中国酒广告与消费关系研究  

Study on relationship between wine advertising and consumption in China

作　　者：于静[1] 吴正鹏[1,2] 陈红静[1] 丁俊杰[3,4] 

机构地区：[1]中国传媒大学理工学部 [2]中国传媒大学国家广告研究院广告科学研究所 [3]中国传媒大学学术委员会 [4]中国传媒大学国家广告研究院

出　　处：《广告大观（理论版）》2014年第3期99-102,共4页Journal of Advertising Study

摘　　要：本文利用时间序列分析方法,建立了多元线性回归模型,分析了中国居民酒消费和酒广告之间的关系,基于1999-2011年酒广告花费和居民酒消费的数据,研究中国酒广告和居民酒消费之间关系,结果显示酒广告花费对居民酒消费并没有显著的正面影响,而居民可支配收入对酒消费具有显著的正面影响,消费税收对居民酒消费具有显著的负面影响。This research used the method of time series anaLysis, and established multiple Linear regression model to analyze the relationship between Chinese wine consumption and the aLcohol advertising. Based on alcohol advertising expenditures and residents consumption data in 1999-2011, this article studied the relationship of Chinese wine advertising expenditures and alcohol consumption, and the result shows that alcohol advertising costs＇ impact on residents＇ alcohol consumption is not significant, and residents＇ disposable income has significant positive mpact on alcohol consumption, consumption taxes exhibited significant but negative reLationship with aLcohol consumption

关 键 词：酒广告花费 居民酒消费 时间序列 多元线性回归模型 

分 类 号：F713.8[经济管理—广告] F126.1[经济管理—产业经济] F426.82