Study On Shaanxi Comprehensive Metropolitan Newspaper Market Based On SCP Analytical Method

As the implementation of the western development strategy, Shaanxi has got rapiddevelopment in its economic in recent years, which has also promoted the developmentof Shaanxi newspaper industry. If we want to figure out the way to get much better andfaster development of Shaanxi newspaper industry along with the economicdevelopment, we need to have an accurate assessment of Shaanxi newspaper market. Inresponse of which, we use SCP Analytical Method as a tool, according to the theory ofwhich market structure affect market behavior and market behavior decides marketperformance, from the perspective of the theory of industrial organization by empiricalanalysis method to study the comprehensive metropolitan newspaper market of Shaanxiprovince. We started at analysis on the present market structure, market behavior andalso market performance of Shaanxi province, and on this basis to evaluate theperformance of Shaanxi newspapers. Finally, of to the press at the problems which canbe optimized in Shaanxi metropolitan newspaper industry, we propose someoptimization countermeasures from four aspects, hoping that provide some revelationsfor the development of Shaanxi metropolitan newspaper industry.This thesis is divided into five chapters:The first chapter is the introduction. This part is mainly about the background ofchoosing this subject, research purpose, the research approach and the main innovationof the article and shortcomings.The second chapter is the theoretical basis of the article: SCP Analytical Method isthe analysis tool, provides the basic analytical framework for the article, and thenewspaper economic theory is conducive to having a grasp Shaanxi metropolitannewspaper in process of our research. And describe the scope of the article.The third chapter analyzes the market structure of the Shaanxi MetropolitanNewspaper Industry. We analyses the concentration ratio, product variation, entry andexit barriers and other factors that are concerned with the market structure combinedwith some data to an empirical analysis. The results show that Shaanxi metropolitan newspaper market has high concentration ratio, low product variation degree, and entryand exit barriers are mostly policy barriers.The fourth chapter analyzes the market behavior and market performance of thenewspaper market in Shaanxi Province. Competitive behavior in market can be dividedinto kinds: price competition and non-price competition. And non-price competitioncontains channel competition, adjusting behavior and cross-regional alliances as well.The second section of this chapter makes a simple assessment of the marketperformance. Since advertising revenue is the main source of income of the newspaperunit, we take the advertising revenue as the amount to measure the market performance.According to a number of problems in the current Shaanxi Newspaper market, wepropose some optimization countermeasures in Chapter Five. Firstly, implement thedifferentiation strategy to expand the rural newspaper market. Secondly, reduce theentry and exit barriers and improve the newspaper exit mechanism as soon as possible.Thirdly, strengthen the core of the Newspaper Group-competitive advantage on thebasement of primary business. Finally, make property rights clearly to promote therapid development of party newspaper Group.