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本文运用产业组织理论中市场集中度、市场进入壁垒和产品差别化等指标,分析我国区域性中心城市都市报发行市场结构。研究表明,我国区域性中心城市都市报发行市场结构呈现“三高”和“三缺乏”特征,即都市报发行市场集中度很高,缺乏跨区域竞争优势;市场进入壁垒很高,缺乏市场退出机制;报纸趋同程度较高,缺乏差别化竞争。上述发现对于优化都市报发行市场结构具有重要参考价值。
This article analyzes the market structure of the Metropolis Daily in China’s regional central cities by using such indicators as market concentration, barriers to market entry and product differentiation in the theory of industrial organization. The research shows that the market structure of China’s Metropolitan Newspaper Distribution Market shows the characteristics of “Three Highs” and “Three Lacks”, that is, the concentration of Metropolis Daily is very high and there is no cross-regional competitive advantage. The market entry barrier is very high , Lack of market exit mechanism; high level of newspaper convergence, the lack of differentiation of competition. The above findings have important reference value for optimizing the market structure of Metropolis Daily.