报业市场的厂商均衡:新古典厂商理论的拓展

Firm Equilibrium of Newspaper Industry Market:Recent Developments of the Neoclassical Firm Theory

已有的新古典均衡结论无法解释一些报业厂商在发行市场上边际亏损的经验事实。分简化和非简化两种情形,在不同的市场组合下考察报业市场的厂商均衡时发现,即使报业厂商在广告市场上的边际收益等于边际成本,但在发行市场上,报业厂商的边际收益可以小于边际成本,甚至其发行价格也可以小于边际成本;并且在发行市场上边际亏损的报业厂商必定在广告市场中具备一定的市场势力。

The existing theories of neoclassicism fail to explain the empirical fact that some newspaper firms run into marginal loses in its circulation market. To address the problem, this article categories it into two situations： simplification and non-simplification. It looks into finn equilibrium of newspaper market in different market combinations, and comes up with the following findings. First, even if marginal gains of the newspaper industry firm are equal to the marginal costs in advertising market, marginal gain of the newspaper industry firm may be smaller than its marginal cost in circulation market; its circulation price may be smaller than the marginal cost. Second, newspaper firms affected with marginal loses in circulation market are sure to have certain power in advertising market.