我国白酒行业市场集中度、广告密度对绩效影响的实证研究

发布时间：2018-03-07 13:37

本文选题：白酒行业　切入点：市场集中度　出处：《华中农业大学》2017年硕士论文　论文类型：学位论文

【摘要】：白酒行业的发展不光能够缓解就业压力,还可以带动农业、机械制造业等有关产业的发展,受到了政府的高度重视。白酒行业的利润丰厚,吸引了大量企业涌入,资金和技术的准入门槛不高导致行业内企业数量众多,产品质量良莠不齐,市场秩序混乱。国家提出加大整合白酒市场秩序的力度,力求通过合理限度的提高市场集中度来改善市场结构。政府还对白酒产品价格进行了严格的控制,企业间非价格策略竞争加剧,广告行为受到了白酒企业的高度重视。白酒企业面临着市场结构调整和广告竞争剧烈的局面,在这种复杂且竞争激烈的市场环境中,政府实施科学性的调控举措,企业选择合适的宣传策略,才能使得白酒市场维持良性竞争,企业获得竞争优势。因此,研究我国白酒市场集中度、广告对企业绩效的影响具有现实意义。市场集中度反应了白酒企业面临的竞争环境,是决定企业绩效的重要因素,通常政府会利用政策手段尽可能营造出科学合理的竞争环境。企业则须要选择适当的竞争策略来提高企业绩效,在白酒行业里,广告策略是企业最普遍采用的竞争手段。因此,从外部环境和内部因素,白酒企业绩效受到市场集中度和广告行为两方面的影响。本文选取2008-2015年白酒行业以及12家白酒上市公司的相关数据做实证分析,这12家企业年利润总和占白酒行业总利润的比重均达到50%以上,因此,这12家白酒上市公司是可以反映白酒产业市场结构状况的。利用Eviews6.0软件进行数据分析,研究白酒市场集中度、广告密度对企业绩效的影响,以期来为相关结构调整政策提供理论参考依据,为白酒企业的广告竞争策略提供指导作用。通过实证分析研究的结果表明:白酒市场竞争局面属于垄断竞争型。市场集中度不高,产品具有差异性,行业进入壁垒低;白酒企业近年来对广告宣传费用的投入金额巨大,给企业发展带来了一定的压力,企业综合绩效表现为下降趋势。从白酒市场集中度、广告密度对企业绩效的影响的回归分析看来,白酒市场集中度对企业绩效有正向促进作用,通过政策鼓励兼并重组等方式适度提高集中度可以提高利润;广告密度和企业绩效呈现负相关关系,过多的广告投放达到宣传品牌形象的同时也会使的绩效受到负面的冲击;白酒企业应该注意合理把握广告费用和销售额的比例,科学掌握最优广告密度的指导作用,合理调整企业广告投入水平。
[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.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F713.8

【参考文献】