国内上市公司品牌经营效应实证研究

自上世纪80年代以来,国内外理论界对品牌进行了深入研究,但实证研究相对较少。文章选取使用中国驰名商标或获得中国名牌产品认定的国内上市公司作为研究对象,借助2001年年报数据资料,分析了国内上市公司品牌经营现状,分析了名牌上市公司的地区分布和行业分布。文章运用均值(中值)比较、曼·惠特尼U检验方法,对全体名牌上市公司和非名牌上市公司各盈利能力指标和成长性指标进行对比分析,发现品牌经营确实显著提高了企业营业利润增长率;但企业盈利能力、业务拓展能力的提高并不显著。通过对制造业上市公司进一步分析,发现在竞争较为充分的行业,品牌经营能显著提高企业的盈利能力和成长性。

An Empirical Research on Effect of Brand Marketing of China Listed Corporations

Scholars have studied brand deeply since 1980s, but presently there arefew empirical studies on brand. In this thesis the listed corporations which have been granted China Well-known Trademark or have been honored China Top Brand are chosen as subjects of study in this thesis, they are referred to as famous listed (corporations) below. This thesis summarizes the general situation of brand marketing in Chinese listed (corporations) based on data from 2001 annual reports, analyzes the industrial distribution and regional distribution of famous listed corporations. This thesis compares the indicators such as profitability and growth ability (between) all famous listed corporations and all non-famous listed corporations to test the effect of brand (marketing) through statistical technology such as the Mann-Whitney Test and Mean (Median) Comparison, and finds that brand marketing does improve growth rate of operating income, but doesn't improve the profitability and (business) expansion significantly. Furthermore, this thesis analyzes effect in manufacture industries and finds that brand marketing can improve profitability and growth ability significantly in competitive industries.