Market Structure, Conduct Effect And Performance: Research On China New Media Industry

As a newly-emerging industrial form,new media industry rallies astounding achievement in a short time span of twenty years:for one, the industry is rapidly advancing and permeated to other fields; and for another, against the'new normalcy' economic running model, new media industry is listed as the national stellar industry and has become a pivotal constitution for state strategy. But progress attained by new media industry has been light on systematic research and instruction tools and the emergence of its economic acts is, for the most part, instinct, spontaneous and tentative, carrying high risks and proneness to make errors. This research is aimed at tracing for theoretical tools guiding advancement of domestic new media industry from the theoretical perspectives by conducting analysis on the connection and logic between its industrial structure and acts and its yielding while proffering strategies and tactical proposals to development of new media industry from the empirical layer.This study chooses SCP normal form in Harvard School and PCS normal form in Chicago School as the research tools, classical theoretical paradigm under theory of industrial organization. SCP normal form is an industrial organization analytical theory created by scholars in Harvard University back in the 1930s to 1950s. As an orthodox theory on industrial institution, it sets price theory in neo-classical school as the foundation, conducts in-depth research on nine major sectors in the states and constructs the analytical framework on structure, conduct and performance (known as SCP analysis framework in the academia). For half a century, SCP and its related and amended opinions have been guiding advancement of American industry and providing important instruction to governmental formulation on anti-monopoly policy. This theory and correlation theories have produced a batch of research achievements in each industrial field after they were introduced to China in the 1980s with new media industry being no exception. But a bulk of achievements do not generate constitutional influence on the practice of new media industry nor propose innovative theories or methodologies. It is accredited to:one, blind superstition towards western theoretical pundit by presuming congenital correctness in Western theories, which is, in essence, trace for methods in a disguised manner to verify these theories despite its seemingly utilization of Western theories to study out domestic issues; and two, insufficient predictions on the essence, characteristics, innovation, development and proneness of new media industry in China, not least scholars devoid of empirical practice are likely to encounter difficulty on theoretical construction in view of diversity and complication of new media industry. On that score, this research still reserve large room to be improved on research applicability of the theory even on grounds that use of SCP theory is in use.The research result justifies the author's presumption:such conditions that preheating is in clash with the result when SCP theory under Harvard School and PCS theory under Chicago School is applied to account for new media industry. Under this circumstance, the author modulates preset research mentality and framework by vigorously tapping into causes giving rise to insufficient accountability for one and attempting to make amendments and supplementation to conventional classical theories.The train of logic in this research is:the first part is to sort out and collect materials, form a basic idea of the status quo and pitfalls looming new media industry research in China, affirm scope of this research target and object, and work on the foothold, research significance and value of research fruits on the theoretical and pragmatic layer in an effort to confirm research mentality, framework, research innovation points and research approaches,etc. The second part of the research incorporates systematic and roundly combing of the integrated status, structure, conduct and performance of domestic new media industry; the third part points out insufficient explanatory power and reasons behind it on condition that traditional industrial theories are deployed for new research targets; the fourth part proposes new research paradigms to be deduced via real samples; and the fifth part utilizes new theoretical paradigms to testify six major sub-industries in new media industry and verify rationality of the paradigm.In the Government Work Report for 2015, Premier Li Keqiang proposes'internet+' strategy that elevates the new media industry to the state strategic level. By bonding new media industry with internet as the bottom platform with traditional sectors, it generates a new industrial ecology that involves two layers namely consumable network and industrial network, which is an industrial upgrading and updating to the core. In this case, getting to know new media industry, its conduct, performance, industrial structure and its connection with relevant and conventional sectors and offering theoretical basis for national macroscopic policy and actual operation in companies under that premise should be on the horizon. It's where the purpose of constructing the research lies.