本文關鍵詞：中國白酒行業(yè)上市公司非理性廣告行為及其績效研究　出處：《上海師范大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： 白灑行業(yè) 廣告投入 非理性行為

【摘要】：近年來白酒行業(yè)增長速度過快，各白酒企業(yè)更是趨向于廣告營銷，廣告投入占各白酒企亞的利潤額較大，白酒行業(yè)廣告投入一直居高不下，同時白酒行業(yè)產能過剩的風險系數(shù)不斷增加，加上最近三公消費的限制、“塑化劑”事件的影響，經過了八年的黃金發(fā)展期，白酒行業(yè)漸漸回歸于正常狀態(tài)，即長期均衡，而目前白酒行業(yè)進入調整階段。各白酒企業(yè)的廣告投入額度較大，這就引出了各白酒企業(yè)的決策者廣告投入的行為是否是合乎理性的問題》 影響決策的非理性因素有很多，羊群行為是其一種，羊群廣告的行為是市場參與者在信息環(huán)境不確定的情況下，其廣告決策行為會受到行業(yè)內其他企業(yè)選擇行為的影響，沒有做好前景預期或者忽略自己己有的信息，而模仿他人決策的行為。羊群行為的存在使得有限資源利用低下，導致決策的無效率性。本文欲通過對羊群行為的研究來推斷企業(yè)廣告投入決策行為的非理性。從企業(yè)層次出發(fā)，對廣告行為給企業(yè)帶來的效應進行分析。 本文首先對相關概念進行解釋，并且綜述國內外關于羊群行為和廣告投入的相關研究成果。其次，，論述我國白酒行業(yè)的現(xiàn)狀、白酒行業(yè)的發(fā)展趨勢，以及廣告在白酒行業(yè)競爭中的作用。同時，對廣告行為進行理論分析，從理論上論證廣告投入非理性行為的存在。運用將基金羊群行為模型引入對白酒行業(yè)廣告投入是否理性進行一個定量的分析。通過構建回歸模型，研究廣告行為在非理性的情況下對不同績效指標的影響程度，從而驗證理論假設。最后，分析實證結果，并結合當前中國白酒行業(yè)發(fā)展的特點提出可能的原因，提出相應的政策建議，為利益相關者提供了一定的參考和決策依據(jù)。
[Abstract]:In recent years, the liquor industry grew too fast, the liquor companies tend to be advertising, advertising investment for each sub liquor enterprises profit is large, the liquor industry advertising investment has been high, and the risk coefficient of liquor industry overcapacity continues to increase, coupled with the recent Official business expenses limit, "the impact" event. After eight years of the golden period of development, the liquor industry gradually return to normal state, namely the long-term equilibrium, and the liquor industry entered a period of adjustment. The liquor business advertising investment amount is large, which leads to the liquor business decision-makers advertising investment behavior is rational problem.
There are many irrational factors affecting the decision-making, herd behavior is a kind of herd behavior is advertising, market participants in the information environment under the condition of uncertainty, the advertising decision-making behavior will be affected by the behavior choice of other enterprises in the industry, did not do a good job prospects or ignored their information, and imitate others decision there is herding behavior. Making use of limited resources is low, leading to invalid decision. The paper aims to study on herd behavior to infer the advertisement investment decision-making behavior of non rational. Starting from the enterprise level, analyze the effect of advertising behavior brings to the enterprise.
This paper first explains the relevant concepts, and review on the domestic and foreign related research results of herding behavior and advertising investment. Secondly, discusses the status quo of China's liquor industry, the development trend of the liquor industry, and the role of advertising in the liquor industry in the competition. At the same time, a theoretical analysis of advertising behavior, advertising investment irrational argument behavior exists in theory. The herd behavior of funds by introducing the model of investment analysis is a rational quantitative advertising liquor industry. Based on the regression model, study the influence of advertising behavior of different performance indicators in the irrational situation, in order to verify the hypothesis. Finally, the empirical analysis results, combined with the the characteristics of the current development of China liquor industry put forward the possible reasons, put forward the corresponding policy recommendations, provide a reference and decision-making basis for the stakeholders.

【學位授予單位】：上海師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.82;F713.8

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