中国传媒产业的市场势力与规模经济——基于NEIO范式的实证研究

摘要

New empirical industrial organization （NEIO） is currently the empirical !paradigms to study the companies＇ competitive behavior and performance among the industry. The paper employs the New Empirical In- dustrial Organization （NEIO） to test the market power of Chinese media industry during its progress of market transformation. This study focuses on media industry＇s market power and economies of scale under their products difference. With use of Chinese current listed media companies as the data sample, quarktitative analysis states some interesting results that, in considering differences of production rate, the listed media companies in China＇s media industry have significant level of market power but of diseeonomies of scale. On the other hand, the scale of operation possibly achieves economical in considering the rate of technological progress.%新经验产业组织分析（NEIO）是研究产业竞争性行为与绩效关系的一种实证范式。本文以目前传媒上市公司相关数据作为取样对象，运用NEIO模型重点分析保持产品差异前提下的市场势力和规模经济。结果显示：中国的传媒业上市公司存在显著的市场势力；在考虑企业之间生产差异率时，传媒产业上市公司显著地规模不经济；在考虑多年改制而带来的技术进步时，企业呈现出比较显著的规模经济效益。