Industrial Organization Empirical Research, Published Under The Market Economy Environment

This essay uses the means of combining the positive analysis with the standard analysis, and mainly use the positive one. Handling the research frame of "structure-conduct-performance"(SCP) to analyze the connected problems in publishing industry.There are some basic conclusions for this special subject:1. In market structure respect: This essay gives a comprehensive inspect in four fields such as market concentration, scale economy, entering barrier and supply construction of products. Owing to the specific property of publishing industry and the influence of the policy, the market concentration rate for the publishing is too low; From the respect of scale structure, the overall scope of publishing is small and develop equally. It is still not such an enterprise which can play the leadership role in publishing market. For the respect of entering barrier, if we study just from economic view, the publishing industry's entering barrier is too low, but it is so high from the policy and connected law. And in the field of product supply, there are so much evils which to be improving .2. In market conduct respect: This essay gives a deeply analysis in publishing industry's price conduct, non-price conduct and collectivize conduct. For the reason that the flexibility demand for books is less than 1, but the flexibility income is more than 1, so the publishing enterprise will not attend the competition by reducing the books' price but prefer to making up the price to get considerable benefit. In non-price aspect, the essay mainly inspect the propaganda and specialize conduct of publishing. For the book is a small batch but much variety product, the mostly propaganda manner of publishing enterprise is just to print advertisement in the newspaper or carry book review, and not to launch the triphibious propaganda offensive. As to specialize conduct, although our publishing enterprise have definite consciousness, but have less progress yet; The collectivization is the developing trend for our publishing industry in recent years. It exists many problems in despite of having taken much achievements. This essay gives some reasonable improving propose based on analyzing the main problems existing in the publishing group.3. In market performance: The essay chiefly inspects the profit margin and scale economic lever of publishing industry. As we know, the entering barrier for publishing is so high because of the government's support, so the profit margin is also high. This is help to realize the mission of inheriting our culture, make fine social benefit for our publishing industry; In the scale economic respect, the advantage for scale economic of publishing enterprise needs further elaboration, the road for adjusting structure is so long.Finally, the essay gives a discussion on the influence of administration monopoly to our publishing industry and the problems of optimizing the publishing organization.