Study On The Market Structure Of China Conferences And Exhibitions Based On SCP Paradigm

After decades of development, by organizing international conferences and exhibitions, Chinese conferences and exhibitions industry has promoted the developments of tourism, transportation, catering and other service industry. Due to its special effect, the contribution to the economic growth rate has been far beyond the scope of the convention and exhibition industry itself. However, due to the lack of regulation of industrial policy, various problems of the market structure seriously restrict the healthy development of the industry.This paper reviews the basic theory of the convention and exhibition industry market structure, the meaning and decisive factors of convention and exhibition market structure were definited and analysised, and using the SCP paradigm of industrial organization theory to describe how the exhibition industry market structure influences enterprise behavior and market performance, and even influences the development of the conference and exhibition industry. The article studies the status of Chinese convention and exhibition market structure from four dimensions including market concentration degree, scale economy, product differentiation and market barriers, and then reaches the conclusion that the regional development of Chinese convention and exhibition industry is imbalance, economies of scale did not form agglomeration effects, the lack of differences and competition means, the capital barrier is low while the institution barrier is high. In the analysis frame of SCP paradigm, analyses the influence of the Chinese convention and exhibition industry market structure to the exhibition enterprise behavior and the exhibition industry market performance. In order to seek ways to solve the problems, this paper also reviews Chinese exhibition industry industrial organization policy, finds that the government participated in the convention and exhibition excessivly, the duty of the association is not clear, and then puts forward the suggestions that promoting the merger of the enterprise to help the formation of the scale economy, regulating the competition to prevent the monopoly in specialization, subdividing the market to achieve differentiation exhibition, relaxing the examination and approval required to reduce administrative barrier.There are some problems in the market structure of Chinese convention and exhibition industry, self-regulating mechanism can not function effectively. As a result, these problems produced negative influence to the exhibition enterprise behavior and exhibition market performance, prevented the healthy development of the convention and exhibition industry. Government should promptly establish policies and regulations, and strengthen supervision; association should perform its duty, and strengthen exchanges and cooperation within the industry.