界定市场:计算传媒业广告市场集中度的前提——兼与陶喜红博士商榷

发布时间：2018-06-04 18:47

本文选题：传媒广告市场 + 集中度　；参考：《新闻大学》2015年04期

【摘要】：本文先基于文献明确了计算市场集中度的前提为界定相关市场。然后以报纸广告市场为例,随机选择广东省报纸广告市场为样本,采用多元回归模型验证了在10%显著性水平下,仅有山西、山东、江西、湖南四省报纸广告市场与广东省报纸广告市场为相关市场,福建省因解释变量间具有较强共线性而无法判断,其余25个省(自治区、直辖市)报纸广告市场与广东省报纸广告市场均为非相关市场。据此结论,本文对已有研究中不界定相关市场直接计算广告市场集中度的做法及其他相关结论展开商榷。本文认为,若将不相关的广告市场混杂在一起计算市场集中度,据此计算结果所判定的市场结构很可能与媒体组织对竞争的实际感受及媒体组织实际行为格格不入。
[Abstract]:In this paper, based on the literature, the premise of calculating market concentration is to define the relevant market. Then take the newspaper advertising market as an example, select the newspaper advertisement market of Guangdong Province as the sample at random, and use the multivariate regression model to verify that only Shanxi, Shandong, Jiangxi, under the level of 10% significant, only Shanxi, Shandong, Jiangxi, The newspaper advertising market in four provinces of Hunan Province and the newspaper advertising market in Guangdong Province are related markets. Fujian Province cannot judge because of the strong collinearity between the explanatory variables, the remaining 25 provinces (autonomous regions), Newspaper advertising market and Guangdong Province newspaper advertising market are non-related markets. Based on this conclusion, this paper discusses the practice of directly calculating the concentration of advertising market and other relevant conclusions. This paper holds that if the irrelevant advertising market is mixed together to calculate the market concentration, the market structure determined by the calculated results is likely to be incompatible with the actual perception of competition and the actual behavior of media organizations.
【作者单位】：中国人民大学新闻学院;
【分类号】：G206;F713.8

【参考文献】