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研究生:王鈺雄
研究生(外文):Yu-Shiung Wang
論文名稱:跨國企業以廣告塑造品牌炫耀性之經濟分析
論文名稱(外文):An Economic Analysis of Advertisement on Status Goods by Multinational Corporation
指導教授:楊維娟楊維娟引用關係
指導教授(外文):Wei-Chuan Yang
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士班
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:2006
畢業學年度:94
語文別:中文
中文關鍵詞:品牌外部性說服性廣告福利分析
外文關鍵詞:externality of brandpersuasive advertisingwelfare analysis
相關次數:
  • 被引用被引用:5
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  • 下載下載:290
  • 收藏至我的研究室書目清單書目收藏:5
品牌塑造已是許多行銷人員的主要工作重點,而廣告正是塑造品牌的主要工具之一。現有探討廣告經濟效果的文獻中,多將廣告區分為說服性及訊息性等兩種類型,不論何者,卻少有文獻觸及廣告可塑造品牌,品牌又可帶來炫燿性,因品牌炫燿性具外部效果,且此外部性可能為正(如品牌引起風潮,使炫燿性大增)或為負(如精品限量銷售),故本文以廣告塑造品牌炫燿性,重新探討廣告之經濟效果:「廣告對產品市場及對社會福利的影響,並分析利潤極大化下之廣告水準是否為最適。」
本文參考Grossman and Shapiro(1988)、Leibenstein(1950)等文,建構理論模型,加入廣告量、品牌炫燿性兩變項。得到以下結果:1.極大化利潤下,廣告對銷售量的影響方向不確定:品牌炫燿性之正外部效果愈強,則廣告對產量的正效果愈強;消費者對品牌評價愈一致,則廣告愈可能使銷售量下降;炫燿性愈強,則廣告愈能增加銷售量。2.廣告之福利效果不確定:在產品總銷售量不變的情況下,若廣告能使品牌產品銷售量增加愈多,則對社會福利的正向影響愈大;消費者對炫燿性的評價愈一致,廣告的福利效果愈弱。3.當炫燿性的正外部性愈大時,極大化利潤下之廣告量相對最適水準過大;反之亦然。
The brand molding is already a prime task for many marketing sells personnel, moreover the advertisement is one of main tools for brand molding. It can be discriminated two types: the ability of persuading and the ability of messaging from existing literature in which discussing about the economic effect of advertisement. No matter which type, there are few literatures do talk about the advertisement will possibly mold the brand and bring conspicuousness. Because the brand conspicuousness has an exterior effect and it may be positive (e.g. brand may lead a wave and raise a conspicuousness) or negative (e.g. limited quantity of selling). Therefore this thesis focus on the advertisement may create the conspicuousness of brand, and re-discusses the economic effect of advertisement: “The influence of advertisement upon the product market and the social welfare as well as to analyze whether the advertisement standard is most suitable under the profit maximization.”
This thesis refers to Grossman and Shapiro(1988), Leibenstein(1950), and so on to construct the theoretical model, in addition, plus two variables: the advertisement quantity and the brand conspicuousness. We obtain following result: 1. Under profit maximization, the influencing direction of advertisement is indefinite to the sales volume: The stronger positive exterior effect of brand conspicuousness, the stronger positive effect of advertisement to the output; if the evaluation of consumers is more identical, then the advertisement is more possible decreasing the sales; if the conspicuousness is more stronger, then the advertisement may increase the sales. 2. The welfare effect of advertisement is uncertainty: Under the invariable situation of total sales volume, if the advertisement can increase the brand product sales, then the positive influence of social welfare will become bigger; if the conspicuousness appraisal of consumers is more consistent, the welfare effect of advertisement will be weaker. 3. When the positive exterior effect of conspicuousness is bigger, under profit maximization, the relatively most suitable standard of advertisement quantity is oversized than it under social welfare maximization, and vice versa.
封面內頁
簽名頁
授權書..................................iii
中文摘要.................................iv
英文摘要.................................v
誌謝....................................vii
目錄....................................ix
圖目錄..................................xi
表目錄..................................xii

第一章 緒論
第一節 研究動機與背景.....................1
第二節 研究目的..........................4
第三節 研究範圍及限制.....................4
第四節 研究架構..........................5
第二章 文獻探討
第一節 廣告定義..........................6
第二節 廣告之經濟意涵.....................8
第三章 研究模型.........................15
第四章 研究分析
第一節 模型求解..........................18
第二節 廣告對產品市場之影響................19
第三節 福利效果分析.......................21
第五章 結論與建議........................26
參考文獻.................................27
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Grossman M. and Shapiro(1984). Informative Advertising with Differentiated Products. Review of Economic Studies, 51, 63-81.
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Leibenstein, H., (1950). Bandwagon, snob and Veblen effects in the theory of consumers demand. The Quarterly Journal of Economics 65, 183-207.
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Pigou A. C.(1920). The Economics of Welfare. First Edition.
Piga and Claudio A. G. (1998). A Dynamic Model of Advertising and Product Differentiation. Review of Industrial Organization, 13, 509-22.
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Telser, Lester G. (1964). Advertising and Competitionh. Journal of Political Economy, 72, 537-562.
Tirole, J. (1988). The Theory of Industrial Organization. Cambridge Mass, MIT Press.
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