本文選題：白酒行業(yè)　切入點：市場集中度　出處：《華中農(nóng)業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：白酒行業(yè)的發(fā)展不光能夠緩解就業(yè)壓力,還可以帶動農(nóng)業(yè)、機(jī)械制造業(yè)等有關(guān)產(chǎn)業(yè)的發(fā)展,受到了政府的高度重視。白酒行業(yè)的利潤豐厚,吸引了大量企業(yè)涌入,資金和技術(shù)的準(zhǔn)入門檻不高導(dǎo)致行業(yè)內(nèi)企業(yè)數(shù)量眾多,產(chǎn)品質(zhì)量良莠不齊,市場秩序混亂。國家提出加大整合白酒市場秩序的力度,力求通過合理限度的提高市場集中度來改善市場結(jié)構(gòu)。政府還對白酒產(chǎn)品價格進(jìn)行了嚴(yán)格的控制,企業(yè)間非價格策略競爭加劇,廣告行為受到了白酒企業(yè)的高度重視。白酒企業(yè)面臨著市場結(jié)構(gòu)調(diào)整和廣告競爭劇烈的局面,在這種復(fù)雜且競爭激烈的市場環(huán)境中,政府實施科學(xué)性的調(diào)控舉措,企業(yè)選擇合適的宣傳策略,才能使得白酒市場維持良性競爭,企業(yè)獲得競爭優(yōu)勢。因此,研究我國白酒市場集中度、廣告對企業(yè)績效的影響具有現(xiàn)實意義。市場集中度反應(yīng)了白酒企業(yè)面臨的競爭環(huán)境,是決定企業(yè)績效的重要因素,通常政府會利用政策手段盡可能營造出科學(xué)合理的競爭環(huán)境。企業(yè)則須要選擇適當(dāng)?shù)母偁幉呗詠硖岣咂髽I(yè)績效,在白酒行業(yè)里,廣告策略是企業(yè)最普遍采用的競爭手段。因此,從外部環(huán)境和內(nèi)部因素,白酒企業(yè)績效受到市場集中度和廣告行為兩方面的影響。本文選取2008-2015年白酒行業(yè)以及12家白酒上市公司的相關(guān)數(shù)據(jù)做實證分析,這12家企業(yè)年利潤總和占白酒行業(yè)總利潤的比重均達(dá)到50%以上,因此,這12家白酒上市公司是可以反映白酒產(chǎn)業(yè)市場結(jié)構(gòu)狀況的。利用Eviews6.0軟件進(jìn)行數(shù)據(jù)分析,研究白酒市場集中度、廣告密度對企業(yè)績效的影響,以期來為相關(guān)結(jié)構(gòu)調(diào)整政策提供理論參考依據(jù),為白酒企業(yè)的廣告競爭策略提供指導(dǎo)作用。通過實證分析研究的結(jié)果表明:白酒市場競爭局面屬于壟斷競爭型。市場集中度不高,產(chǎn)品具有差異性,行業(yè)進(jìn)入壁壘低;白酒企業(yè)近年來對廣告宣傳費用的投入金額巨大,給企業(yè)發(fā)展帶來了一定的壓力,企業(yè)綜合績效表現(xiàn)為下降趨勢。從白酒市場集中度、廣告密度對企業(yè)績效的影響的回歸分析看來,白酒市場集中度對企業(yè)績效有正向促進(jìn)作用,通過政策鼓勵兼并重組等方式適度提高集中度可以提高利潤;廣告密度和企業(yè)績效呈現(xiàn)負(fù)相關(guān)關(guān)系,過多的廣告投放達(dá)到宣傳品牌形象的同時也會使的績效受到負(fù)面的沖擊;白酒企業(yè)應(yīng)該注意合理把握廣告費用和銷售額的比例,科學(xué)掌握最優(yōu)廣告密度的指導(dǎo)作用,合理調(diào)整企業(yè)廣告投入水平。
[Abstract]:The development of the liquor industry can not only relieve the pressure of employment, but also promote the development of related industries such as agriculture, machinery manufacturing and so on, which has been highly valued by the government. The rich profits of the liquor industry have attracted the influx of a large number of enterprises. The low entry threshold for capital and technology leads to a large number of enterprises in the industry, the quality of products is intermingled and the market order is chaotic. The state has proposed to strengthen the integration of liquor market order. The government has also strictly controlled the price of liquor products, and the non-price strategy competition among enterprises has intensified. The advertising behavior is highly valued by liquor enterprises. Liquor enterprises are faced with the situation of market structure adjustment and fierce advertising competition. In this complicated and competitive market environment, the government carries out scientific regulation and control measures. Only when the enterprise chooses the appropriate propaganda strategy, can the liquor market maintain healthy competition and the enterprises gain the competitive advantage. Therefore, the concentration of liquor market in China is studied. The influence of advertising on enterprise performance is of practical significance. Market concentration reflects the competitive environment faced by liquor enterprises and is an important factor in determining enterprise performance. Usually, the government will make use of policy measures to create a scientific and reasonable competitive environment. Enterprises need to choose appropriate competition strategies to improve their performance. In the liquor industry, advertising strategy is the most commonly used competitive means. From the external environment and internal factors, the performance of liquor enterprises is affected by market concentration and advertising behavior. This paper selects the relevant data of liquor industry and 12 listed liquor companies from 2008 to 2015 for empirical analysis. The total annual profits of these 12 enterprises account for more than 50% of the total profits of the liquor industry. Therefore, the 12 listed liquor companies can reflect the market structure of the liquor industry. This paper studies the influence of liquor market concentration and advertising density on enterprise performance in order to provide theoretical reference for related structural adjustment policies. The results of empirical analysis show that the market competition of liquor belongs to monopoly competition, the market concentration is not high, the products are different, and the barriers to entry are low. In recent years, liquor enterprises have invested huge amount of money in advertising and publicity costs, which has brought certain pressure to the development of enterprises, and the overall performance of liquor enterprises has shown a downward trend. The regression analysis of the effect of advertising density on enterprise performance shows that liquor market concentration has a positive effect on enterprise performance. There is a negative correlation between advertising density and enterprise performance, too much advertising to promote the brand image will also make the performance of the negative impact, liquor enterprises should pay attention to reasonable control of advertising costs and sales of the proportion, Scientific understanding of the optimal advertising density guidance, reasonable adjustment of the level of enterprise advertising investment.
【學(xué)位授予單位】：華中農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.82;F713.8

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