Research On The Relationship Between Market Structure And Market Performance Of China's Cartoon Industry Listed Companies

As a new sunrise industry combining modern science and technology with cultural creativity,facing the in-depth development of the contemporary Internet and the sharp increase of secondary user scale,in order to rank among the world's animation powers and realize the optimization of the organization of China's animation industry,it is necessary to clarify the correlation between the market structure and market performance of the animation industry,as well as its internal mode of action and influence mechanism.From the perspective of industrial organization,this paper takes Shanghai and Shenzhen A-share animation listed companies as the research object,uses empirical analysis method to analyze and test the correlation between market structure and market performance of China's animation industry,so as to judge whether China's animation industry conforms to the "market power" hypothesis or the "efficiency structure" hypothesis.The market structure of animation industry is mainly investigated and analyzed from three aspects: market concentration,product differentiation and barriers to entry.The research shows that China's animation industry belongs to the type of monopolistic competitive market structure.The market as a whole lacks effective competitiveness.In recent years,the market concentration shows a slow fluctuation and decline,but the degree of market concentration is still high.To some extent,different enterprises are in different links of the industrial chain,and based on different preferences of consumers,positioning their core business;the animation industry has higher barriers to entry,as a high-end cultural industry,the animation industry has higher barriers to entry such as capital,technology,policy and so on.The efficiency of animation industry is mainly measured by building DEA model.It is concluded that the overall technical efficiency and scale efficiency level are higher,but there are still enterprises with inefficient comprehensive efficiency.The main reason is that the technical efficiency and scale efficiency need to be further improved,which indicates that the allocation of resources needs to be further optimized.The relationship between market structure and market performance of animation industry is verified by multiple linear regression model.The results show that neither the "market power" hypothesis nor the "efficiency structure" hypothesis can be applied to the current situation of China's animation industry organization.However,according to the analysis,there is a significant positive correlation between scale efficiency and total asset return,which shows that the animation industry conforms to the revised efficiency structure hypothesis.Finally,according to the current situation of China's animation industry,this paper puts forward some suggestions,such as promoting effective competition among large,medium and small enterprises,improving the strategic layout of the industrial chain,rationally allocating the factors controlling production and emphasizing the training of comprehensive talents.