| After more than twenty years development, China's Color Television industry has been greater and stronger. The output of television of our country was 32,100 in 1980, ranking the 8th in the world. The output has been up to 10,330,400 in 1990, exceeding USA's and becoming the first big country of television. After that, the output continued increasing and was up to 73,288,000 in 2004. During this period, the market structure of the color TV industry has enormously changed as our national economic system reform.Based on industrial organization theory, the text uses the analytical method of the example to investigate market structure, market conduct and market performance of the color TV industry of china, and contacts color TV industry's history and government's public policy. In the major industrial organization theory, market structure, market conduct and market performance are three key concepts, which forms the research frame of the industrial organization theory. Their basic relation is: The market structure is a foundation of determining enterprise's conduct and market performance; Enterprise's conduct is affected by market performance and influences the market structure conversely, it is the intermediaries of market structure and market performance; The market performance is the final achievement of the market relation or the resource distribution, which receives the common restriction of the market structure and enterprise's conduct. At the same time, the market performance and its variation tendency influence the structure of future market and enterprise's conduct again. So, the market structure is the most important factor in the analysis frame of the industrial organization theory. We use this analysis frame to investigate the color TV industry of our country. In addition to preface, this text is divided into five chapters. In the preface, we state the development of the color TV industry and propose the research purpose: offering the theoretical foundation for government policy and business strategy. And then we introduced the research approach, which is known as the analysis frame of SCP. Proceeding from history of the color TV industry, chapter one introduced the development of this industry briefly. Because of the particularity of economic development of our country, we divided color TV industry into two periods: the period of government-controlling price and the price war period. Color TV industry developed in step with of our national market economy, the price of the color TV was controlled by the government in initial stage. The government decontrolled the control on price of the color TV gradually from 1990 to 1995, but still influencing the product cost. In 1996, the initial price war broke out in the color TV industry, the price began to fluctuate freely under the function of the market mechanism. Then the price war rose one after another, and the color TV industry was fierce in competition. Since 21st century, the digital TV has begun to rose, technological progress and products innovation are frequent day by day, more and more enterprises pay attention to the research and development of the new products and change the market strategy. We have described the market structure of the color TV industry in chapter two. First of all, we have introduced the method of measuring of the market structure, among which introducing two indexes of weighing market concentration degree especially: the concentration degree index of the industry and Herfindahl-Hirschman Index(remembered ); Secondly, we used these two indexes to weigh the market concentration degree of the color TV industry of our country and draw the conclusion: the market concentration degree of the color TV industry has been improved along with the process of the economic system reform of our country especially since the price war; In section three, we investigate the competition of the foreign brand on the color TV market. Form their sales on the Chinese color TV market in recent years, we know that foreign brands' adv...
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