基于SCP的海峡两岸移动通信产业比较研究

发布时间：2018-04-22 04:14

本文选题：移动通信产业 + SCP框架　；参考：《南开大学》2012年博士论文

【摘要】：移动通信产业于1997年开始商运，在这短短的十馀年间以飞快的速度发展。已成为海峡两岸经济成长的重要关键因素之一。大陆“海峡两岸通信产业交流协会”与“台湾电信产业发展协会”又于2010年04月，正式签署双边合作备忘录，这将为海峡两岸电信产业开启了相互开放与合作的契机。然而，海峡两岸移动通信产业要如何掌握此契机进行产业优势互补与合作发展呢?截至目前显少有关海峡两岸移动通信市场的研究，过去大都仅就大陆或台湾各自移动通信产业发展进行评价，显然难为海峡两岸移动通信产业的发展提供足够的论述。故认为尚有两方面的问题值得研究，一个是对海峡两岸移动通信产业的总体环境评价，另一个是对海峡两岸移动通信产业的规制政策等。以利将来合作时之策略参考依据。故本文以海峡两岸移动通信产业为研究对象，并以“基于SCP的海峡两岸移动通信产业比较研究”为研究主题。基于上述，在综述相关国内外文献后，本文借助哈佛学派E.S.Mason及其J.Bain、G.Stigler等学者所阐扬的(Structure Conduct Performance;S-C-P)理论为基础，对两岸移动通信产业的市场结构、厂商行为与厂商绩效等组成为本研究的重要分析框架，并用Malmquist全要素生产率指数客观评价海峡两岸移动通信产业的经营效率。最后提出海峡两岸移动通信产业的合作发展策略。通过上述研究，本文得出的主要结论与创新点如下：在市场结构的研究中分别以市场集中度、产品差异化、进入壁垒进行分析。首先在市场结构的测度上本文采用绝对集中法中的产业集中度系数(CRn)及赫氏指数(HHI)为衡量方法，对海峡两岸移动通信的市场结构进行测度，进而证明大陆与台湾移动通信产业市场结构分别均有较高的垄断性。台湾总体通信市场竞争程度则大于大陆。然而较高的集中度，将容易造成垄断及资源分配效率。其次，在产品差异化分析认为，运营商所提供的商品及服务相似，如移动通信服务、简讯（短信）服务，无线上网（流量）、月租型或预付型资费等都差异不大。但各运营商的市场份额差异明显，进而证实，先进入市场的运营商已得到消费者的偏好优势。最后分析得知，海峡两岸移动通信产业的发展均由政府政策直接管控(包括：运营家数、运营范围及频率等)有明显的政策进入壁垒。在厂商行为的研究中分别以价格行为与非价格行为进行分析。首先在订价行为研究中得知，海峡两岸移动通信产业的订价行为均受于通信指导单位建议与管控（包括：资费与费率、促销补贴等等）因此厂商在有限的空间内进行有关订价行为。由于通信产业所提供的服务差异性不大，因此较弱势的运营商干脆直接进入“价格战”，将资费调整为网内互打不用钱，或网外半价优惠资费等方案，以吸引消费者。其次在非价格行为部份：运营商无不在品牌广告策略上塑造企业良好形象、在3G增值业务服务策略上创新增值应用、在营销渠道整合策略上，整合了上、中、下游的营销体系等，以提升自己的竞争力。在厂商绩效的研究中分别以财务指标（利润率）及效率指标两部份进行分析。首先获利能力面的观点来评价其绩效表现，，进而证明其绩效排序由中国移动与台湾大哥大并列第一，其次是中华电信，再次是远传电信，再次次是中国电信，再其次是中国联通。另在效率上应用资料包络分析法及Malmquist全要素生产率指数进行分析，进而证明大陆移动通信业组的技术水准落差比率明显低于台湾移动通信业组，表明大陆移动通信业组普遍存在着管理效率较低；大陆移动通信业组在全要素生产率表现来看，呈现逐渐改善的态势，主要因素是纯技术效率进步所带来的贡献。而台湾移动通信业组则有逐步衰退迹象，其主要问题根源来自于技术效率及规模效率的下降。本文的创新之处：一、对海峡两岸移动通信产业进行比较分析研究，建立了一个海峡两岸移动通信产业分析的理论框架，突破以往学者仅局限于当地，显少跨海峡两岸移动通信产业市场的研究。二、透过哈佛学派E.S.Mason及其J.Bain、G.Stigler等学者所阐扬的(Structure Conduct Performance;S-C-P)理论作为研究基础，并采用绝对集中法中的产业集中度系数(CRn)及赫氏指数(HHI)为方法，对海峡两岸移动通信的市场结构进行测度，并得到了理论的支撑。三、透过Metafrontier思想并采用了资料包络分析法(Data Envelopment Analysis，DEA)及Malmquist全要素生产率指数客观评价了海峡两岸移动通信产业在不同的生产技术下的经营效率。
[Abstract]:The mobile communications industry began to carry business in 1997 and developed rapidly in the short ten years. It has become one of the key factors for the economic growth of the two sides of the Taiwan Straits. The mainland "cross-strait communication industry association" and the Taiwan Telecommunications Industry Development Association (Association for the development of telecommunications industry) have signed bilateral cooperation memorandums in 04 months in 2010. It will open the opportunity for mutual opening and cooperation between the two sides of the Taiwan Straits telecommunications industry. However, how should the cross straits mobile communications industry grasp this opportunity to carry out the complementary and cooperative development of industrial advantages? As of now, there is little research on the mobile communication market between the two sides of the Taiwan Straits. It is obviously difficult to provide enough discussion for the development of the cross-strait mobile communications industry. Therefore, there are two problems worth studying. One is the overall environmental assessment of the mobile communications industry on both sides of the Taiwan Straits, and the other is the regulation policy on the mobile communications industry across the Straits. Therefore, this paper takes the mobile communication industry across the Taiwan Strait as the research object, and takes the "SCP based comparative study of mobile communication industry across the Taiwan Strait" as the research topic.
On the basis of the above, after reviewing the relevant domestic and foreign literature, this paper, based on the (Structure Conduct Performance; S-C-P) theory of the Harvard School E.S.Mason and its J.Bain, G.Stigler and other scholars, makes an important analysis framework for the market structure of the cross straits mobile communication industry, the behavior of the manufacturers and the performance of the factory merchants, and uses Malm. The Quist total factor productivity index objectively evaluated the operating efficiency of the mobile communications industry on both sides of the Taiwan Straits. Finally, the strategy of cooperation and development between the two sides of the mobile communications industry on both sides of the Taiwan Straits was put forward.
Through the above research, the main conclusions and innovations of this paper are as follows:
In the study of market structure, the market concentration, product differentiation and entry barriers are analyzed. First, in the measurement of market structure, the industrial concentration coefficient (CRn) and the Hertz index (HHI) in the absolute concentration method are used to measure the market structure of the cross-strait mobile communication, and then the mainland and the mainland are proved. The market structure of Taiwan mobile communication industry has high monopoly. The competition degree of the overall communication market in Taiwan is greater than that of the mainland. However, the high degree of concentration will easily lead to monopoly and resource allocation efficiency. Secondly, in the analysis of product differentiation, the business products and services provided by the operators are similar, such as mobile communication services, and brief news. Short message) service, wireless internet access (traffic), monthly rent type or prepaid type of tariff are not very different. However, the market share difference between the operators is obvious, which confirms that the advanced market operators have gained the preference advantage of the consumers. There are obvious policy barriers to entry.
In the study of firm behavior, the price behavior and non price behavior are analyzed. First, in the study of the pricing behavior, the pricing behavior of the cross straits mobile communications industry is subject to the advice and control of the communication guidance unit (including: tariff and fee rate, promotion subsidy, etc.) so the manufacturer carries out the relevant pricing in the limited space. Because of the little difference in the service provided by the communications industry, the weaker operators simply enter the "price war", adjust the cost to the net, or the outside price preferential tariff, in order to attract consumers. Secondly, in the non price behavior part, the operators create the enterprise in the brand advertising strategy. The good image of the industry is to innovate the value-added application on the 3G value-added service strategy and integrate the upper, middle and downstream marketing systems in the marketing channel integration strategy to improve its competitiveness.
In the study of the performance of the manufacturer, the two parts of the financial index (profit rate) and efficiency index are analyzed respectively. First of all, the performance performance is evaluated by the viewpoint of profitability surface, and then it is proved that the performance ranking is ranked first by China Mobile and Taiwan Da Ge Da, followed by China Telecom, the second is tele telecommunications, and the second is the China Telecom. The second is China Unicom. On the other hand, data envelopment analysis (DEA) and Malmquist total factor productivity index (TFP) are used in efficiency to prove that the technical level drop ratio of the continental mobile communication group is obviously lower than that of the Taiwan mobile communication group, which indicates that the continental mobile communication group is generally low in management efficiency; In terms of total factor productivity performance, the main factor is the contribution of pure technical efficiency, while the Taiwan Mobile Communications Group has signs of gradual decline. The main source of the problem is the decline in technical efficiency and scale efficiency.
The innovation of this article: first, a comparative analysis of the cross-strait mobile communications industry, a theoretical framework for the analysis of the cross straits mobile communications industry has been set up to break through the study of the previous scholars only limited to the local and across the cross-strait mobile communications industry market. Two, through the Harvard School E.S.Mason and its J.Bain, G.Stigler The theory of (Structure Conduct Performance; S-C-P) as the basis of research, and the method of industrial concentration coefficient (CRn) and Hirsch index (HHI) in absolute concentration method, is used to measure the market structure of the cross-strait mobile communication, and get the support of the theory. Three, the information of Metafrontier is used and the information is adopted. The Data Envelopment Analysis (DEA) and the Malmquist total factor productivity index objectively evaluate the operating efficiency of the mobile communications industry on the two sides of the Taiwan Straits under different production technologies.

【学位授予单位】：南开大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：F626

【参考文献】