中国白酒行业上市公司非理性广告行为及其绩效研究

发布时间：2018-01-15 21:12

本文关键词：中国白酒行业上市公司非理性广告行为及其绩效研究　出处：《上海师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来白酒行业增长速度过快，各白酒企业更是趋向于广告营销，广告投入占各白酒企亚的利润额较大，白酒行业广告投入一直居高不下，同时白酒行业产能过剩的风险系数不断增加，加上最近三公消费的限制、“塑化剂”事件的影响，经过了八年的黄金发展期，白酒行业渐渐回归于正常状态，即长期均衡，而目前白酒行业进入调整阶段。各白酒企业的广告投入额度较大，这就引出了各白酒企业的决策者广告投入的行为是否是合乎理性的问题》影响决策的非理性因素有很多，羊群行为是其一种，羊群广告的行为是市场参与者在信息环境不确定的情况下，其广告决策行为会受到行业内其他企业选择行为的影响，没有做好前景预期或者忽略自己己有的信息，而模仿他人决策的行为。羊群行为的存在使得有限资源利用低下，导致决策的无效率性。本文欲通过对羊群行为的研究来推断企业广告投入决策行为的非理性。从企业层次出发，对广告行为给企业带来的效应进行分析。本文首先对相关概念进行解释，并且综述国内外关于羊群行为和广告投入的相关研究成果。其次，，论述我国白酒行业的现状、白酒行业的发展趋势，以及广告在白酒行业竞争中的作用。同时，对广告行为进行理论分析，从理论上论证广告投入非理性行为的存在。运用将基金羊群行为模型引入对白酒行业广告投入是否理性进行一个定量的分析。通过构建回归模型，研究广告行为在非理性的情况下对不同绩效指标的影响程度，从而验证理论假设。最后，分析实证结果，并结合当前中国白酒行业发展的特点提出可能的原因，提出相应的政策建议，为利益相关者提供了一定的参考和决策依据。
[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.

【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F713.8

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