我国体育传媒与信息服务业行政垄断的A-S-C-P分析

An A-S-C-P Analysis on the Administrative Monopoly of Sports Media and Information Service Industry

体育传媒与信息服务业既是传媒产业的重要分支,更是体育产业的重要组成部分,表现出显著的行政垄断特征。基于传统的产业组织研究S-C-P(structure-conduct-performance)范式,构建A-S-C-P(administration-structure-conduct-performance)分析框架,从行政管制、市场结构、市场行为、市场绩效4个方面对我国体育传媒与信息服务行业进行分析。认为,在较为严格的政府行政管制之下,我国体育传媒与信息服务业形成了央视一家独大的高度垄断的市场结构,由此催生了行业在位垄断厂商维护自身垄断地位的一系列市场行为,最终造成了行业市场绩效欠佳的结果。提出,要继续深化行业改革,不断创新体制机制;持续放松行政管制,使在位厂商成为真正参与竞争的市场主体;加强市场监管和政策引导,培育行业有效竞争的市场环境;加大行业对内对外开放力度,有序引入新的市场竞争主体,以改善行业市场绩效。

Sports media and information service industry is not only an important branch of media industry,but also an important part of sports industry showing significant characteristics of administrative monopoly.Based on the traditional S-C-P(structure-conduct-performance)paradigm of industrial organization research,this paper constructs an A-S-C-P(administration-structure-conduct-performance)analysis framework to analyze China’s sports media and information service industry from four aspects of administrative regulation,market structure,market conduct and market performance.It is believed that under the relatively strict government administrative control,China’s sports media and information service industry has formed a dominant and highly monopolized market structure of CCTV,which gave birth to a series of market behaviors of incumbent monopoly manufacturers in the industry to maintain their monopoly position,and finally resulted in poor market performance of the industry.It is proposed that we should continue to further the reform of the industry and constantly innovate the system and mechanism;continue to relax administrative control to make incumbent manufacturers truly participate in the competition;strengthen market supervision and policy guidance,and cultivate a market environment for effective competition in the industry;increase the opening up of the industry to the outside world and orderly introduce new market competitors to improve the market performance of the industry.