中国转型期报业市场结构的绩效分析

The Performance Analysis of Chinese Newspaper Industry

中国报业产业作为传媒产业的一个重要分支,其市场结构具有鲜明的政府色彩。对报业改革30年的总体回顾与反思,可以基本确定,其市场结构已经开始由行政垄断向市场垄断过渡。但从运营绩效角度看,绩效程度既与地区经济发展程度有关,又与行政垄断程度有关。提高报产业绩效的关键在于进一步深化市场化进程,打破市场垄断,在保留少数中央级政府党报权威地位的基础上,强化和推进报业产业市场竞争的改革与创新。

Chinese newspaper industry, as an important branch of media industry, its market structure was strongly affected by government. From the review of the 30-years reform history of newspaper industry, we could conclude that, its market structure began to transit from administrative monopoly to market monopoly. But its operating performance should be related to not only the region＇s economic development level, but also the degree of monopoly. The key to improve the performance of newspaper industry is to deepen the process of marketization, to break the monopoly of the market, and to strengthen and promote the newspaper industry competition in the market reform and innovation based on the retaining of some party newspaper＇s authority status.