extension, realistic condition and obstacles.The fourth chapter is the SCP analysis of radio and TV industry. Firstly, the author analyzed the market structure (S) analysis of broadcast and television industrial organization respectively from the market concentration, product differentiation and market barriers three factors to describe the market structure, research method of this section is the combination of quantitative method and qualitative method. The second section is the market conduct (C) analysis of radio and TV industry, divided into price behaviors and non-price competition behaviors of radio and TV industry. Third quarter is to analyze radio and TV industry’s overall performance (P), corresponding to the double properties of radio and TV industry, the author built the overall performance evaluation system of both economic performance and social performance.The fifth chapter is the existing problems and the underlying causes of the radio and TV industry development, respectively describe the existing problems in the industrial structure and market behavior of radio and TV industry, and discusses the underlying causes comprehensively and systematic. Firstly, the author descripted the unreasonable industrial structure and unclear property right of radio and TV industry, and analyzed the causes from the lack of market dominant role, unclear property ownership, low market concentration degree and imbalance regional development. The second quarter is the description of market behavior anomie and the value increment mechanism of radio and TV industry, the author inspected the low matching rate between the supply and demond of radio and TV products, and single income structure. Thirdly, the author analyzed lag legal construction and blend obstacles with new media, and the underlying reasons.The sixth chapter is the method choice of innovation and revolution of radio and TV industry. The first part is countermeasures on optimizing market structure from remodeling the market main body status of radio and television media, subdivided by innovating the property institution, remodeling the market main body status and promoting cross-media, cross-industry and cross-region development of radio and television media. The second quarter are suggestions of regulating market behavior of radio and TV industry, and the author constructed the innovation and reform methods from encouraging the differentiation innovation of radio and TV media, and extending mergers and acquisitions and financing channels of radio and television market. The third quarter it to strengthen the government regulation for market behaviors and the role of industry associations, boost the separation reform between producting from broadcasting and explore the winning road of radio and TV industry under the background of the integration of three networks etc. |
