营销能力与创新投入:基于客户集中度的视角分析

营销支出和创新投入是公司经营战略的重要选择。本研究利用2010-2019年上市公司的数据,研究营销能力对企业创新投入的影响,以及客户集中度在其中起到的中介作用。实证检验表明:营销能力与创新投入存在负相关关系,其作用机制在于,当企业的营销能力越高,客户集中度就会越高,随之带来资产专用性增加,企业创新投入的金额会减少。另外本研究还探索了营销能力对创新投入的边界效应,引入外部变量-市场竞争强度探索其调节作用。本文一方面分析营销能力对创新投入的影响,丰富了创新投入前因变量的研究;另一方面从客户的角度分析营销能力对创新投入的影响路径。本研究对提升中国企业营销能力、创新资源分配,具有现实的指导和启发意义。     

北京市城市土地利用强度空间结构研究

研究目的：剖析北京市城市土地利用强度的空间结构形态,揭示其特征及影响因素,检验和丰富城市经济学的空间结构理论。研究方法：利用1993 — 2006年北京市国有土地使用权出让数据,借助GIS分析工具,定性分析与定量分析相结合。研究结论：总体上北京市城市土利用强度空间结构与西方市场经济国家城市存在一定的一致性,呈现出符合级差地租理论的特征;但具体看,受多种因素的影响,远比城市空间结构理论模型预测的结果复杂,表现出鲜明的个性特征;除市场力量以外,人口政策、容积率控制和交通格局的影响最为重要。     

我国能源消费强度的时空差异研究

运用基尼系数、变异系数、塞尔指数方法,分析了我国能源消费强度的时空差异：能源消费强度的地区差异自2001年以来不断缩小;能源消费整体差异主要来自于区域间差异;整体来说北方的能源消费强度大于东南沿海地区;产煤大省的能源消费强度较高。     

Duration of advertising effect: Considering franchising in the restaurant industry

How long do the effects of advertising actually last? This issue has received increased attention in the fields of marketing, accounting, and finance. However, despite the importance of advertising for firm management, research on the effective duration of advertising costs still remains in the exploratory stage. To address this research need, this study investigated how long advertising costs function to increase sales and intangible value in association with franchising in the restaurant industry. The results of this study showed that advertising expenditures had a positive short-term effect on sales growth, whereas advertising did not significantly impact sales growth in the long run. However, when advertising expenditures were considered together with franchising, the long-term interaction effect was positively significant. The results suggest that advertising has long-term positive effects on sales growth only in restaurant firms using a franchising system. This implies that advertising costs should be recognized as investment-like assets only in franchising restaurant firms. On the other hand, advertising ratio had both positive short-term and long-term effects on intangible value. In addition, once the advertising ratio was associated with franchising, the long-term interaction effect was negatively significant. More detailed explanations and implications are included in the conclusion.     

The impacts of population and agglomeration development on land use intensity: New evidence behind urbanization in China

The impacts of population growth and agglomeration development on urbanization are complex. They cannot be effectively disentangled by simple fixed-effect regression analyses. This study introduces the land use intensity (LUI) metric to measure urbanization, and further applies quantile and threshold regression models to examine the impacts of population (POP) and agglomeration development (AGD) on land use intensity using a sample of 297 Chinese cities. The results reveal the heterogeneous effects that POP and AGD have on LUI. Variation is also observed in the effects of POP and AGD on LUI by POP/AGD intervals. As POP increases, its pressure on LUI increases. In contrast, the accumulative effects of development are beneficial in restraining overdevelopment of land resources within a specific range. The findings suggest that understanding complex human and development effects provides valuable insights, references, and implications for urban development and land use policies, which can guide cities with greater potential land development space in reducing the risk of unsustainable urbanization. Policies are recommended for ecological construction, city grouping, and sustainable land use.     

Does advertising create sustained firm value? The capitalization of brand intangible

This research inquires into the nature and degree of advertising effects on firm intangible values. Based on marketing research on consumer based brand equity, this paper challenges the prevailing decaying assumption employed in the accounting/finance disciplines to model the advertising-firm value relationship. Meanwhile, using financial data and methods, we provide new measures for the marketing discipline to evaluate the effectiveness of advertising to create brand intangible. Results indicate that advertising effects on firm intangible assets are sustainable and accumulative and support the asset/investment-like characteristics of advertising expenditures. The research provides an empirical method to assess long-term advertising performance and suggests firms’ varying effectiveness in creating brand equity through advertising. This study is the first to report negative persistence effects of advertising to firm intangible values.

淮安市工业能源消耗和碳排放特征研究

利用淮安市2008-2013年工业能源消耗数据,根据IPCC提供的碳排放计算方法,对淮安市碳排放量与碳排放强度进行了计算,分析了工业碳排放的变化趋势。结果显示,淮安市能源消耗量以平均每年5.89%的增长率持续增长,略低于全国同期水平,而碳排放量则是以年均4.45%的增长率增长着。淮安市的碳排放强度则处于持续下降的过程,年均下降率达到了19.32%。根据研究结果,提出了工业发展相应对策,以推进淮安市低碳经济的发展。     

Parental influence upon children's diet: the issue of category

Food and drink are distributed via corporate institutions in categories, such as ready meals or carbonated drinks. Within these categories, a minority of brands advertise, capitalizing upon the popularity of the categories. The issue of childhood obesity and health has led to a focus upon these advertised brands in terms of their being targeted at children, but nothing has been done about the categories they represent. Furthermore, parents have an influence upon their children's diet, as their expenditure accounts for the majority of their children's consumption. This paper accounts for UK children's perceptions of the effect of advertising and marketing of food and drink upon their parents, and concludes that the children see advertising as having very little influence. Rather, they see that their parents' involvement with certain categories have become, over time, their norm. Children do not see that the regulation of advertising of food and drink to them will have any significant effect upon their diet, as their parents will continue to consume from within the categories supplied by the retail sector, which in their view constitutes the most influential aspect of food and drink marketing. Given the international focus upon the advertising of food brands, this paper draws attention to other, potentially more influential issues.     

中国和俄罗斯农产品贸易:动态及展望

中俄同为金砖四国成员国又是近邻,经贸联系日益密切,互为重要的农产品贸易伙伴。两国出口的主要农产品均为本国具有比较优势的农产品,贸易互补性较强,其农产品的贸易模式主要是产业间贸易,产业内贸易水平不高。     

企业异质性与产业创新能力——基于我国36个工业行业的实证检验

异质性与技术创新之间的关系是演化经济学研究的重要问题之一。本文基于异质性衡量方法的比较,选择修正后的欧氏距离法对我国工业行业中企业的异质性加以测算。以2006年36个工业行业的统计数据为样本,就企业异质性与产业创新能力之间的关系进行了实证检验,得到如下研究结论：企业异质性对产业创新能力具有显著的正效应,异质性程度越高,产业创新能力越强;控制变量方面,研发投入和市场结构对技术创新能力的影响也比较显著,研发强度越大,行业内企业数量越多,越有利于产业创新能力的提升。