“双十一”对电商企业股票收益率的影响研究  

The Impact of"Double Eleven"on the Stock Yield of E-Commerce Enterprises

作　　者：张怡然 ZHANG Yiran(School of Economics and Management,Yangtze University,Jinghzou 434020,China)

机构地区：[1]长江大学经济与管理学院,湖北荆州434020

出　　处：《商业观察》2025年第8期65-69,共5页BUSINESS OBSERVATION

摘　　要：文章利用事件分析法分析“双十一”的发生对电商企业的代表H公司美股收益率产生的影响。通过对比分析2021—2023年“双十一”期间H公司的美股数据得出结论:“双十一”的发生在短期内会抑制股价,并不会带来股票收益率的提升。并且,随着市场和消费者逐渐趋于理性化,“双十一”对股票收益率的影响力逐渐减弱。文章从多个角度分析这种结果产生的原因。最后,针对“双十一”对H公司美股收益率的影响,对市场监管者和相关股票投资人提出几点建议。This paper uses the event analysis method to analyze the impact of"double eleven"on the U.S.stock yield of Company H,which is the representative of e-commerce companies.Through comparative analysis of U.S.stock data of Company H during"double eleven"from 2021 to 2023,it is concluded that the occurrence of"double eleven"will inhibit the stock price in the short term,and will not bring the improvement of stock yield.With the gradual rationalization of the market and consumers,the influence of"double eleven"on stock yield is gradually weakening.This paper analyzes the causes of this result from many aspects.Finally,in view of the impact of"double eleven"on the U.S.stock yield of Company H,this paper puts forward some suggestions for market regulators and relevant stock investors.

关 键 词：“双十一” 股票收益率 事件分析法 

分 类 号：F724.6[经济管理—产业经济]