【作者】 蒋雪湘；

【导师】 胡振华；

【作者基本信息】 中南大学 ， 管理科学与工程， 2010， 博士

【摘要】 自21世纪以来, IT业、通信业、出版业、传媒业等产业间的边界不断模糊和收缩,产业间的交叉业务越来越普遍,产业融合已经成为一种趋势。产业融合环境下,我国图书出版产业的市场结构、市场行为和市场绩效都发生了改变。市场主体增多,市场集中发生互逆效应,既加剧了竞争,又促进了垄断；新技术、新媒体产品的出现为消费者提供了多样化的选择,长尾需求曲线的出现推动市场行为转向范围经济；产业融合环境下的网络外部性、梅特卡夫定律引起产业链价值变迁,内容资源成为增值价值环节；产业融合突破资源产业边界,提高共有资源利用率,节约成本,促进有效竞争,推动产业创新和产业结构升级。从总体上考察,我国图书出版产业发展还存在种种问题：我国图书出版产业集中度低,产品结构单一,过度依赖教材教辅；市场形成森严的行政进入壁垒和地区条块分割；出版社长期享受计划经济下的垄断利润,市场行为同质化,缺乏市场竞争意识。本研究主要针对我国图书出版产业发展过程中所存在的问题,运用产业组织理论和其他经济管理理论,全面系统地研究我国图书出版产业组织现状以及合理化目标模式,结合产业融合环境下产业经济发展特点,探讨实现合理化目标的途径和方式,建立有效市场竞争结构,推进产业融合发展,满足人们个性化文化消费需求,使我国图书出版产业组织趋向合理化,提高产业绩效水平,促进该产业在产业融合环境下健康、持续、快速发展。本文对我国图书出版产业的市场结构、市场行为和市场绩效现状进行了分析,得出以下结论：我国图书出版产业整体产业集中度低,市场分散、条块分割、呈原子型结构,教材图书出版集中度高,呈高垄断结构；产品结构不均衡,教材教辅“一枝独大”,同质化现象严重；市场行政进入壁垒高,资产需要量构成一定的经济壁垒。电子图书的掠夺性定价降低了传统图书的收入需求弹性,图书出版市场上以价格战来争夺销售码洋和市场份额；教材市场上呈现非合作竞争策略特征,形成刚性进入壁垒；我国图书出版市场行为主要为组织调整行为,从1999年开始进行集团化改革,这一行为提高了我国图书出版产业集中度,但没有改变原子型市场结构,而且集团化改革中还存在市场动力不足、地区并购行政壁垒尚未打破、公司治理结构不完善等问题。我国图书出版市场存在政府交叉补贴、买卖书号、刚性进入壁垒,因此我国图书出版产业资源配置效率低,不能满足读者的阅读需求；由于出版企业一直是粗放型管理,因此生产技术和管理水平不高,存在X非效率；教材出版市场呈现规模经济,但我国图书出版市场规模结构无效率；通过对我国图书出版市场结构、行为和绩效的实证分析,发现该产业存在“相对市场力量”假说,X效率、规模结构效率和市场绩效存在显著正相关关系,实现产业规模结构效率和X效率能促进市场绩效的改善。在以上分析的基础上,本文通过与国外图书出版产业发达国家的产业组织特点进行比较分析,并结合产业融合环境特点,运用因子分析方法构建了产业融合环境下产业组织合理化评价指标,提出了适合我国图书出版产业组织合理化目标模式：建立“寡头主导、大-中-小”结合的寡头垄断市场结构,促进有效竞争,既有规模经济,又有竞争活力；提高产业融合度,促进融合发展；进行个性化需求生产,为人们提供多样化文化消费选择。本文在确定我国图书出版产业组织合理化目标模式的基础上,结合产业融合环境下产业经济运行规律,有重点地探讨了如何推进我国图书出版产业组织趋向合理化的方式和实施途径。主要有：深化我国出版体制改革,培育真正意义上的市场竞争主体；建立科学的组织管理制度,提高企业X效率；重构增值价值链“内容集中平台”,搭建模块化的生产网络；实施差异化竞争策略,满足消费者个性化需求；推进教材市场的并购、打造教材出版龙头企业,通过推进资本化运营、组建“国际传媒巨鳄”,以建立有效竞争市场结构,实现“寡头主导、大-中-小”结合的产业组织合理化目标。最后,本文提出了我国图书出版产业组织趋向合理化的调整方向以及具体政策建议：促进有效竞争,提升产业自组织能力；纠偏政府行为的“合成谬误”,改革教材采购模式；激励创新人才、提高创意性竞争力,促进文化传承；放松产业管制,增进产业融合,使我国图书出版产业发展更壮大、更繁荣。更多还原

【Abstract】 Industry convergence has been a trend since 21st century, the boarders shrinking between IT industry, telecom industry, media industry, press industry etc., the overlaps between industries happening more and more often. The market structure, market conduction and market performance of Chinese book publishing industry have changed under the Background of Industry Convergence. Increase in market participators and the contrary effect of market concentration which not only intensify the competition, but also accelerate monopolization. The emergence of new technology and new product provide various choices. Long-tail demand law makes the conduction turn into scope economy. Network externality and Metcalfe’s law induce the transition of value of industry chain, and the content resources become the added value. Industry convergence break through the industry boarder, improve the efficiency of resource utilization, reduce cost, promote the effective competition, innovation and upgrade of industry structure.The development of the book publishing industry still has all sorts of questions. Mainly as follows:industrial concentration degree is low, the production structure is single which depends on the textbooks and teaching-aid books, this market forms the stern administration barrier and regional market disperses, the publishing houses has gained the monopoly profit for a long time, the market conduction has consubstantial trend, the market participators lack the competition consciousness.According to the industry organization theory and other economics and management theories, this paper has analyzed the current situation of industry organization of book publishing development in our country comprehensively and systematically, researches the rational target model under the background of industry convergence. This paper has put forward that the rational organization of Chinese book publishing industry will be achieved through establishing effective competition market structure, pushing the development of industry convergence, and satisfying the individual culture consumption demand, which can promote this industry developing healthily, steadily and rapidly.Firstly, this paper has analyzed the current situation of market structure, market conduct and market performance. This research has drawn the conclusion as follows. The market segment of our country disperse, the industry concentration degree is low just like atom structure. But the concentration degree of textbooks market is high as monopoly structure. The product structure is unbalanced that the textbooks and teaching-aid books hold a majority of market share. The entry barrier the market is high, and the assets requirement is made of economic barrier to some extent. The predatory pricing of the e-book decrease the income elasticity demand, resulting in price fight for market share. The non-cooperative competition in the textbook market forms high rigid entry barrier. The main market conduct is organization adjustment of collectivization reform began from 1999, which increase the market concentration but still can’t change the atom market structure. There exist some problems in the reform just as the market motive power is insufficient, the region administration barrier of merger and acquisition has not been broken, corporate governance is not yet perfect. The cross-subsidization of government, the sale of book number and rigid entry barrier lead to the low efficient of resource allocation, and the reading demand can’t be satisfied. X-inefficiency in publishing houses is caused by the extensive management, the low level of operating and management. There is scale economy but no scale efficiency in textbook market. In this paper, we test the structure-performance relationship of Chinese book publishing industry based on data from 2004 to 2006 including the top-ten book publishing enterprises in China. We find evidence to support the "Relative Market Power Hypothesis" and no evidence to support the "Efficient Structure Hypothesis". Nevertheless, there is a significant positive correlation between market performance and X-efficiency, scale structure efficiency, that is to say, if we increase the X-efficiency and scale structure efficiency, the market performance can be improved.Based on the captioned analysis, through comparing with the industry organization characteristic of the western book publishing developed country, combining the characteristic of industry convergence, this paper has conduct a comprehensive evaluation and analysis to establish evaluation index of industry organization rationalization under the background of industry convergence. And it has proposed rational target model which should have the characteristics as follows:(1) the market structure of "oligopoly dominated, large-middle-small scale coexisted" can promote effective competition in which the industry will achieve scale economy and market activity; (2) the industry convergence degree is high; (3) production depend on individual demand for providing various culture consumption choice.Then combining with the industry economic laws under the background of industry convergence, this paper has discussed the approaches how to reach the rational target model with emphasis. The approaches includes deepening publishing system reform, cultivating the real market participators, establishing scientific management system, enhance X-efficiency, rebuilding the added value chain-"the concentrated platform of content", putting up modularization production network, practicing differentiation strategy, pushing forward the merge and acquisition in textbook market to set up leading enterprises, establishing international media tycoons by capital operating.At last, this paper has analyzed the industry organization policy of Chinese book publishing industry. The adjustment direction should be to promote effective competition so that the self-organizing ability will be increased, to rectify the fallacy of composition of government, to reform the purchase mode of textbook, to enhance creative capability and inherit culture by incentive measures for innovative talents, and to less industry control to improve industry convergence. As will bring a greater advance and bigger prosperous in book publishing industry in our county.更多还原