The Research Of China's Media Industry Market Structure On Performance : An Emperical Analysis

Since the 90s of the 20th century, two factors - the emergence of network economy and the global media to form a unified market, the market structure of the media industry have a significant impact: the gradually strengthening monopolistic tendencies and voice for monopoly growing. Therefore, based on the new changes in international and domestic markets, the development of China's media industry is still following the traditional theory of industrial organization is fully competitive market structure of industrial high-efficiency model was questioned.This paper analyzes the limitations of the traditional SCP paradigm, using the introduction of industrial convergence (R), government deregulation (C) of RC-SCP paradigm, analyzed how market structure affect the performance of the media industry, under the new situation. Then in the RC-SCP paradigm framework, through the five sub-industries in China's media industry to measure market structure, according to Bain classification standards, the market of newspaper reached a competitive market structure, in national market. regional markets are oligopolyⅡtype; The market structure of journals industry and television industry are between oligopolyⅣtype and oligopolyⅤtype; Obvious geographical characteristics of broadcasting markets, regional market concentration is high, but did not form a national monopoly power; Internet industry market concentration continuously decreased, in 2008 form the competitive market structure. To study the market structure and industrial performance relationship, take newspaper industry as a case to empirical research, quantitative analysis obtained by the newspaper industry, market concentration and industry performance in the short term exist a positive correlation, but in the long-term such positive correlation is not obviously, That is, short-term enhancement of monopoly power will help industry improve the performance, but not necessarily for the long-term performance improvement, this conclusion is in line with western developed countries the market structure changes in the media industry trends. meanwhile, based on the measurement of U.S. media industry market structure optimization trend, by comparative analysis, the paper obtained: the market concentration of the media industry is far less than that in developed countries, the contribution rate is less than that level of developed countries, the industrial integration of media in the network economy is subject to the existing media system, blocked capital flows and fuzzy property rights.Based on the results of empirical analysis, and the revelation of the media experience of developed countries, this paper, the government vigorously promote the readjustment of the industrial policy of the industrial integration of the media industry, the enterprise to establish a diversified business model, which greatly expanded the freedom of capital into the strategy, construct competitive monopolistic market structure.