基于DEA分析框架下我国报业市场绩效研究

The Performance Analysis of Chinese Newspaper Industry Based on DEA

以往对报业市场绩效的研究基本是采用SCP分析框架,并结合传统的测度指标对绩效进行研究,其研究的视角及获得的结论有较大的局限性。引入DEA的分析方法,在考察利润率等指标后,构造了一个以投入为主导的、多阶段松弛变量计算法的一期C2R模型,通过对31个省(市、区)2005年报业的相关数据测度,得出对我国报业行业利润的两大判断以及四个基本特征。论证了目前中国报业具有行政垄断与市场垄断相结合的混合型垄断特征,行政因素的影响仍然是报业市场绩效集弱的主要因素。

In the past, performance research of the newspaper industry by SCP, combined with the traditional measure of performance indicators study is the basic analytical framework. But its perspective and conclusions have limitations. In this paper, we introduce DEA analysis method and construct an input-led, multi-stage variable relaxation of a calculation model CZR after exploring profit margins. Then we arrive at two conclusions and four basic characteristics of the profits of China＇s newspaper industry through the data measure of 31 provinces of China. We also demonstrate that the characteristic of current Chinese newspaper industry is a kind of monopoly which mixed administrative monopoly with market monopoly, and the administrative factor is still the main cause of poorer performance of Chinese newspaper industry.