Research On The Development Of Chinese Film Industry Organization Based On SCP Paradigm (2012-2017)

Since its birth,the Chinese film industry has gone through more than 100 years and has become an important part of the cultural industry's pillar industries and national economy.With the rapid rise of mobile internet technology and the enrichment of usage scenarios,the market environment and communication environment faced by the film industry have undergone profound changes.Based on the theory of industrial organization,this paper adopts the SCP analysis paradigm to systematically sort out and analyze the market structure changes,market subject behaviors and performance changes of China's film industry(2012-2017)under the new environment,trying to reveal Chinese movies in a panoramic way.On the basis of the changes and existing problems of industrial organization,and on this basis,try to propose a film industry organization optimization strategy that is in line with China's national conditions.The research content of this paper is mainly divided into the following parts:The first chapter is the introduction,which mainly expounds the related concepts of the film industry and industrial organization theory and the SCP paradigm analysis model.It combs the domestic and international film industry theoretical research literature and research trends,and the research ideas,research methods and innovations of this paper.Make a statement.The second chapter selects three indicators of market concentration,product differentiation and market entry barriers to analyze the market structure of China's film industry.First,the calculation of China's cinema line market concentration CR4 and CR8 in 2012-2017 shows that China's cinema line market has a high degree of concentration,which belongs to the middle and lower oligopolistic IV-type market structure,and the industry concentrates on the trend of “slow down”..Second,in the degree of product differentiation,the market reaction between domestic and imported films was compared and analyzed.Third,in the market entry barriers of the film industry,economic barriers to entry and institutional barriers to entry are not high.The third chapter analyzes the market behavior of China's film industry,which is mainly divided into price behavior and non-price behavior.Price behavior mainly uses differential pricing to make different movie fares.In the analysis of non-price behavior,it is found that the R&D and innovation behaviors of film production enterprises in China are still scarce;the awareness of advertising and marketing is gradually awakened,but the behavior of bad hype should be guarded;the behavior of organizational boundary adjustment is reflected by the promotion of capital.The fourth chapter quantitatively analyzes the market performance of China's film industry.Firstly,the paper analyzes the operating income and net profit of the five listed film and television companies in China,and finds that the market performance of the producers is generally on the rise.However,there are different ways of making the main business,the pace is inconsistent,and the return rate of funds is not easy..Then,using the 2017 data as an example,the issuer's market performance was analyzed.It was found that the traditional issue still dominated half of the market,but the e-commerce issue performance grew rapidly,indicating the trend of the issue side to the Internet.Subsequently,the operating data of the top ten theaters in the box office was selected,and it was found that the market performance of China's film exhibitors was steadily improved,and the structure of the oligarchs in the cinema market was obvious.Finally,from the overall point of view,China's film industry market still has a lot of room for improvement.The fifth chapter analyzes the problems and causes in the development of China's film industry organization.Through combing and grasping the market structure,market behavior and market performance of China's film industry,it is found that China's film industry organization has the following outstanding problems: the imbalance of the upstream and downstream structure of the film industry chain,the unreasonable distribution of interests in the film industry market,and the improvement of the quality of film products..On the basis of the above analysis,the sixth chapter proposes the specific strategies for the optimization of China's film industry organization from three aspects: one is to optimize the market structure;the second is to optimize the spatial layout;the third is to optimize the industrial policy.