目录1引言..........................................................................................................................................................22文献综述.................................................................................................................................................22.1国外文献...............................................................................................................................................22.2国内文献...............................................................................................................................................32.2文献评价...............................................................................................................................................33理论分析与研究假设..............................................................................................................................44研究设计..................................................................................................................................................54.1样本与数据来源...................................................................................................................................54.2模型设定与变量定义...........................................................................................................................65实证分析..................................................................................................................................................75.1描述性统计...........................................................................................................................................75.2相关性分析...........................................................................................................................................75.3回归结果与分析...................................................................................................................................86结论.......................................................................................................................................................10参考文献..................................................................................................................................................11致谢..........................................................................................................................................................131广告支出、行业竞争与公司绩效摘要：企业提高绩效的战略一般分为成本领先战略和差异化战略，而企业实施差异化战略时，广告则是必不可少的一种手段，可以打造企业的核心竞争力。本文以2017-2019年沪深A股上市公司为样本，分析广告支出，行业竞争和业务绩效之间的关系。研究结果表明：广告费用对公司的业绩有积极影响；行业竞争对公司业绩产生积极影响；由于行业集中度较低，因此行业竞争起了重要的监管作用，这意味着行业倾向于具有自由竞争，并具有在公司绩效中促进广告宣传的能力。关键词：广告支出；行业竞争；公司绩效Advertisingexpenditure，industrycompetitionandcorporateperformanceAbstract：Generallyspeaking,thestrategiestoimprovetheperformanceofenterprisesaredividedintocostleadershipstrategyanddifferentiationstrategy.Whenenterprisesimplementdifferentiationstrategy,advertisingisanindispensablemeanstobuildthecorecompetitivenessofenterprises.ThispapertakesA-sharelistedcompaniesinShanghaiandS...
