基于SCP范式的中国传媒产业组织分析

The Analysis of China's Media Industry Organization based on the SCP Paradigm

近年来中国传媒产业发展迅速、产业增加值逐年提高,近三年来其产业增长的速度虽然有所下降,但从整体趋势上看,传媒产业增加值与GDP增加值呈现出显著的正相关关系。SCP范式是产业组织理论中的经典范式,其通过市场结构、市场行为和市场绩效三方面的指标来分析某个产业的状况。基于SCP范式对我国传媒产业进行实证分析可知,目前我国传媒市场处于集中度低的竞争阶段,表现传媒市场同质化竞争程度加剧、市场进入的资金与技术壁垒迅速加高、广告收入增速减缓、产业利润率降低等。且由于我国传媒产业按照公益性事业和经营性产业分类运营,仍处于条块分割的状态,制度性壁垒较高。因此,需要对传媒产业进行较大力度的整合,提升传媒产业的市场集中度,实现其产业结构的优化和规模经济。

Abstract： In recent years, China media industry has remained higher growth speed than GDP and sustained growth, but the speed of growth dropped in almost three years. Looking from the overall trend, the media industry has an obvious correlation with the change of the added value of gross national product （GNP）, the prosperity of media industry built on the foundation of the national economic development. SCP paradigm is the classic model of industrial organization theory to analyze a certain industry through the market structure, market behavior and market performance. From the empirical analysis on the media industry in China based on the SCP paradigm, we can see at present, China＇s media market is at the competition stage of low concentration, show the preliminary characteristics of mature period, including the media market competition aggravating, the resources and capabilities barriers of market entrance rapidly increasing, homogeneous competition phenomenon is serious, advertising revenue growth is slowing, industry profit margins decreasing, etc. And because the media industry in China is classified operated in accordance with the public welfare undertakings and industry for commercial purposes, is still in fragmented state, institutional barriers is higher. Therefore, we need process larger integration on media industry, improve media industry market concentration, and realize the optimization of industrial structure and economies of scale.