Research On Chinese Media Industry Based On SCP

With the development of Chinese media industry as its main object of inquiry, and with the study of the practical and theoretical significances of Chinese media industry set as its point of departure, and under the guidance of the principles of Industrial Organization Economics at home and abroad, this paper analyzes and evaluates the current situation of the research over the relevant industrial organizations of media industries at home and abroad and also the new trends in the development of the media industry, holdig that the development of Chinese media industry can be categorized into four phases, i.e. those of multi-management, engrouping, capital operation and cross-media development, among which are shown the charactreristics of a high growth rate, a high rewarding rate, deepening degrees of enterprization and marketization, and the development of the information industry promoting the development of our country's network media. This paper primarily chooses four indicators of measuring the condition of market strucrture, i.e. industry market concentration, regionally concentrational area, degree of difference and applying entry of barriers into analyzing our country's media industry through SCP. Thus, this paper comes to the following conclusions: 1) in the market structure, media market concentration is not high enough with a too high degree of regional concentration, differentiation of media industry and a gradual marketization of occupational entry of barriers; 2) in the market behaviors, prices of media products have dropped, resulting from striving for a market occupation rate; there has been an extension of media brands with an aim to construct a profit-making mode as a whole; and there has been a tendency of institutional annexation for enhancement of competitiveness in the international market; 3) in the phase of market achivement and effect, the efficency of the market structure and scope has been enhanced, resulting in an uprising efficency of allocating resources and an intensifying degree of contribution of technological innovations. Finally, this paper also puts forward some counter-measures and suggestions concerning the existing factors of influence, problems and issues that have been plaguing the development of Chinese media industry and also the development trends.