广告壁垒的结构性效应研究  

Research on the Effects of Structural Barriers to Entry of Advertising

作　　者：田野[1] 

机构地区：[1]中国社会科学院研究生院,北京102488

出　　处：《商业研究》2014年第3期35-39,85,共6页Commercial Research

基　　金：国家社科基金重大项目;项目编号:12AZD096

摘　　要：广告可以被视作一种市场进入壁垒,能够帮助在位企业阻止潜在厂商的进入。本文通过建立两厂商的差异产品价格竞争模型、对不同关键参数进行分析,研究了广告的各种市场进入壁垒效应如何有效阻止潜在厂商进入,并以日化行业为例,说明了模型在具体行业分析中的作用,旨在为日后研究提供一种新的分析思路和理论参考。Advertising can be seen as a type of barrier to entry , which helps the firm within the industry to prevent an-other firm from entering the market .A model of two-firm price competition with differential products is introduced to an-alyze different key parameters in order to explain how different effects of barriers to entry of advertising prevent another firm entry into the market.In the end, the industry of everyday chemicals is briefly analyzed in application of the model , hoping that this paper is able to provide a brand new way of thinking and theoretical basis for the future research .

关 键 词：广告 结构性进入壁垒 差异产品的价格竞争模型 

分 类 号：F062.9[经济管理—政治经济学]