Research Of Film Projection Industry On The Influence Of Market Concentration To Market Performance In Chengdu

Since the reform of cinema system,with a large amount of private capital pouring into the film industry,the film screening industry in China has been developing continuously.Now,people’s consumption demand for spiritual culture is increasing.As a member of cultural products,the film has been developing well for a long time and has gradually become a pillar industry.However,as the market share of the core cities in the eastern developed regions has been carved up,the growth rate of the film industry has slowed down,and many operating pressures and hidden dangers have emerged.The vast central and western regions have become the new focus of industry investors.As a representative of the "new first-tier" city in the western region,chengdu city has seen a large number of newlybuilt cinemas flooding into the local market in a short time,and the market structure of the industry is changing rapidly.In order to ensure orderly market long-term development,and the city movie is to avoid new power industry efficiency loss caused by the "cluster",the film industry of chengdu detailed carding and research is essential.This paper firstly uses the theories of “SCP”,“Contestable market” and “Monopolistic Competition Market” to analyse the influence of market concentration and market performance,on the basis of theoretical analysis after use of the districts and counties of chengdu in 2012-2018 panel data for empirical research,empirical process to comb and reveal the districts and counties of chengdu show the development and present situation of the industry,to measure the market concentration and market performance in each district and county,finally,regression model to explore the mechanism of regional market concentration effect on market performance.The research results show that :(1)under the market concentration degree of each district and county in the city,the competition among cinemas is increasingly fierce,the market concentration degree gap between regions is large,and the market concentration degree decreases from the outer suburbs to the city center.(2)the market performance increases from the outer suburbs to the central city,but the performance of the central city generally declines on the change trend,and the market performance of the districts and counties in the second and third layer steadily increases for many years.(3)market competition promotes the improvement of market performance.The traditional SCP theory hypothesis is applicable to the film industry in Chengdu.It is suggested that the government reduce the barriers to entry in the projection industry,encourage market competition,and introduce relevant policies to attract cinemas to the Chengdu market.It is suggested that cinema companies and cinemas in the film projection industry enter the second and third circle of the district and county market and carry out diversified marketing activities combining online and offline to improve market performance.