中国烟草广告与消费关系研究  

Study on tobacco advertising and consumption relationship

作　　者：丁俊杰[1] 于静[2] 吴正鹏[2,3] 陈红静[2] 

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

出　　处：《广告大观（理论版）》2014年第4期48-51,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,基于1999—2011年烟草广告花费和城镇居民烟草消费的数据,研究了中国烟草广告和城镇居民烟草消费之间的关系,结果显示烟草广告花费对居民烟草消费具有显著的正面影响,居民可支配收入对烟草消费具有显著的正面影响,消费价格指数对居民烟草消费具有显著的负面影响。In this paper, using the method of time series analysis, multiple linear regression model was established, based on 1999-2011 tobacco advertising cost and the consumption of urban residents of tobacco data, the relationship between Chinese tobacco consumption and the tobacco advertising is analyzed, the results show that tobacco advertising cost exhibited significant and positive impact on tobacco consumption, the residents＇ disposable income exhibited significant and positive influence on tobacco consumption, but the consumer price index exhibited significant but negative relationship with tobacco consumption.

关 键 词：烟草广告 烟草消费 时间序列 多元线性回归模型 

分 类 号：F713.81[经济管理—广告] F426.8[经济管理—产业经济]