基于SCP框架的中国互联网广告行业分析——垄断与反垄断  

Research on China’s Internet Advertising Industry Based on SCP Framework——Monopoly and Anti-monopoly

作　　者：官春余 Guan Chunyu(Department of Communication,Nankai University,Tianjin,300000)

机构地区：[1]南开大学传播学系,天津300000

出　　处：《现代广告》2021年第2期4-15,共12页Modern Advertising

摘　　要：本文在计算出衡量市场集中度的两大指标CR3与CR10,以及对市场壁垒、产品差异化程度的分析基础上,发现(1)我国互联网广告行业的市场结构呈现出垄断竞争的中寡占型,市场前三的集中度降低,而市场前十的集中度不断提高;(2)企业通过定价与资本等策略又进一步提高了市场集中度;(3)从利润率、资源配置效率等指标来看,现阶段我国互联网广告行业的市场绩效水平仍然较低。笔者认为可从:国家层面的建立数据服务中心与区域产业集群、分解壁垒、丰富监管领域;头部企业加快技术创新培育新的竞争力;中小企业的市场差异化定位与经营三方面,改善我国互联网广告行业的市场竞争格局。On the basis of calculating the two major indicators CR3 and CR10 to measure the market concentration degree,and analyzing the degree of market barriers and product differentiation,I found that(1)In general,China’s Internet advertising industry presents on the oligopolistic market structure with competitive character,the concentration degree of the top three in the market is decreasing,while the concentration degree of the top ten in the market is increasing;(2)Through pricing and capital strategies,enterprises improve the market concentration furtherly;(3)From the perspective of profit and resources allocation efficiency margin and other indicators,the market performance level of China’s Internet advertising industry is still low at this stage.The author thinks that the following measures can be taken to improve the competition pattern of China’s Internet advertising industry:At the national level,we should establish data service centers and regional industrial clusters、decompose barriers、and enrich regulatory areas;Head enterprises speed up technological innovation to cultivate new competitiveness;Small and medium sized enterprises conduct differentiated positioning and management.

关 键 词：SCP 互联网广告 产业分析 

分 类 号：F062.9[经济管理—政治经济学] G203[文化科学—传播学]