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博碩士論文 etd-0609106-232241 詳細資訊
Title page for etd-0609106-232241
論文名稱
Title
市場集中度對廣告存續效益影響之研究
The Effect of Industry Concentration on the Contribution of Changes in Advertising Expenditures
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
98
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2006-06-02
繳交日期
Date of Submission
2006-06-09
關鍵字
Keywords
市場集中度、廣告
Industry Concentration, Advertising
統計
Statistics
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中文摘要
廣告隨著傳播通訊設備的發展與普及一直是行銷策略中的重要工具之一,因此廣告所能帶來的效益不但受到行銷人員的重視亦是過去許多學者欲了解的議題之一。過去許多研究皆指出廣告支出可以為公司增加銷貨、獲利甚至對公司市場價值亦有正面的影響,且廣告支出對公司銷貨、獲利的影響亦不僅止於當期,而是具有一期以上的效益,即具有效益存續性。再者,過去許多學者亦對產業結構如何影響公司績效有許多探討,故在市場集中度對公司績效的影響進行許多實證研究,其研究結果皆顯示市場集中度對公司績效具有正面影響。然而,實際生活中,市場集中度與廣告支出二者對公司績效的影響應非只有個別的效果,市場集中度亦可能對廣告支出的效益產生影響。本研究即欲將焦點著重在探討市場集中度如何影響廣告支出效益。期望透過本研究除能了解廣告支出對公司績效有何影響外,更能深入了解市場集中度在此影響中所扮演之角色。綜合以上,本研究之主要目的為:
1. 廣告支出是否具有存續效益?
2. 市場集中度是否影響廣告存續效益?
實證結果顯示:
1. 廣告支出對營業收入淨額的影響為正且達顯著水準,且此一效益對製造業的影響至少存續5期(年),對零售通路及服務業的影響至少存續6期(年)。顯示廣告效益具有存續性且依產業不同而有所差異。
2. 在製造業中,市場集中度對廣告支出的存續效益具有顯著的正面影響。顯示市場集中度愈高,廣告支出的存續效益亦愈大,但此效果於零售通路及服務業中並未達顯著水準。
Abstract
Advertising has been one of marketing tools for companies for decades. The question of how advertising affects company’s financial performance had also been answered by marketing literatures. But most of the literatures focus on advertising’s direct effect. How the other factors influence advertising’s effect had been researched rarely. The purpose of this article is to understand how the industry concentration influences the contribution of changes in advertising expenditures. The result shows: (1) the effect of advertising on net sales persist five years or more in manufacture, at the same time, six years or more in retail and service industries (2) in manufacture, the industry concentration has positive effect on the contribution of changes in advertising expenditures, the more industry concentration, the more contribution of changes in advertising expenditures.
目次 Table of Contents
目 錄
第一章 緒論………………………………………………………… 1
第一節 研究動機…………………………………………………… 1
第二節 研究目的…………………………………………………… 4
第三節 研究架構…………………………………………………… 5
第二章 文獻探討 …………………………………………………… 7
第一節 廣告支出對公司之影響…………………………………… 9
第二節 市場集中度對公司績效、價值的影響…………………… 19
第三節 廣告支出與市場集中度之關聯性………………………… 25
附錄 廣告支出對公司之影響-子題(2)、(3)…………………… 41
第三章 研究模型…………………………………………………… 48
第一節 研究假說…………………………………………………… 48
第二節 變數定義與實證模型……………………………………… 50
第三節 資料來源與樣本選取……………………………………… 58
第四章 實證結果分析……………………………………………… 60
第一節 敘述性統計………………………………………………… 60
第二節 全部樣本之實證結果分析………………………………… 65
第三節 製造業樣本之實證結果分析……………………………… 69
第四節 零售通路及服務業樣本之實證結果分析………………… 72
第五章 結論與建議………………………………………………… 78
第一節 研究結論…………………………………………………… 78
第二節 研究限制…………………………………………………… 81
第三節 未來研究建議……………………………………………… 82
參考文獻……………………………………………………………… 83
表 次
表2.1 市場力量學派和市場競爭學派對廣告效果之爭論………… 9
表2.2 廣告對公司績效直接影響之文獻整理………………………16
表2.3 市場集中度對公司績效影響之文獻整理……………………22
表2.4 廣告與市場集中度之關聯性-單一方程式模型…………… 33
表2.5 廣告與市場集中度之關聯性-聯立方程式模型…………… 36
表2.6 廣告對市場集中度之影響-近期相關研究………………… 38
表2.7 廣告對公司價值影響之文獻整理…………………………… 45
表2.8 廣告密度與股票報酬之關聯性研究………………………… 47
表3.1 各期廣告支出Pearson 相關檢定……………………………51
表3.2 上市上櫃產業分類…………………………………………… 54
表3.3 實證樣本資料………………………………………………… 59
表4.1 全部樣本之敘述統計值……………………………………… 61
表4.2 製造業樣本之敘述統計值…………………………………… 62
表4.3 零售通路及服務業樣本之敘述統計值……………………… 63
表4.4 全部樣本之實證結果………………………………………… 68
表4.5 製造業樣本之實證結果……………………………………… 71
表4.6 零售通路及服務業樣本之實證結果………………………… 76
表4.7 通路數對零售通路及服務業之廣告效益發揮影響………… 77
圖 次
圖1.1 研究目的……………………………………………………… 4
圖1.2 研究架構……………………………………………………… 6
圖2.1 文獻探討架構………………………………………………… 8
圖2.2 Porter(1976)廣告形成產品差異化的程度…………………11
圖2.3 過去研究與本研究主要著墨之處……………………………40
圖3.1 研究假說………………………………………………………49
圖4.1 年度廣告費……………………………………………………60
圖5.1 實證結果簡述…………………………………………………81
參考文獻 References
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