Research On The Influence Of Newspaper Market Structure And Newspaper Market Size On The Performance Of Newspaper Market In China

The research on the performance level of newspaper market is the core of research in the development of newspapers.Improving the performance of newspaper market is of great significance to the development of the newspaper industry and the whole media industry.In recent years,the decline of the newspaper industry in China and the rapid development of the whole media industry are in sharp contrast,and the contribution of the newspaper industry to the media industry is getting lower and lower.Based on the SCP paradigm of the industrial organization theory,how to through the analysis of the influence of newspaper market structure and newspaper market size on the performance of newspaper market in China for the newspapers to found a new way to develop is the most important factor in the research.The significance of theoretical research is to revitalize the traditional newspaper industry and improve the overall competitiveness of the newspaper industry to keep pace with the rapid development of the media industry.Analyzing the current situation about market structure and market size of the newspaper industry,this paper puts forward the influence path and mechanism of market structure and market size on market performance.By collecting sample data,the paper formulates the market structure,market size and market performance indicators.Through VAR empirical test,there is a long-term equilibrium relationship between newspaper market structure,market size and market performance in the selection of newspaper advertising market data.In the contribution to the performance level of newspaper market,the contribution of newspaper market size is greater than that of the newspaper market structure.According to the impact path and empirical research results,the corresponding policy recommendations are given in the end.Research results show that,the structure of the newspaper market in China shows the state of low concentration of industry,decentralized structure and obvious entry and exit barriers now.The issuing and advertising newspaper market size is shrinking.In recent years the overall size of the newspaper capital market is small and the growth has decreased significantly.Economies of scale and scope are not sufficient.The influence of market structure and market size on market performance is realized under the influence of government regulation,industrial convergence andcapital operation,the effect is positive and negative.In the end,this paper put forward five suggestions,improve the policy of the newspaper industry and reduce government regulation in a moderate way;break down regional business barriers and trade barriers and relax capital controls;speed up industrial integration and build a large newspaper industry;deepen the group operation strategy,to close the real business enterprise;accelerate newspaper capital advantage and resource advantage.