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| 研究生： |
李錡威 Lee, Chi-Wei |
|---|---|
| 論文名稱： |
廣告費及推銷費用對於公司利潤的影響 -以臺灣上市櫃製造業公司為例 The impact of Advertising Expense and Selling Expense to Company’s Profit: Evidence from Listed Manufacturing Companies in Taiwan |
| 指導教授： |
李宜
Lee, Yi |
| 口試委員: |
胡偉民
Hu, Wei-Min 林靜儀 Lin, Ching-Yi |
| 學位類別： |
碩士 Master |
| 系所名稱： |
科技管理學院 - 經濟學系 Department of Economics |
| 論文出版年： | 2022 |
| 畢業學年度： | 110 |
| 語文別： | 中文 |
| 論文頁數： | 30 |
| 中文關鍵詞： | 廣告 、推銷費用 、利潤 、銷售額 、臺灣 、製造業 |
| 外文關鍵詞： | advertising, selling expense, profit, sales revenue, Taiwan, manufacturing sector |
| 相關次數： | 點閱：66 下載：0 |
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本文主要研究臺灣製造業公司在廣告上花費對於稅後資產報酬率和銷售額的影響，與現存文獻多用廣告費進行回歸分析不同處在於，本次嘗試以推銷費用與廣告費進行對比。採用廠商固定效果模型解決內生性問題，研究資料來自臺灣經濟新報，使用2000年到2021年共2,676家公司資料進行分析，主要研究成果是製造業中約莫95%的公司在廣告上花費的增加會與公司稅後資產報酬率與銷售額顯著正向相關，而且效果會因為產業相異、公司規模大小而產生差距。
This paper analyzes the impact of firms' expenditures on advertising on their return of assets (ROA) and sale revenue in Taiwan's manufacturing sector. The Taiwan Economic Journal (TEJ) dataset which includes 2,676 companies during the periods 2000-2021 is used in this study. Unlike most existing papers, this paper not only analyzes the influence of advertising expense but also selling expense on firms’ performance. In order to control the endogeneity problem, a firm fixed effect model is adopted. Our findings indicate that 95% firms' expenditures on advertising have a significantly positive effect on their ROA and sale revenue, and the effect varies across firms with different sizes and by industries.
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