台灣地區製造業市場集中度、廣告密集度與利潤率關係之探討

Concentration, Advertising Intensity and Profitability in Taiwan Manufacturing Industries

10.6295/TAMJ.2004.0402.05

林靜儀(Ching-Yi Lin)

市場集中度 ； 廣告密集度 ； 利潤率 ； 聯立方程式 ； Industry concentration ； Advertising intensity ； Profitability ； Simultaneous equation

台灣管理學刊

4卷2期（2004 / 08 / 01）

203 - 224

繁體中文

本文以台灣地區的249種四位數字製造業為對象，建立聯立方程式，探討集中度、廣告密集度與利潤率的因果關係(causal relations)，以前述三者為內生變數，並以影響此三項內生變數的相關變數作為外生變數，包括進口比率、出口比率、最小效率規模、市場需求量、產品銷售成長率、資本密集度、勞動密集度、產品屬性與市場離散程度等九項。主要的研究結果發現：廣告密集度與利潤率兩者存在雙向的因果關係；市場集中度對廣告密集度呈現“倒U字型”的效果，但廣告密集度對集中度並無顯著效果；利潤率對於集中度則為負向的顯著影響。

This paper examines the SCP (structure-conduct-performance) framework on the relationships among concentration, advertising intensity and profitability in Taiwan manufacturing industries. Simultaneous equations models are used to measure the relationships of these variables for a sample of 249 four-digit industries in 1996. Advertising intensity is found to significantly influence profitability, and we also find that profitability responds positively and significantly to advertising. A significant relationship also does exist between advertising intensity and concentration, the results indicate an inverted U-shape (quadratic) relationship between advertising intensity and concentration. Concentration has no impact on profitability, but profitability has a significantly negative impact on concentration.

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