本文選題：白酒行業(yè)　切入點(diǎn)：市場(chǎng)集中度　出處：《華中農(nóng)業(yè)大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：白酒行業(yè)的發(fā)展不光能夠緩解就業(yè)壓力,還可以帶動(dòng)農(nóng)業(yè)、機(jī)械制造業(yè)等有關(guān)產(chǎn)業(yè)的發(fā)展,受到了政府的高度重視。白酒行業(yè)的利潤(rùn)豐厚,吸引了大量企業(yè)涌入,資金和技術(shù)的準(zhǔn)入門(mén)檻不高導(dǎo)致行業(yè)內(nèi)企業(yè)數(shù)量眾多,產(chǎn)品質(zhì)量良莠不齊,市場(chǎng)秩序混亂。國(guó)家提出加大整合白酒市場(chǎng)秩序的力度,力求通過(guò)合理限度的提高市場(chǎng)集中度來(lái)改善市場(chǎng)結(jié)構(gòu)。政府還對(duì)白酒產(chǎn)品價(jià)格進(jìn)行了嚴(yán)格的控制,企業(yè)間非價(jià)格策略競(jìng)爭(zhēng)加劇,廣告行為受到了白酒企業(yè)的高度重視。白酒企業(yè)面臨著市場(chǎng)結(jié)構(gòu)調(diào)整和廣告競(jìng)爭(zhēng)劇烈的局面,在這種復(fù)雜且競(jìng)爭(zhēng)激烈的市場(chǎng)環(huán)境中,政府實(shí)施科學(xué)性的調(diào)控舉措,企業(yè)選擇合適的宣傳策略,才能使得白酒市場(chǎng)維持良性競(jìng)爭(zhēng),企業(yè)獲得競(jìng)爭(zhēng)優(yōu)勢(shì)。因此,研究我國(guó)白酒市場(chǎng)集中度、廣告對(duì)企業(yè)績(jī)效的影響具有現(xiàn)實(shí)意義。市場(chǎng)集中度反應(yīng)了白酒企業(yè)面臨的競(jìng)爭(zhēng)環(huán)境,是決定企業(yè)績(jī)效的重要因素,通常政府會(huì)利用政策手段盡可能營(yíng)造出科學(xué)合理的競(jìng)爭(zhēng)環(huán)境。企業(yè)則須要選擇適當(dāng)?shù)母?jìng)爭(zhēng)策略來(lái)提高企業(yè)績(jī)效,在白酒行業(yè)里,廣告策略是企業(yè)最普遍采用的競(jìng)爭(zhēng)手段。因此,從外部環(huán)境和內(nèi)部因素,白酒企業(yè)績(jī)效受到市場(chǎng)集中度和廣告行為兩方面的影響。本文選取2008-2015年白酒行業(yè)以及12家白酒上市公司的相關(guān)數(shù)據(jù)做實(shí)證分析,這12家企業(yè)年利潤(rùn)總和占白酒行業(yè)總利潤(rùn)的比重均達(dá)到50%以上,因此,這12家白酒上市公司是可以反映白酒產(chǎn)業(yè)市場(chǎng)結(jié)構(gòu)狀況的。利用Eviews6.0軟件進(jìn)行數(shù)據(jù)分析,研究白酒市場(chǎng)集中度、廣告密度對(duì)企業(yè)績(jī)效的影響,以期來(lái)為相關(guān)結(jié)構(gòu)調(diào)整政策提供理論參考依據(jù),為白酒企業(yè)的廣告競(jìng)爭(zhēng)策略提供指導(dǎo)作用。通過(guò)實(shí)證分析研究的結(jié)果表明:白酒市場(chǎng)競(jìng)爭(zhēng)局面屬于壟斷競(jìng)爭(zhēng)型。市場(chǎng)集中度不高,產(chǎn)品具有差異性,行業(yè)進(jìn)入壁壘低;白酒企業(yè)近年來(lái)對(duì)廣告宣傳費(fèi)用的投入金額巨大,給企業(yè)發(fā)展帶來(lái)了一定的壓力,企業(yè)綜合績(jī)效表現(xiàn)為下降趨勢(shì)。從白酒市場(chǎng)集中度、廣告密度對(duì)企業(yè)績(jī)效的影響的回歸分析看來(lái),白酒市場(chǎng)集中度對(duì)企業(yè)績(jī)效有正向促進(jìn)作用,通過(guò)政策鼓勵(lì)兼并重組等方式適度提高集中度可以提高利潤(rùn);廣告密度和企業(yè)績(jī)效呈現(xiàn)負(fù)相關(guān)關(guān)系,過(guò)多的廣告投放達(dá)到宣傳品牌形象的同時(shí)也會(huì)使的績(jī)效受到負(fù)面的沖擊;白酒企業(yè)應(yīng)該注意合理把握廣告費(fèi)用和銷(xiāo)售額的比例,科學(xué)掌握最優(yōu)廣告密度的指導(dǎo)作用,合理調(diào)整企業(yè)廣告投入水平。
[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.
【學(xué)位授予單位】：華中農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F426.82;F713.8

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