我国广告泛滥的原因及影响

发布时间：2018-03-14 03:29

本文选题：囚徒困境　切入点：委托代理问题　出处：《东北财经大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着我国改革开放三十多年经济的快速发展,广告产业也随着经济的增长迅猛发展,广告行业经历了从无到有、从小到大的发展过程。中国的广告行业形成了产业化规模之后,相应的价值链也已经形成,这在中国的产业组织理论分析中是很具有研究价值的,尤其是当前我国广告中普遍存在的广告泛滥的问题。很多广告诱使消费者去购买他们根本不太需要的产品,进而误导消费者做出最优的购买决策。新古典经济学派代表人物马歇尔认为,广告,特别是诱导性广告,只不过是把某种产品的消费需求从一个品牌转移到了另一个品牌上而己,并不能增加社会的总需求,广告投入本身就是一种社会资源的浪费。本文认为了适度的广告能够扩大内需,促进经济的增长；而过度的广告投放将会造成资源配置的扭曲,造成资源浪费的观点。本文首先论述了在微观层面上广告商投放广告可以增加消费者对其产品的需求,从而增加企业的销售量,对广告能够树立品牌形象增加其产品的市场份额起到积极作用。然后用科斯提出的“交易费用”的概念从经济学的角度解释了垄断竞争厂商和寡头厂商广告存在的必然性。企业广告投放一方面可以使消费者了解该产品并增加企业的知名度,减少投入大量的人力物力与消费者进行沟通使其购买该产品的成本；另一方面,由于广告投放具有外部性,正如马歇尔所言企业投放广告之后增加的销售额是以减少同行业竞争者的产品市场份额为代价的,所以其他竞争者为了减少这种外部性对其销售额带来的损失,通过谈判或者是诉诸法律是不能凑效的,唯一有效的办法就是也投入广告来夺回自己失去的市场份额。某一行业企业之间竞争的激烈程度决定了该行业广告投放的规模的大小,科斯认为竞争程度越高交易费用越低,反之竞争程度越低交易费用越高,如果市场是完全竞争的,那么厂商不需要投放任何广告,相反在寡头市场,寡头厂商为了增加自己的销售额扩大自己的市场份额,就会竞相投放广告来达到垄断整个市场的目的,这种情况下的广告投放规模就会很大。本文又通过博弈论的有关原理分析了寡头市场会出现广告投放过度的原因。假设存在两个没有合谋的寡头企业,根据古诺模型,每个寡头厂商都是根据对方的决策来调整自己的产量,以使自己利润达到最大化。每个厂商的决策变量一个是产量,另一个是广告投放额。两厂商之间博弈的纳什均衡结果使其处于囚徒困境状态：两厂商都投放广告,但是其利润要小于两厂商都不投放广告时的情况。从整个社会的福利角度看,处于囚徒困境时的均衡结果的产量要小于寡头厂商都不投放广告时的情况,进而推出两厂商投放广告时的市场均衡量要大于广告的最适投放量。因此减少了消费者的福利水平,所以寡头企业通过广告这种非价格竞争给社会造成的损失不仅仅是广告投放额。本文又介绍了我国电视台的“事业单位,企业化管理”的经营模式,在这种模式下会出现委托-代理问题。我国电视台这种“事业单位企业化管理”的经营模式就会导致电视台违背了政府和公众的意愿,以电视台的利润最大化为动机来进行经营,这就出现了“委托-代理”问题,这就使广告在供给方出现泛滥提供了一个天然的土壤。寡头厂商通过投放广告来垄断市场的行为属于“寻租”行为,能够造成社会资源配置的扭曲。首先,厂商投放大量的广告造成了资源浪费,使产品生产成本上升,减少了消费者剩余；然后寡头厂商通过投放广告之后对某一产品占有了大部分的市场份额形成了垄断之后,凭借其形成规模经济的优势就会失去技术创新的动力并且降低了生产效率,这也就是寻租理论中垄断所造成的社会福利净损失；其次寡头厂商的投放广告的这种寻租竞争会阻碍能够提高生产率促进经济增长的技术竞争；最后广告的大量投放对新进入的企业造成了进入壁垒,新兴企业要想打入市场就需要投入大量的广告来吸引消费者的注意,因此弱化了市场上的竞争。最后本文提出了一些政策建议。
[Abstract]:With the rapid development of economy in thirty years of China's reform and opening up, the advertising industry also along with the growth of the economy rapid development, the advertising industry has experienced from scratch, from small to large development process. After the China advertising industry formed the scale of industrialization, the value chain has been formed, is very valuable in the Chinese industry the theory of organizations, especially the current prevalence of advertisement problem. Many advertising to induce consumers to buy the products they don't need too, and mislead consumers make the optimal purchase decision. The new classical economic school representative Marshall believes that advertising, especially by advertising, is only a consumer demand for products from one brand to another brand and that does not increase the total social demand, this is a body of advertising It's a waste of social resources. This paper thinks that moderate advertising can expand domestic demand and promote economic growth, and excessive advertising will lead to distortion of resource allocation and waste of resources.
This paper discusses on the micro level advertisers advertising can increase consumer demand for its products, thereby increasing sales of enterprises, positive effects on brand image advertising can increase the market share of the product. And then use the concept of Coase proposed the "transaction cost" to explain the inevitability of the existence of monopolistic competition and oligopoly manufacturers manufacturers of advertising from the perspective of economics. On the one hand, corporate advertising can make consumers understand the product and increase the visibility of the enterprise, reduce a lot of manpower and material resources to communicate with consumers to buy the product cost; on the other hand, because advertising has externality, as Marshall said after business advertising increase sales is to reduce the competitors in the same industry in the product market share at the expense of other competitors, so in order to reduce the Department of sales for its losses, through negotiations or recourse to the law is not valid, the only effective way is also put ads to regain their lost market share. The competition between a certain industries and enterprises of the industry decide the size of advertising, Kos believes that the higher degree of competition the transaction cost is low, and the degree of competition in the lower transaction cost is higher, if the market is completely competitive, so manufacturers do not need to put any advertising, instead in the oligopoly market, oligopoly to increase sales expansion of its own market share, will compete in advertising to monopolize the whole market, in this case the size of advertising will be great. This article through the relevant principle of the game theory analysis of the oligopoly market will appear excessive advertising reasons. Without assuming the existence of two The collusion oligopoly enterprises, according to the Cournot model, each oligopoly is to adjust their production according to the other side of the decision, in order to make their own profit maximization. Each firm decision variable is a production, another is the amount of advertising. Nash equilibrium of the game between the two manufacturers in the state of prisoner's dilemma two manufacturers of advertising, but its profit is less than two manufacturers are not advertising situation. From the whole social welfare perspective, in the prisoner's dilemma when the equilibrium results yield less than the oligopoly firms do not put advertising situation, which launched the two manufacturers market equilibrium amount of advertising the optimal investment is greater than the advertising volume. Thus reducing the welfare of consumers, so firms through advertising the non price competition, the loss to society is not only the ads in this paper. It introduces the institution of our country television "enterprise management" management mode, in this mode will appear under the principal-agent problem. China's TV this "enterprise management" mode of operation will lead to television against the government and the public's willingness to TV profits as a motivation to carry out business, which appeared in the "principal-agent" problem, which makes the advertisement on the supply side appears to provide a natural soil flooding. Oligopoly belongs to "Rent-seeking" by advertising to monopolize the market behavior, can cause distortions in the allocation of social resources. First, put a large number of manufacturers advertising caused the waste of resources, production costs rise, reducing the consumer surplus; then after oligopoly through advertising of a product occupy most of the market share form a ridge After the break, by virtue of its power to form the advantage of scale economy will lose its technological innovation and reduce the production efficiency, this is the net loss of social welfare caused by monopoly rent-seeking theory; the rent-seeking competition advertising by oligopoly will hinder technological competition can increase productivity to promote economic growth; finally put a lot of advertising the new firms created barriers to entry, new enterprises to enter the market requires a lot of advertisements to attract the attention of consumers, thus weakening the competition in the market. Finally, this paper puts forward some policy suggestions.

【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.8

【参考文献】