【作者】 吴永新；

【导师】 薛声家；

【作者基本信息】 暨南大学 ， 企业管理， 2006， 博士

【摘要】 本文采用理论分析与定量实证研究相结合的方法，对企业广告运作多方面的决策问题进行了综合探讨，主要包括企业广告投入规模决策，对广告代理公司的选择，对广告投放媒体的选择，对广告效果的科学评价，以及广告监管体制对企业广告运作的影响和企业公益广告宣传等多个方面的问题。 本文的主要工作在对广告投入规模决策的研究，检验了企业的特征因素对于企业广告投入规模和广告费用增长情况的影响，认为企业的产业类型、规模和发展阶段对企业的广告投入规模影响不显著，企业的性质类型和广告运作部门的类型对企业广告投入规模和广告费用增长情况产生影响。采用最优尺度回归方法得到了关于企业广告费用规模类型和增长情况的回归模型，结果表明，企业类型、竞争对手广告投入和广告运作部门三个因素是决定企业广告费用规模的最重要的因素，而企业销售计划、企业类型、企业开拓市场计划三个因素是决定企业广告费用增长情况的最重要的因素。 论文对于企业对广告代理公司和广告投放媒体的选择决策，以及广告效果的评价等方面，都进行了一些新的探讨，并提出了一些新的方法和模型，还进行了检验。论文总结了我国广告监管体制的特点以及对企业广告宣传的影响。最后分析了企业采用公益广告宣传的特点、前景和对策。 本文结合理论分析和实证研究方法，对企业广告运作众多环节的决策问题进行了探讨，不仅具有一定的理论价值，对企业的实际决策工作也具有重要的参考作用。更多还原

【Abstract】 This paper focuses on the comprehensive studies on the decision -making problems of many sides with the corporates’ advertising operations, applying the theoretical analysis and empirical research methods, it mainly includes the advertising intensity and its increasing, the selecting and supervising of advertising agency, the selecting of ad media, the appraising of the advertising results, and the influence on the corporates’ advertising operations from the government’ s advertising administration, and the applying of public service advertising in the corporates’ advertising operations, and so on.The major research work is the analysis of advertising intensity, the effects of the corporates’ characteristics on the advertising intensity and the increase of the advertising expenses are tested, prove that there are no significant influences between the corporates’ industry types, scales, the development phases and the advertising intensity, so do with the increase of the advertising expenses; but there are significant influences between the corporates’ property types, and the types of advertising operation departments and the the advertising intensity and the increase of the advertising expenses. Two models of the the advertising intensity and the increase of the advertising expenses are conducted with the optimal scaling method. It concludes that the the corporates’ property types, the competitors’ advertising expenses and and the types of advertising operation departments are the most important factors which influences the corporates’ advertising intensity, and the corporates’ selling plans, the the corporates’ property types and the corporates’ market exploitation plans are the most important factors which influences the increase of the advertising expenses.The author also analyses the decisionmaking problems in the choices of advertising agencies and advertising media and the evaluation of the更多还原