论文部分内容阅读
企业研发战略一般在长期中才能在生产领域发挥影响,广告策略一般在短期内就可在销售领域产生效果。广告策略与研发战略已经成为企业经营管理方面的主要决策手段,那么两者之间具有何种逻辑关系是亟须回答的理论与现实问题。以中国宏观政策执行者相对偏好研发而轻视广告的情况为分析情境,通过理论阐述发现研发与广告决策都应受企业经营最优化目标的约束。如果研发与广告对最优化目标的影响是相互独立的,它们会存在此消彼长或者同增同减的动态调整情形。不过,不能简单地认为这种动态调整勾画了它们之间的逻辑关系,因为企业最优化目标才是推动两者变化的原动力。如果研发与广告对企业最优化目标的影响并非相互独立,这会推导出它们之间具有相互促进的逻辑关系。由于观察者担忧疯狂增长的企业广告费支出可能会削弱研发投入,进而对长期经济发展产生不利。对此,提出一个简单的数理模型进行机理分析,推导认为理性企业管理者如果提高广告支出,一般会使企业更有激励去执行研发项目。利用中国制造业企业微观经营数据进行实证检验,发现企业广告对研发确实具有积极影响,并且这种影响是稳健的。
Corporate R & D strategy generally in the long run in the production area to play an influential, advertising strategy generally in the short term can have an effect in sales. Advertising strategy and R & D strategy have become the main decision-making means in business management. So what is the logical relationship between the two is the theoretical and practical issues which are urgently needed to be answered. In the light of the comparative preference of Chinese macro-policy implementers, R & D and contempt of advertising are the situations to analyze the situation. Through theoretical expositions, it is found that R & D and advertisement decision-making should all be subject to the objective of optimization of business operations. If the impact of R & D and advertising on the optimization goals is independent, there will be dynamic adjustments of either growth or reduction. However, one can not simply think of this dynamic adjustment as delineating the logical relationship between them because the corporate optimization objective is the driving force behind the changes. If the impact of R & D and advertising on business optimization goals is not independent, it leads to logical relationships that promote each other. As observers worry about the crazy growth of corporate advertising spending may weaken the R & D investment, thus adverse long-term economic development. In this regard, we propose a simple mathematical model for mechanism analysis, and deduce that if rational business managers raise their advertising expenditures, enterprises will generally be more motivated to implement R & D projects. Empirical test using the micromanagement data of manufacturing companies in China found that corporate advertising did have a positive impact on R & D and that the impact was robust.