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    Please use this identifier to cite or link to this item: http://chur.chu.edu.tw/handle/987654321/28860


    Title: 市場集中度、廣告密集度與利潤率關聯之研究-以台灣地區零售業為例
    Authors: 鄧瑞兆
    Teng, Ruey-Jaw
    Contributors: 企業管理學系
    Business Administration
    Keywords: 零售業;市場集中度;廣告密集度;利潤率;反饋效果
    Date: 2007
    Issue Date: 2014-06-27 00:11:03 (UTC+8)
    Abstract: 本研究採用產業經濟學中的「結構－行為－績效」(Structure-Conduct-
    Performance, S-C-P)理論架構，研究民國九十年台灣地區零售業，共14個3碼小類產業（由49個4碼細類產業組成）資料。依據文獻挑選市場集中度、廣告密集度與利潤率三條聯立方程式之變數，並採兩階段最小平方法(two-stage least-squares method,2SLS)來估計實證模型。
    根據實證結果發現以下結論：市場集中度與廣告密集度間具有反饋效果，且皆為正向影響。市場集中度由廣告密集度與研發比
    Appears in Collections:[Department of Business Administration] Seminar Papers

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