Research On The Broadcast Market Structure,conduct And Performance Of Tianjin Based On SCP Paradigm

In recent years,new media,self-media and other emerging media have developed rapidly,and the traditional media represented by radio is suffering from its severe impact.At present,the overall pattern of traditional media is undergoing reform,evolution,integration and reintegration.As one of the important parts of traditional media,broadcasting has its own advantages and development environment which it was proud of.For a long time,radio has been relying on the channel advantage and first mover advantage of traditional media for development.Its inherent thinking and rigid system make it ignore the analysis of market demand.In addition,the broadcasting industry has been in the management of the system.There are many problems,such as the high threshold of industry access,the single media composition,the serious homogenization of production content,and the lack of scale economy.Based on SCP theory,namely structure conduct performance,structure behavior performance,this thesis analyzes and discusses the current situation of Tianjin broadcasting.Based on the internal frequency data of Tianjin broadcasting,this thesis makes qualitative and quantitative analysis on various structural indicators of the broadcasting industry,judges the type and characteristics of its industrial structure according to the theoretical basis,and analyzes the current market behavior,economic performance,social performance and other indicators of Tianjin broadcasting The relationship with its market structure.According to the correlation analysis,Tianjin broadcast market structure is positively correlated with market behavior and market performance respectively,which also confirms the theoretical basis of SCP paradigm,that is,market structure restricts market behavior and market behavior directly affects the trend of market performance.In the long run,the interaction of these three factors,the change of market behavior and market performance will also make the market structure adjust accordingly.Take Tianjin broadcasting industry as an example.This industry is an oligopoly market structure.Using this market structure,it has a pricing advantage and a higher industry threshold,so as to obtain huge profits.Nowadays,influenced by the external environment,a company has no monopoly advantage.The original market structure has led to the more serious homogenization of its own products,and the low scale economy,forcing Tianjin radio to further optimize its market structure.Through research and analysis,this thesis analyzes the obstacles and deep-seated reasons in the development process of Tianjin Radio,and puts forward suggestions that Tianjin radio can increase the reform of system and mechanism,gradually reduce industry barriers,accelerate integration and innovation,optimize production content,and train reserve talents.