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研究生:張為詩
研究生(外文):Wei-Shih Chang
論文名稱:相對常數原則在中國媒介消費的驗證
論文名稱(外文):Mass Media Expenditures in China: The Principle of Relative Constancy Examined
指導教授:唐瓔璋唐瓔璋引用關係
指導教授(外文):Edwin Tang
學位類別:碩士
校院名稱:國立交通大學
系所名稱:經營管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:英文
論文頁數:38
中文關鍵詞:相對常數假說媒介經濟廣告消費大眾媒介
外文關鍵詞:PRC (Principle of relative constancy)Media EconomicsAdvertising ExpendituresMass Media
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中國從70年代末期,改革開放以來,不論經濟或政治都遭受到重大的變革演進,而經濟的發展也帶動了媒體的成長以及廣告投資逐年的劇增,這些現象的背後是否存在著某種定律呢?
本篇文章乃是建立在相對常數原則下,針對中國媒介廣告市場的所做的實證分析,以1981年至2003年間不同媒體廣告量與四項總體經濟指標作為分析對象,目的除了檢驗相對常數原則在中國是否受到支持以外,且以統計結果來審視近二十多年來媒體廣告量與國家經濟發展的互動影響。
This study is to test the time-trend and income-share hypotheses in China. Due to the different characters in China’s situation, this article goes beyond the principle of relative constancy (PRC) by testing some new models of advertising expenditures using 1981-2003 Chinese data. Unlike the traditional PRC models, these new models contain additional regressors which are more useful for China and lagged form. In China, GNP is a good predictor of changes in advertising expenditures. GNP can be proven in all mass media and total advertising expenditures. Clearly it is equally important to run regression analysis with individual categories of mass media expenditures as it is with GNP. The fact that lagged advertising expenditures (Adt-1) was found to be good predictor for some of the regressions such as TV and magazine.
Contents i
Figure Contents iii
1. INTRODUCTION 1
1.1 The Principle of Relative Constancy 1
1.2 The Overview in China 2
1.3 After Entering into the WTO 3
1.4 The Purpose of the Research 5
2. LITERATURE REWIEW 6
2.1 Relative Constancy Hypothesis 6
2.2 The Evolution of Economic in China 8
2.3 Introduction to Advertising and Mass Media 10
2.3.1 Advertising 10
2.3.2 Mass Media 10
2.4 Overview of Advertising Industry in China 11
2.4.1 Spending Types Aspect 13
2.4.2 Geographical Aspect 14
2.4.3 Economically-Composed Aspect 15
2.4.4 The Relative Issue of Advertising in China 16
2.5 Overview of Mass Media in China 17
2.5.1 Print Media 18
2.5.2 Radio and Television 18
2.6 Advertising in Consumer’s Market in China 20
2.6.1 Consumer behavior on advertisement in China 20
2.6.2 The relationship between Engel law and mass media spending 21
3. MODEL BUILDING AND HYPOTHESES 23
3.1Original PRC Models 23
3.2Hypotheses 24
3.3Data Collection 25
3.4Data Analysis 26
4. RESULTS 28
4.1 H1 & H2: GNP and Absolute Advertising Spending. 28
H3: Relative Spending Over Time 29
H4: Path-Diverting of Advertising Expenditures in 1992. 29
5. CONCLUSIONS 34
5.1 Discussion 34
5.2 Future Research 34
REFERENCE 36
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