CAJ | 학술논문

利用2007年制造业四位数产业数据，运用联立方程模型考察了广告、产业集中度与盈利能力之间的关系。研究发现：（1）产业越集中、广告密度越大，产业盈利能力就越强。随着盈利能力的提高，广告支出也会随之增加。产业集中度与广告密度没有呈现显著的反向关系；（2）高的滞后利润并没有降低产业集中度，表明资本在进入高利润行业面临限制。细分样本结果表明，工业品产业的集中能有效发挥集聚作用，提高盈利，但消费品产业的集中并没有发挥这一效应。两类产业的利润率提高均会使广告密度增大，但消费品产业相比工业品产业对广告偏好性更强，投入密度更大。
이용2007년제조업사위수산업수거，운용련립방정모형고찰료엄고、산업집중도여영리능력지간적관계。연구발현：（1）산업월집중、엄고밀도월대，산업영리능력취월강。수착영리능력적제고，엄고지출야회수지증가。산업집중도여엄고밀도몰유정현현저적반향관계；（2）고적체후리윤병몰유강저산업집중도，표명자본재진입고리윤행업면림한제。세분양본결과표명，공업품산업적집중능유효발휘집취작용，제고영리，단소비품산업적집중병몰유발휘저일효응。량류산업적리윤솔제고균회사엄고밀도증대，단소비품산업상비공업품산업대엄고편호성경강，투입밀도경대。
Using the subdivision datas of manufacturing industry in 2007 and basing on the SCP para-digm,this paper empirically tests the relationship between advertising,industry concentration and industry profitability by simultaneous equations model. The study finds that,the more concentrated,the larger density, the industry profitability is stronger. With the increase in profitability,advertising spending will increase. The industrial concentration and advertising density does not show an obviously negative relationship. And we also find that,the high lag profit does not reduce the degree of industrial concentration,which shows that capital faces restrictions when flowing into high profit industries. In the subdivision sample,the concentration of pro-ducer goods industry can effectively play the role of agglomeration and improve profitability,but the concentra-tion of consumer goods industry does not. Both of the increase in profit will improve the advertisement density, however,compared to the producer goods industry,the consumer goods industry has a stronger advertising preference and a greater input density.