论文部分内容阅读
本文以河南日报报业集团所属大河报2000年1月至2013年6月广告收入和发行量数据为研究对象,应用数量经济学方法,分阶段研究了广告和发行量的回归和因果关系。研究表明,在成长期,发行量快速提升加速了广告收入增长;而在成熟期,广告呈现正态分布,发行量对广告收入波动的影响不太明显。
In this paper, we take the advertisement income and circulation data of Dahe newspaper of Henan Daily Newspaper Group from January 2000 to June 2013 as the research object, and apply the method of quantitative economics to study the regression and causal relationship between advertisement and circulation in stages. The research shows that during the growth period, the rapid increase in circulation accelerates the growth of advertising revenue. In the mature period, the advertising has a normal distribution, and the impact of circulation on advertising revenue fluctuations is not obvious.