a竞争性广告行为研究——以中国国产轿车市场为例

上海交通大学硕士学位论文基于质量、价格的竞争性广告行为研究——以中国国产轿车市场为例姓名：彭欣申请学位级别：硕士专业：西方经济学指导教师：管毅平20081201III——,12345123IVVTheSalesandCompetitiveEffectsofAdvertisingPracticesInChinaDomesticCarMarketABSTRACTThoughChina’sadvertisingindustryhasbeendevelopedbyleapsandbounds,therelevanttheoreticalworkhaslaggedbehind.Theautomobileindustry,asapillarindustryofnationaleconomy,isadirectreflectionofcomprehensiveeconomicstrengthaswellasscientificandtechnologicalinnovationstrengthofanationoraregion.Theadvertisingvolumeinautomobileindustryarerankedinthetopten,whiletheadvertisingvolumeofsedanmarketintheautomotiveindustryaccountedformostofthetotalamount.Therefore,thetheoreticalandempiricalstudiesonChina’sdomesticsedanindustryhavesometheoreticalandpracticalsignificance.Thispaperisgoingtostudythesalesandcompetitiveeffectsofadvertisingshareofsedanmanufacturer,whiletakingaccountofthequalityandpricecharacteristicsofeachbrandofthemanufacturers.TheauthorholdsthatChina’sdomesticsedanmarkethasthefollowingimportantfeatures:(1)Advertisementmaysendsomekindofproductinformation,whichthusreducesconsumer’ssearchingcosts;(2)Consumerheterogeneity;(3)Consumersareseekingtomaximizetheirprofit,andperformance-priceratioistheirpriorconcern;(4)Theproductsthatmanufacturesprovidedarealsowithheterogeneity,whilesomearetellingthefactintheiradvertisement,othersmayexaggerateintheirs;(5)Manufacturersneedtoadjusttheir(price-advertising)marketingmixtoachievetheirprofitmaximization.Takingaccountoftheaboveconsiderations,thispaperisgoingtobuildaqualitybasedadvertising-pricesignalmodel,investigateempiricallytheChina’ssedanmarket,andVIanswerthefollowingquestions:(1)Howdoesadvertisingsendqualitysignaltoinfluenceconsumers,andtherebyinfluencethedemandandmarketshare?(2)Howshouldmanufacturerswithdifferentproductfeaturesmakeprice-advertisingdecisioninordertoachieveprofitmaximization?(3)Howisstatus-quoinChina’sdomesticsedanmarket?Theconclusionsareasfollows.Firstofall,therearehigh-qualityandlow-qualitymanufacturersinthedomesticsedanmarket,andthemanufacturersmayadvertisetochangetheutilityfunctionofconsumersandthereforeinfluencethemarketdemand;however,theadvertisingmaybetrueorexaggerated.Whenamanufacturesincreasesitsadvertisinginput,moreconsumerswillbemoreinclinedtoclassifyitashigh-qualitysedanmanufacturer,asaresult,ariseinadvertisingwillbringanincreaseinsales.Secondly,inordertodistinguishfromlow-qualitysedanmanufacturers,high-qualitysedanmanufacturersmaylowerpricesandincreaseitsinvestmentinadvertisingaslongasdon’tgetlose,whichtherebywillestablishahigherreputationandmaketheimitationmuchharder.Finally,fromtheempiricalresults,wemayfindthat,China’sdomesticsedanmarketisseriouslypolarizedanditsmarketcompetitiondegreeiscomparativelylowerthanthatofBritainandtheUnitedStates;however,fromlong-termperspective,China’smarketcompetitiondegreeisgraduallycatchingupwiththelatertwo.Keywords:AdvertisingShare,MarketShare,Quality-PriceDisparity,SignalingModel,EmpiricalStudyIII□□“√”11.1Nelson197011Nelson(1970)21.21.2.1197919832.340.039%0.2271993134.090.388%11.314200310800.92%78.26%1983-2003461.54GDP23.596.92[4]19811“”200310001078.6820051416.35[2],,2006727.97721.60,27.32%25.3%;20071000,[16]GDP1000GDP30002001200538.2%37.7%37.1%37.7%36.7%47.7%46.2%45.6%47.2%45.5%20016859.620051049320012366.420053254.9[15]1-12001312004200123.4%200738.2%201049.6%[6]010020030040050060070080020012002200320042005200620072008e1-1Fig.1-1ThesalesinChina’sautomarket2002200577.1%16.9%25.3%18.9%34.5%[3]200637.2%[3]220071-81,SUVMPV2,.2007,,2008(2):62-63429.7%“”200668%66%[3]“”2006210[4],,,,,,51.2.2[5]“”“”Kaldor1950Butters1977Stigler19616--72.1Lewis1898“AIDA”Attention——Interest——Desire——ActionSinghDalal1999VakratsasAmbler1999“”“”Kaldor,19508Braithwaite1928Kaldor12/KaldorBraithwaite1928p.28“…”12Stigler196112“”92.211-2[5]1-2Fig.1-2Theeffectsofadvertisingondemand2CowlingRayner1967abcd()DP'()DP0P2P1P1Q2Q0Q10eretentionrateClarke1973p.3550.430λ=90%390.468AssmusFarleyLehmann198469Leone1995p.G1482.2.1SAAS∂∂01SAββ=+Lambin19760011,exp()SInAXββββ−=+01,0,01SeXXβββ=11BassParsons1969Lambin1976S1.4S-1001exp(),,0SAββββ=−10InSAββ=−12Aβ=SGompertz32101ASβββββ−−=2.2.2-SAAS∂∂[18]/Chamberlin1933pp.118-120121-3SFig.1-3TheS-shaperelationbetweenadvertisingandsales12“”“”1AssmusFarleyLehmann1984Nichols1998p.420.6350.7850.113retentionrateClarke1976SeldonDoroodian1989Leone1995“”Leone1995692.2.3Chamberlin1933,pp.133-36ChamberlinChamberlin121(sensitivities)13ChamberlinUUKaldor1950“”Simon19651960Telser1962“”SimonArndt1980CoamnorWilson1980SimonArndt19831SLittle1979S2.3Chamberlin1933'/()APCASPε−=/AAADDε=14DorfmanSteiner1954APkAPDεε=APDAεPεkButters1977GrossmanShapiro1984ButtersRogerson1988BagwellRamey1994aRogerson1988BagwellRamey1994a2Telser1964p.542TremblayTremblay19951McNivenTeflon2Benham(1972)Cady(1976)15Nelsonetal19922.4Nelson1974KirmaniWright1989Kirmani19901997U“”--Nelson1974bLandesRosenfield1994CompuStat1982198641716Nichols1998Milgrom-Roberts1986Nelson1974b2.51980199619971997[5]19982005200720042005CR17-Cowlng-CubbinCowlingCubbin1976183.1Nelson19701974Stigler1961Overgaard1991B