广告作为企业常用的一种非价格市场行为,既是企业向消费者传递信息的途径,也是同竞争对手抢占市场份额的手段。广告通过形成规模经济性、产品差异化和品牌效应等壁垒,对市场结构产生重要影响。本文在对广告与市场结构关系进行理论探析的基础上,以我国汽车产业为例进行了时间序列多元回归分析,得出广告与市场集中度呈显著负相关的结论。最后,就如何协调二者关系以促进汽车产业结构调整提供了相关建议。 As a kind of non-price market behavior commonly used by enterprises, advertising is not only a way for enterprises to transmit information to consumers, but also means to seize market share with competitors. Advertising through the formation of economies of scale, product differentiation and branding barriers, the market structure has a significant impact. Based on the theoretical analysis of the relationship between advertising and market structure, this paper takes the automobile industry in our country as an example, and conducts a multiple regression analysis of time series and concludes that there is a significant negative correlation between advertising and market concentration. Finally, it provides relevant suggestions on how to coordinate the relationship between the two to promote the automobile industry restructuring.