Research On The Market Structure Of Chinese Financial Media

Since the beginning of the reform of the market economy,the development of Chinese financial media has been in full swing,and has formed a huge market scale in the era of traditional media.To the new media era,the traditional financial media with content can still resist the trend,and the emerging financial media platform is emerging at the same time.Financial media is an important sample of the media industry,and it is of great significance to study the evolution of the structure of the financial media market to explore the development law of the media industry.In the traditional media era,Chinese financial media has formed three dimensions of market pattern: within the same media,the financial media market presented as an oligopoly monopoly pattern;between different media,the financial media market has produced an incomplete substitution competition;at different regional levels,the financial media has formed an umbrella competition pattern.The arrival of the emerging media era completely upended and comprehensively reconstructed the market structure of Chinese financial media.On the one hand,the financial media market has formed an obvious "winner-take-all" trend in both content and platform;on the other hand,the financial media market has appeared a dazzling multi-party coverage competition,financial emerging media not only face covering competition from other emerging media platforms,but also impose covering competition on traditionalfinancial media and related emerging media platforms.The regulatory system,media technology and business model dominate the evolution of Chinese financial media market structure.In the traditional media era,the regulatory system has laid the basic competition pattern,the business model has certain inhibition to the market competition,and the technology restriction has the natural weakening to the market competition.In the era of emerging media,the effect of network economy leads to the emergence of "winner-take-all" platform in the financial market,the market expansion and the technological revolution have intensified the platform competition,and the influence of the regulatory system on the market structure has been gradually eliminated.The formation logic of covering competition pattern lies in the competition for common profits and cross-subsidy strategies.The influence of media market structure lies not only in the economic significance,but also in the social significance.In the emerging media era,the optimization of Chinese financial media market structure mainly lies in two points: the first is to promote the competition of content links to ensure the diversity of content production;the second is to apply "technology neutrality" to guarantee content presents parity.