CAJ | 학술논문

商业广告对市场集中度的影响历来存在两种争论：广告通过信息传递功能向市场提供更多可供选择的产品来促进市场竞争；广告通过规模经济进入壁垒、产品差别化壁垒和品牌效应壁垒促成垄断。以中国房地产业为例，在对广告与市场集中度之间关系进行理论探讨的基础上，选取2000_2012年中国房地产业的时间序列数据进行多元回归分析，得出广告投入强度对中国房地产业市场集中度产生不强烈的负效应的结论。最后提出应积极协调广告投入与房地产业市场集中度之间关系的政策建议。
상업엄고대시장집중도적영향력래존재량충쟁론：엄고통과신식전체공능향시장제공경다가공선택적산품래촉진시장경쟁；엄고통과규모경제진입벽루、산품차별화벽루화품패효응벽루촉성롱단。이중국방지산업위례，재대엄고여시장집중도지간관계진행이론탐토적기출상，선취2000_2012년중국방지산업적시간서렬수거진행다원회귀분석，득출엄고투입강도대중국방지산업시장집중도산생불강렬적부효응적결론。최후제출응적겁협조엄고투입여방지산업시장집중도지간관계적정책건의。
There are two contrasting arguments concerning the relationship between advertisement and market concentration. The first one is that advertisement increases selected productions in the market by con-veying information,and therefore advertisement can promote competition within the market. Alternatively,ad-vertisement can contribute to monopoly because of the economies of scale barriers,product differentiation barri-ers and brand effect barriers. Using China's real estate industry as an example,this paper discusses the rela-tionship between advertisement and market concentration. Based on the time series data from 2000 to 2012, the study concludes that advertisement has a relatively weak negative effect on the real estate industrial market concentration in China. Subsequently,the government should actively coordinate the relationship between ad-vertisement and market concentration.