全文以中国平面设计行业为研究对象,以产业经济学SCP框架为理论支持和逻辑依据进行分析,从中国平面设计行业的市场结构,市场行为和市场绩效三个方面进行剖析,得出现在平面设计行业中,由于市场结构不合理,从而导致了行业内部主体的恶性竞争,最终导致整个平面设计行业的市场绩效低下和行业退化。 This article takes China’s graphic design industry as the research object, analyzes the SCP framework of industrial economics as the theoretical support and logical basis, and analyzes the market structure, market behavior and market performance of China’s graphic design industry from three aspects, In the industry, due to the irrational market structure, which leads to the vicious competition within the main body of the industry, eventually leading to the low market performance of the entire graphic design industry and industry degradation.