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以往对报业市场绩效的研究基本是采用SCP分析框架,并结合传统的测度指标对绩效进行研究,其研究的视角及获得的结论有较大的局限性。引入DEA的分析方法,在考察利润率等指标后,构造了一个以投入为主导的、多阶段松弛变量计算法的一期C2R模型,通过对31个省(市、区)2005年报业的相关数据测度,得出对我国报业行业利润的两大判断以及四个基本特征。论证了目前中国报业具有行政垄断与市场垄断相结合的混合型垄断特征,行政因素的影响仍然是报业市场绩效集弱的主要因素。
In the past, the research on the performance of the newspaper market basically adopted the SCP analysis framework, combined with the traditional measurement indicators to study the performance, and its research perspective and the conclusions obtained had great limitations. By introducing the analysis method of DEA, after examining the indicators such as profit margin, a C2R model with input-oriented and multi-stage relaxation variable calculation method is constructed. By analyzing the first-period C2R model of 31 provinces (cities, districts) Relevant data measurement, come to two major judgments of China’s newspaper industry profits and four basic characteristics. It is demonstrated that the current newspaper industry in China has the characteristics of a mixed monopoly with the combination of administrative monopoly and market monopoly. The influence of administrative factors is still the main factor in the weak performance of the newspaper market.