营销投入品牌资产与企业绩效关系的实证研究.doc

营销投入、品牌资产与企业绩效关系的实证研究 500 1 2 3 4IAbstract Brand strategy has always been regarded as a major breakthrough tool in the fierce homogeneous competition. In order to improve the probability of successful implementation of brand strategy, this study takes the listed companies of the World Brand Labs 500 most valuable brands in China as examples, and uses regression models to have researches on the relationships among marketing investment, brand equity and business performance. This study found that: 1 marketing investments have a significant positive effect on brand equity, and the positive effect of long-term marketing investment on brand equity is larger than the short-term one. 2 The positive effect of long-term marketing investment on brand equity is regulated by firm age and industry size.3 The long-term marketing investment has a significant positive effect on the enterprisesgross margin, return o n assets, and return on equity and the positive effect of long-term marketing investment on corporate culture is regulated by firm size, corporate diversification, corporate financial leverage, industry competition conditions and industry size.4 Long-term brand equity has a significant positive effect on long-term return on equity. Finally, according to the above the empirical research results, this study gives the appropriate marketing investment strategy in order to enhance the efficiency of companies brand building activities. Keywords: Marketing Investment Brand Equity Corporate Performance Moderating effect III AbstractII..III.V 11 1.1..1 1.2..3 1.3..5 2.7 2.1.7 2.2..13 2.3.14 2.418 2.521 2.624 2.724 3..26 3.1.26 3.228 433 4.1.33 4.2.33 4.339 5.41 5.141 5.2.42 III6..52 6.152 6.253 6.3..55 6.456..5864..70..71 IV 1-14 1-2..5 2-1 Yoo, DonthuLee.19 2-2 KellerLehman..20 2-321 2-422 2-5..23 2-6.23 3-1.27 6-152 4-136 4-2..38 5-141 5-2..42 5-3.43 5-444 5-544 5-6.45 5-7..46 5-8..47 5-9.48 5-10.49 5-11.50 5-1251 V1 1.1 1.1.1 2000 1.262009