广告及研发强度对上市公司财务绩效影响的实证研究  

An Empirical Study on the Effect of Advertising and R&D Expenditue Intensity of the Listed Corporation's Financial Performance

作　　者：江南春[1] 

机构地区：[1]南京信息职业技术学院,南京210023

出　　处：《工业技术经济》2015年第8期73-80,共8页Journal of Industrial Technological Economics

基　　金：江苏省教育厅高校哲学社会科学研究课题"企业研发投入与绩效评价"(批准号:2013SJD630042)

摘　　要：应用SPSS13.0统计分析和EXCEL软件,选择2010-2013年中国境内A股上市公司为研究样本,以企业规模和财务杠杆为控制变量,线性回归分析企业广告和研发强度对企业盈利能力的财务绩效影响和滞后效应。结果表明：广告和研发强度与企业销售毛利率呈显著正相关,且研发强度效率相对更高;资产负债率与销售毛利率呈显著负相关;资产的自然对数对销售毛利率的影响不显著;广告和研发强度对企业财务绩效影响的滞后期限统计显示为3年。The paper chooses 2010 - 2013 share listed companies as research sample, by the aid of the software of SPSS13.0 and EXCEL, with finn size and financial leverage as control variables, linear regression analysis of corporate R＆D and advertising expenditue intensity on corporate financial performance and the lagging effect. The results show R＆D as well as advertising expenditue intensity, and sales gross profit ratio has significant positive correlation, and R＆D expenditue intensity has higher efllciency; the asset liability ratio is negatively correlated with gross profit ratio; the gross profit ratio is irrelevant to the assets of the natural logarithm; the lag effect of the R＆D and advertising expenditue intensity on corporate financial performance for three years.

关 键 词：研发强度 广告强度 滞后相应 回归分析 销售毛利率 

分 类 号：F273.1[经济管理—企业管理] F275[经济管理—国民经济]