房地产企业广告行为对经营绩效的影响研究

发布时间：2018-06-28 19:07

本文选题：房地产企业 + 广告　；参考：《华东师范大学》2010年硕士论文

【摘要】： 自从我国城镇住房制度改革以来,房地产行业取得了前所未有的发展,俨然成为国民经济的重要产业之一,对拉动国民经济的发展和促进人民生活水平的提高,做出了巨大的贡献。与此同时,房地产广告也空前繁荣,房地产企业纷纷将广告作为提高经营绩效和企业竞争力的重要手段。但是,大量的广告投入是否有效果呢,本文旨在研究房地产企业的广告行为对经营绩效的影响,以探讨房地产行业巨额广告投入的有效性和必要性所在。本文研究了房地产广告和企业经营绩效评价理论,概述了房地产企业广告行为,并在理论研究的基础上,从房地产行业广告投放的角度,以2008年沪深两市的73家样本房地产企业为研究对象,通过建立计量经济模型,采用回归分析和聚类分析等方法,采用理论研究与实证研究相结合、定性分析和定量分析互为补充的方式,研究房地产企业广告行为与经营绩效的关系,并得出一定的研究结论。本文共分为五章,主要内容如下：第一章,绪论,论述本文研究背景、研究目的和意义、文献简述以及文章结构安排。其中,文献简述中,简要介绍了目前对广告诉求、广告销售效果评价和房地产企业经营绩效评价的相关研究成果,并简要评论。第二章,广告和企业经营绩效的理论研究,主要阐述了产业组织学领域中对广告和策略性行为的相关理论,介绍了常用的广告销售效果评价方法,并对相关理论研究做了简要评价。其中,产业组织学领域中对广告和策略性行为的相关理论,包括多夫曼-斯坦纳条件,广告与市场结构的关系,广告的福利效应以及广告对营造产品差异化的影响等。广告销售效果的评价方法,则包括广告费用指标、广告效益指标、广告弹性指标、市场竞争力指标、广告效果指数、相关系数和盈亏平衡点法等。第三章,概述了房地产开发企业广告行为,包括房地产广告定义及基本属性划分,房地产广告的作用,房地产广告投放现状以及房地产广告行为构成要素等。房地产广告属性划分的角度有：产品特征、投放媒介和广告目的等。房地产广告的作用包括：①提供房地产信息；②促进购买；③增强房地产产品差异化；④提升企业品牌形象。房地产广告投放目前存在的特点有：①区域性明显；②多选择能够后反复阅读的媒体；③投放量巨大；④表现方式多样化。房地产广告的构成要素包括：投放媒介、投放强度、投放频率、投放时点和广告内容等。第四章,建立计量经济模型,定量分析研究房地产广告对企业经营绩效的影响。包括模型设计、数据来源说明、假说以及对实证结果的分析等。在实证分析的基础上,建立了房地产企业的广告-销售模型,对于房地产企业的广告决策,具有一定的参考意义。第五章,在以上定性和定量研究的基础上,提出本文的研究结论：(1)房地产市场行情越差,房地产企业广告投入越多,但大量广告投入,对企业经营绩效的提高,几乎没有效果。(2)房地产行业广告存在过剩,造成了一定社会资源的浪费。(3)在房地产市场萧条期,单个房地产企业适量的广告投入即使没有促进利润的提高,也仍有其积极意义。另外,本章还指明了本文的创新之处和不足之处,为后续研究提供方向。
[Abstract]:Since the reform of the urban housing system in China, the real estate industry has made unprecedented development. It has become one of the important industries in the national economy. It has made great contributions to the development of the national economy and the improvement of the people's living standard. At the same time, the real estate advertising is also unprecedentedly prosperous, and the real estate enterprises are going to be widely used. It is an important means to improve the performance and competitiveness of the business. However, whether a large number of advertising inputs have effect, this paper aims to study the effect of advertising behavior on the performance of the real estate companies in order to explore the effectiveness and necessity of the huge investment in the real estate industry.
This paper studies the theory of real estate advertising and enterprise management performance evaluation, summarizes the advertising behavior of real estate enterprises, and on the basis of theoretical research, from the angle of advertising in the real estate industry, taking the 73 sample real estate enterprises in two cities and Shanghai and Shenzhen in 2008 as the research object, through the establishment of econometric model, the regression analysis and clustering are adopted. Analysis and other methods, using the combination of theoretical research and empirical research, qualitative analysis and quantitative analysis to complement each other, study the relationship between the advertising behavior of real estate enterprises and the performance of business, and get some research conclusions.
This article is divided into five chapters. The main contents are as follows:
The first chapter, the introduction, discusses the background of this study, the purpose and significance of the research, the description of the literature and the arrangement of the structure of the article. In the literature brief, it briefly introduces the results of the related research on advertising appeal, the effect evaluation of advertising sales and the performance evaluation of real estate enterprises, and briefly reviews the results.
The second chapter, the theoretical study of advertising and business performance, mainly expounds the related theories of advertising and strategic behavior in the field of industrial histology, introduces the commonly used methods for evaluating the effect of advertising sales, and gives a brief evaluation of the related theoretical research. On the basis of the multi fman Steiner condition, the relationship between advertising and market structure, the welfare effect of advertising and the effect of advertising on the differentiation of products. The evaluation methods of advertising sales effect include the advertising cost index, the advertising efficiency index, the advertising flexibility index, the market competitiveness index, the advertising effect index, the correlation coefficient and the profit and loss. Equilibrium point method, etc.
The third chapter outlines the advertising behavior of real estate development enterprises, including the definition and basic property division of real estate advertising, the role of real estate advertising, the status of real estate advertising and the elements of real estate advertising. The property of real estate advertising is divided into the characteristics of product, the media and advertising purposes. The functions include: (1) providing real estate information; (2) promoting purchase; (3) enhancing the differentiation of real estate products; (4) improving the brand image of the enterprise. The existing characteristics of the real estate advertising are: (1) obvious regional; (2) the selection of the media that can be read again and again; (3) the large amount of delivery; (4) the diversification of the performance and the wide range of real estate. The elements of the announcement include: putting in the media, putting in intensity, putting in frequency, putting in time and advertising content, etc.
In the fourth chapter, we set up a econometric model to quantitatively analyze the impact of real estate advertising on business performance. It includes model design, data source description, hypothesis and analysis of empirical results. On the basis of empirical analysis, the advertising sales model of real estate enterprises is established. Reference significance.
The fifth chapter, on the basis of the above qualitative and quantitative research, put forward the conclusions of this paper: (1) the worse the real estate market, the more advertising investment in real estate enterprises, but a large number of advertising investment, the improvement of business performance almost has no effect. (2) there is a surplus of real estate advertising, resulting in a certain waste of social resources. (3) In the depression period of the real estate market, the proper amount of advertising input from a single real estate enterprise still has its positive significance even if it does not promote the increase of profit. In addition, this chapter also points out the innovation and shortcomings of this article, and provides the direction for the follow-up research.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F293.3;F713.8;F224

【引证文献】