A Study On Media Economy In China, Based On The Analysis Framework: Structure, Conduct And Performance

With the media economy contributes more and more to GDP growth, the media industry has become increasingly important in the national economy. In China, due to historical reasons, the media used to be a "mouth piece of the party "for a long time. China's media market and the economy has just gone through the road of industrialization. However, the use of economic principles analysis of the economic writings of the media are more scarce. Draws on the research methods of industrial economics, this thesis is based on the framework of industrial organization theory (SCP)to analysis of market structure of state media industry. Analysis of the current media industry takes a variety of market behavior and market performance of the media industry for quantitative assessment. After rigorous scientific data analysis, the economy of China's media industry is not high, with revenue model of a single, higher barriers to access to the industry. Proposed the mass media should take active business development model, broaden sources of income. Economy and Industry of the media should break the existing regional monopoly, and government regulation should respect the law of development of market economy. Establish and develop media industry with a flexible, efficient government management.