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本文基于有效竞争理论视域,对中国电视市场结构进行了分层分类深入再考察,发现不同行政壁垒的市场中结构各异:全国收视市场总体呈“核-粒模式”市场结构,竞争不足和规模不足的双重低效现象并存;区域收视市场呈“单向-层级垄断”市场结构;节目制作市场呈高度分散竞争市场结构;网络新兴传播市场呈趋于有效竞争的多寡头垄断市场结构,分类节目收视市场结构及其有效竞争程度也不同。
Based on the theory of effective competition theory, this paper studies the structure of China’s TV market hierarchically and further and finds that there are different structures in the market of different administrative barriers. The market structure of the national audience rating market is generally “nuclear-grain model” The inefficient and under-scaled double inefficiencies coexist; the regional viewing market presents a “one-way-level monopoly ” market structure; the program production market presents a highly decentralized competitive market structure; and the network emerging market is characterized by oligopoly with effective competition The structure of the market structure and the structure of the classified program viewing market and the degree of effective competition are also different.