The SCP Paradigm Analysis Of China's Film Industry

In recent years,with the film industry develops rapidly,the scale of industry expanding continuously.As the main component of cultural industry,the film industry has a certain impact on the development of the national economy.Based on the SCP paradigm in the theory of industrial organization,this paper studies the market structure,market behavior and market performance of Chinese film industry,and finds that although the concentration level of Chinese film market increase constantly,the market structure is still characterized by monopolistic competition.On the one hand,economic barriers and policy barriers restrict the entry of some manufacturers,on the other hand,the requirement of product differentiation encourages more enterprises to enter the market,and the market behavior of Chinese film industry is divided into price behavior and non-price behavior.The price behavior is differential pricing,while the non-price behavior is M & A and marketing behavior.Chinese film industry performance is divided into two types: economic performance and social performance.Economic performance is manifested as box office income and other income,and social performance is manifested as product diversity and the progress of technical level.Further research shows that the Chinese film industry has undergone changes in the market structure at different stages of development,and that different market structures have led to different market behaviors.Before the reform and opening-up period,the monopoly degree was high,the ticket price was mainly dominated by the state,the competition among enterprises was lack of diversification and differentiation;after the reform and opening-up,the monopoly degree decreased,and the competition among enterprises mainly manifested as non-price competition.The study also found that the level of industry concentration can positively affect market performance.The main problems existing in Chinese film market are as follows: industry concentration is to be improved;insufficient of market opening;lack of scientific rationality in pricing behavior;insufficient of supervision of M&A and marketing;insufficient of international competitiveness in industrial performance;Both ends of the industry chain need to be further extended and so on.The countermeasures and suggestions for the above problems are as follows: improving concentration through resource integration;reducing policy barriers;perfecting the laws and regulations of industrial supervision and encouraging diversified development of enterprises.