基于SCP范式的中国数字出版产业市场结构与绩效研究  

Research on the Market Structure and Performance of Chinese Digital Publishing Industry Based on SCP Paradigm

作　　者：向志强[1] 陈盼盼 XIANG Zhiqiang;CHEN Panpan(School of Journalism and Communication,Hunan University,Changsha 410000,China)

机构地区：[1]湖南大学新闻与传播学院,湖南长沙410000

出　　处：《商业观察》2025年第7期92-95,共4页BUSINESS OBSERVATION

基　　金：国家社科基金后期资助重点课题(19FXWA001)。

摘　　要：文章基于SCP理论及其分析框架模型,依据2014—2019年国内28家数字出版企业的财务年报数据,从市场集中度、市场进入壁垒2个方面分析中国数字出版产业的市场结构,运用托宾Q值、“财务五力”绩效评估体系对中国数字出版产业的市场绩效进行深入探讨。研究表明,目前中国数字出版产业的市场集中度偏低,产品同质化程度较为严重,市场行政性进入壁垒大。中国数字出版产业的市场绩效较低,资源配置效率不高,企业价值在资本市场中被普遍高估。数字出版产业企业间的利润率差距悬殊,主营收入增长率波动大,稳定力不足;产业盈利能力不足,并未体现数字技术产业的经济效益优势;安定力中资产负债率较高;在现金力上难以通过实际经营活动获取必要的经营资金。目前,中国数字出版产业的运营模式不成熟、产业间分化严重、风险系数高,与传统出版产业相对稳健、成熟的市场绩效存在较大差距。According to the financial annual reports of 28 domestic digital publishing enterprises from 2014 to 2019,this paper analyzes the market structure of China's digital publishing industry in terms of market concentration and market entry barriers,and deeply explores the market performance of China's digital publishing industry based on the Tobin's Q value and the"five financial forces"performance evaluation system from the perspective of the SCP theory and its analytical framework model.The research shows that the current market concentration of China's digital publishing industry is low,the degree of product homogeneity is severe,and the administrative barriers to entry in the market are large.The market performance of China's digital publishing industry is relatively low,the efficiency of resource allocation is not high,and the enterprise value is generally overvalued in the capital market.Enterprises in the digital publishing industry have a wide gap in profitability,with large fluctuations in the growth rate of main revenue and insufficient stability.The profitability of the industry is low,which does not reflect the advantages of economic benefits of digital technology industry.In terms of stability,the asset liability ratio is relatively high.And in terms of cash,it is difficult to obtain necessary operating cash through actual business activities.At present,the digital publishing industry has the immature operation mode,serious inter-industry fragmentation,high risk factor,and large gap with the relatively robust and mature market performance of the traditional publishing industry.

关 键 词：数字出版产业 SCP范式 市场结构 市场绩效 

分 类 号：F275[经济管理—企业管理]