Study On The Chinese Television Market Structure Based On The SCP Paradigm

With the deepening of the TV system reform and the development of televisioncollectivization, TV industry in China develops rapidly and the industrial scale oftelevision expands unceasingly. Meanwhile, many kinds of problems of the TVindustry gradually highlights, such as unbalanced development; waste of resources;lack of economies of scale and so on. The reason is that the television industry is stillin the period of reform and it doesn t form a perfect TV market structure, thus it isunable to adapt to the development of TV industry. So, to build a TV market structurewhich is conducive to the development of TV industry and form an effective markethas become an effective way to promote the rapid and healthy development of the TVindustry.Based on the SCP model in the theory of industrial organization in the west,namely market structure, market conduct and market performance, this thesisanalyses the present situation of the TV market structure in China and its influence onTV market conduct and perfomance, thus puts forward the idea of optimizing the TVmarket structure of our country. First of all, based on a large amount of data, the thesismakes an empirical analysis of the TV market structure in our country from severalaspects, such as market concentration, economies of scale, product differentiation andadministrative barriers. It argues that China s TV market concentration is relativelyhigh, and has the features of oligopoly and competition coexist; that the TV industryof China is relatively small, weak and lack of economies of scale; that the differenceof China s TV products is increasing, but there are still some problems, such as theuneven developed program types, homogeneity of the content and so on; that thebarriers to entry of Chinese TV market is high, and it exists the administrativeregional monopolies.On the basis, the thesis analyses its impact on the TV market conduct, it arguesthat China central TV and the strong satellite TV have the absolute power inadvertising price, they obtain monopoly profits through price discrimination, andconcentrate a large amount of excellent TV resources; that under the intensecompetition pressure, other TV media imitate each other, and thus leads to thehomogeneity and vulgarity of entertainment of the content. In the studies of TVmarket structure s influence on the TV market performance, the paper argues that China s TV industry layout is not reasonable, the gap is big between the east and thewest, the central and the local TV industry; that the scale of China s TV industry isrelatively small and weak, it is lack of economies of scale and its efficiency ofresources is low; that the social benefits of TV industry is also relatively low and theloyalty of TV audience gradually declines. According to the analysis above, the thesispresents that China s TV market should further reduce the barriers and break out theadministrative regional monopolies. It should also improve the capital operation ofTV industry and try to achieve the cross-regional and cross-industry management, andincrease the market concentration of local TV and optimize the content production.