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題名 汽水市場廣告費用與市場占有率關係之研究
作者 陳君實
貢獻者 魏應澤
陳君實
日期 1982
上傳時間 27-Sep-2018 14:11:45 (UTC+8)
參考文獻 參考資料
1. Aaker, D. A. “ADMOD: An Advertising Decision Model” J. M. R. Vol. XII (Feb. 1975), 37-45.
2. Bass. F. K. “A Simultaneous Equation Regression Study of Advertising and Sales of cigarettes” J. M. R. Vol. VI (Aug. 1969), 291-300.
3. Beckwith, N. E. “Multivariate Analysis of Sales Responses of Competing Brands to Advertising” J. M. P. Vol. IX (May 1972), 168-176.
4. Blattberg, R. C., and Jeuland, A. P. “A Micromodeling Approach to Investigate the Advertising-Sales Relationship.” Management Science, Vol. 27. No. 9, (Sep. 1981), 988-1005.
5. Bultez, A. Z., and Naert, P. A. “Does Lag Structure Really Matter in Optimizing Advertising Expenditures?” Management Science, Vol. 25. No. 5. (May 1979), 454-465.
6. Clarke, D. G. “Strategic Advertising planning: Merging Multidimensional Scaling and Econometric Analysis ”. Management Science: Vol. 24. (Dec. 1978), 1687-1699.
7. Clarke, D. G. “Econometric Measurement of the Duration of Advertising Effect on Sales”. J. M. R. Vol. XIII (Nov. 1976), 345-357.
8. Dhrymes, P. J. Distrubuted lags: Problems of Estimation and Formulation. 2nd ed.. Amsterdam : North- Holland, 1981.
9. Givon, M., and Horsky, D. “Market Share Models as Approximators of Aggregated Heterogeneous Brand Choice Behavior” Management Science, Vol. 24. No. 13 (Sep. 1978). 1404-1416.
10. Griliches, I. “Distributed lags: A Survey”. Ecnometric, Vol. 35, No. 1 (Jan, 1967), 16-49.
11. Horsky D. “Market Share Response to Advertising: An Example of Theory Testing”. J. M. R. Vol. XIV (Feb, 1977), 10-20.
12. Horsky D. “An Empirical Analysis of the Optimal Advertising Policy.” Management Science, Vol. 23, No. 10 ( June 1977), 1037-1049.
13. Intriligator, M. D. Econometric Models, Technique, & Applications. 台北：華泰書局，1978.
14. Johansson, J. K., and Redinger, R. “Evaluting Advertising by path Analysis” J. A. R. Vol. 19. No. 1 (Feb,1979), 29-35.
15. Judge G. G., Griffiths, W. E., Hill R. C., and Lee T. C. The Theory and Practice of Econometrics. 台北：雙葉書廊，1980.
16. Koutsoyiannis, A. Theory of Econometrics: An Introductory Exposition of Econometric Methods. 2nd. ed. 台北：環球書局，1977.
17. Lambin, J. J. Advertising, Competition and Market Conduct in oligopoly Over time. Amsterdam: North-Holland, 1976.
18. Little, J. D. C. “Brandaid: A Marketing-Mix Model, PartⅠ: Structure.” Operations Research, Vol. 23. No. 4. (July-August 1975), 628-655.
19. Little. J. D. C. “Brandaid: A Marketing-Mix Model, PartⅡ: Implementation, Calibration, and Case Study.” Operations Research, Vol. 23. No. 4. (July-August 1975), 656-673.
20. Little, J. D. C. “Aggregate Advertising Models: The State of the Art” Operations Research, Vol. 27. No. 4. (July-August 1979), 629-667.
21. Mann, D. H. “Optimal Theoretic Advertising Stock Models: A Generalization Incorparating the Effects of Delayed Response From Promotional Expenditure” Management Science, Vol. 21, No. 7 (March 1975), 823-832.
22. Neter, J., and Wasserman, W. Applied linear Statistical Models : Regression, Analysis of Variance, and Experimental Designs., 台北：華泰書局，1974
23. Parsons, L. J. “An Econometric Analysis of Advertising, Retail Availability, and Sales of New Brand” Management Science, Vol. 20, No. 6 (Feb, 1974), 938-947.
24. Parsons. L. J. “The Product life cycle and Time-Varying Advertising Elasticities.” J. M. R. Vol. 12 (Nov. 1975), 476-480.
25. Parsons, L. J., and Bass, F. M. “Optimal Advertising-Expenditure Implications of a Simultaneous-Equation. . Regression Analysis”. Operations Research, 19 (May-June 1971), 822-831.
26. Parsons, L. J. and Schultz R. L. Marketing Models and Econometric Research, Amsterdam: North-Holland, 1976.
27. Peles, Y. “Rates of Amortization of Advertising Expenditures” Journal of Political Economy, 79 (Sep. Oct. 1971), 1032-1058.
28. Picconi, M. J., Olson, C. L. “Advertising Decision Rules in a Multibrand Environment: Optimal Control Theory and Evidence” J. M. R. Vol. XV (Feb, 1978), 82-92.
29. Pindyck, R. S., and Rubinfeld, D. L. Econometric Models & Economic Forecasts, 2nd ed. 台北：雙葉書廊， 1981
30. Porter, M. E. Interbrand Choice, Strategy, and Bilateral Market Power. Cambridge, Mass.: Havard Uni. Press, 1976.125-134.
31. Prasad, V. K., and Ring. L. W. “Measuring Sales Effects of Some Marketing Mix Variables and Their Interactions” J. M. R. Vol.XIII (Nov, 1976), 391-396.
32. Rao, a. G. Quantitative Theories in Advertising. New York: John Wiley & Sons. 1970.
33. Rao, V. R. “Alternative Econometric Models of Sales-Advertising Relationships” J. M. R. Vol. IX (May 1972), 177-181.
34. Schmalensee, R. The Economics of Advertising. Amsterdam: North-Holland, 1972.
35. Schultz, R. L. “Market Measurement and Planning with a Simultaneous-Equation Model” J. M. R. Vol. XIII (May 1971 ), 153-164.
36. Sexton, Jr. D. E. “A Cluster Analytic Approach to Market Response Functions”. J. M. R., Vol. XI (Feb, 1974), 109-114.
37. Simon, J. L. “The Effect of Advertising on Liquor Brand, Sales” J. M. R. Vol. VI. (Aug. 1969), 301-313.
38. Swinyard, W. R., and Ray, M. L. “Advertising-Selling Interactions: An Attribution Theory Experiment” J.M.R. Vol. XIV(Nov. 1977), 509-516.
39. Weiss, D. L. “Determinants of Market Share” J. M. R. Vol, V (Aug. 1968), 290-295.
描述 碩士
國立政治大學
企業管理研究所
70
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002007591
資料類型 thesis
dc.contributor.advisor 魏應澤
dc.contributor.author (Authors) 陳君實
dc.creator (作者) 陳君實
dc.date (日期) 1982
dc.date.accessioned 27-Sep-2018 14:11:45 (UTC+8)-
dc.date.available 27-Sep-2018 14:11:45 (UTC+8)-
dc.date.issued (上傳時間) 27-Sep-2018 14:11:45 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/120170-
dc.description (描述) 碩士
dc.description (描述) 國立政治大學
dc.description (描述) 企業管理研究所
dc.description (描述) 70
dc.description.tableofcontents 目錄
第一章 前言1
第二章 相關文獻探討7
(一)事前模式(A priori Model) 7
(二)計量經濟模式(Econometric Model)20
第三章 計量經濟在廣告研究之技巧41
(一)聯立方程式41
(二)集結向題41
(三)分配的遲延44
(四)計量經濟的各種估計方式49
第四章 汽水市場的實證研究53
壹、產業介紹53
貳、資料搜集54
叁、一般結構函數與市場行為的假設55
肆、市場占有率模式57
(一)模式的建立57
(二)模式的估計61
(三)模式的檢定與比較70
(四)與累加有限遲延變數的比較72
(五)與乘積有限遲延變數的比較77
(六)與負指數模式的比較81
伍、廣告支出決策模式83
第五章 結論與建議91
dc.format.extent 115 bytes-
dc.format.mimetype text/html-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002007591
dc.title (題名) 汽水市場廣告費用與市場占有率關係之研究
dc.type (資料類型) thesis
dc.relation.reference (參考文獻) 參考資料
1. Aaker, D. A. “ADMOD: An Advertising Decision Model” J. M. R. Vol. XII (Feb. 1975), 37-45.
2. Bass. F. K. “A Simultaneous Equation Regression Study of Advertising and Sales of cigarettes” J. M. R. Vol. VI (Aug. 1969), 291-300.
3. Beckwith, N. E. “Multivariate Analysis of Sales Responses of Competing Brands to Advertising” J. M. P. Vol. IX (May 1972), 168-176.
4. Blattberg, R. C., and Jeuland, A. P. “A Micromodeling Approach to Investigate the Advertising-Sales Relationship.” Management Science, Vol. 27. No. 9, (Sep. 1981), 988-1005.
5. Bultez, A. Z., and Naert, P. A. “Does Lag Structure Really Matter in Optimizing Advertising Expenditures?” Management Science, Vol. 25. No. 5. (May 1979), 454-465.
6. Clarke, D. G. “Strategic Advertising planning: Merging Multidimensional Scaling and Econometric Analysis ”. Management Science: Vol. 24. (Dec. 1978), 1687-1699.
7. Clarke, D. G. “Econometric Measurement of the Duration of Advertising Effect on Sales”. J. M. R. Vol. XIII (Nov. 1976), 345-357.
8. Dhrymes, P. J. Distrubuted lags: Problems of Estimation and Formulation. 2nd ed.. Amsterdam : North- Holland, 1981.
9. Givon, M., and Horsky, D. “Market Share Models as Approximators of Aggregated Heterogeneous Brand Choice Behavior” Management Science, Vol. 24. No. 13 (Sep. 1978). 1404-1416.
10. Griliches, I. “Distributed lags: A Survey”. Ecnometric, Vol. 35, No. 1 (Jan, 1967), 16-49.
11. Horsky D. “Market Share Response to Advertising: An Example of Theory Testing”. J. M. R. Vol. XIV (Feb, 1977), 10-20.
12. Horsky D. “An Empirical Analysis of the Optimal Advertising Policy.” Management Science, Vol. 23, No. 10 ( June 1977), 1037-1049.
13. Intriligator, M. D. Econometric Models, Technique, & Applications. 台北：華泰書局，1978.
14. Johansson, J. K., and Redinger, R. “Evaluting Advertising by path Analysis” J. A. R. Vol. 19. No. 1 (Feb,1979), 29-35.
15. Judge G. G., Griffiths, W. E., Hill R. C., and Lee T. C. The Theory and Practice of Econometrics. 台北：雙葉書廊，1980.
16. Koutsoyiannis, A. Theory of Econometrics: An Introductory Exposition of Econometric Methods. 2nd. ed. 台北：環球書局，1977.
17. Lambin, J. J. Advertising, Competition and Market Conduct in oligopoly Over time. Amsterdam: North-Holland, 1976.
18. Little, J. D. C. “Brandaid: A Marketing-Mix Model, PartⅠ: Structure.” Operations Research, Vol. 23. No. 4. (July-August 1975), 628-655.
19. Little. J. D. C. “Brandaid: A Marketing-Mix Model, PartⅡ: Implementation, Calibration, and Case Study.” Operations Research, Vol. 23. No. 4. (July-August 1975), 656-673.
20. Little, J. D. C. “Aggregate Advertising Models: The State of the Art” Operations Research, Vol. 27. No. 4. (July-August 1979), 629-667.
21. Mann, D. H. “Optimal Theoretic Advertising Stock Models: A Generalization Incorparating the Effects of Delayed Response From Promotional Expenditure” Management Science, Vol. 21, No. 7 (March 1975), 823-832.
22. Neter, J., and Wasserman, W. Applied linear Statistical Models : Regression, Analysis of Variance, and Experimental Designs., 台北：華泰書局，1974
23. Parsons, L. J. “An Econometric Analysis of Advertising, Retail Availability, and Sales of New Brand” Management Science, Vol. 20, No. 6 (Feb, 1974), 938-947.
24. Parsons. L. J. “The Product life cycle and Time-Varying Advertising Elasticities.” J. M. R. Vol. 12 (Nov. 1975), 476-480.
25. Parsons, L. J., and Bass, F. M. “Optimal Advertising-Expenditure Implications of a Simultaneous-Equation. . Regression Analysis”. Operations Research, 19 (May-June 1971), 822-831.
26. Parsons, L. J. and Schultz R. L. Marketing Models and Econometric Research, Amsterdam: North-Holland, 1976.
27. Peles, Y. “Rates of Amortization of Advertising Expenditures” Journal of Political Economy, 79 (Sep. Oct. 1971), 1032-1058.
28. Picconi, M. J., Olson, C. L. “Advertising Decision Rules in a Multibrand Environment: Optimal Control Theory and Evidence” J. M. R. Vol. XV (Feb, 1978), 82-92.
29. Pindyck, R. S., and Rubinfeld, D. L. Econometric Models & Economic Forecasts, 2nd ed. 台北：雙葉書廊， 1981
30. Porter, M. E. Interbrand Choice, Strategy, and Bilateral Market Power. Cambridge, Mass.: Havard Uni. Press, 1976.125-134.
31. Prasad, V. K., and Ring. L. W. “Measuring Sales Effects of Some Marketing Mix Variables and Their Interactions” J. M. R. Vol.XIII (Nov, 1976), 391-396.
32. Rao, a. G. Quantitative Theories in Advertising. New York: John Wiley & Sons. 1970.
33. Rao, V. R. “Alternative Econometric Models of Sales-Advertising Relationships” J. M. R. Vol. IX (May 1972), 177-181.
34. Schmalensee, R. The Economics of Advertising. Amsterdam: North-Holland, 1972.
35. Schultz, R. L. “Market Measurement and Planning with a Simultaneous-Equation Model” J. M. R. Vol. XIII (May 1971 ), 153-164.
36. Sexton, Jr. D. E. “A Cluster Analytic Approach to Market Response Functions”. J. M. R., Vol. XI (Feb, 1974), 109-114.
37. Simon, J. L. “The Effect of Advertising on Liquor Brand, Sales” J. M. R. Vol. VI. (Aug. 1969), 301-313.
38. Swinyard, W. R., and Ray, M. L. “Advertising-Selling Interactions: An Attribution Theory Experiment” J.M.R. Vol. XIV(Nov. 1977), 509-516.
39. Weiss, D. L. “Determinants of Market Share” J. M. R. Vol, V (Aug. 1968), 290-295.