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題名 | 廣告對臺灣鮮乳市場需求之動態影響效果=Dynamic Effects of Advertising on the Market Demand for Fresh Milk in Taiwan |
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作者 | 萬鍾汶; 陳海菁; Wann, Joyce Jong-wen; Chen, Hai-jing; |
期刊 | 農產運銷論叢 |
出版日期 | 19970300 |
卷期 | 2 1997.03[民86.03] |
頁次 | 頁117-132 |
分類號 | 483.3 |
語文 | chi |
關鍵詞 | 一般性廣告; 品牌廣告; 持續效果; 鮮乳需求; Generic advertising; Brand advertising; Carryover effects; Fresh milk demand; |
中文摘要 | 近年來台鮮乳市場的廣告活動日增,包括政府為改善冬季鮮乳過剩問題與培養國 人全年飲用鮮乳的習慣所採取的冬季期間一般性廣告活動,及各乳品廠商為促銷自身產品的 品牌廣告。基於一般性廣告與品牌廣告的目的及性質不同,對市場的影響應有所差異,故 本文欲經由實證分析來瞭解兩類廣告對台鮮乳市場需求的短期與長期影響效果。實證時係採 多項式分配落遲模型衡量台鮮乳市場對一般性告和品牌廣告反應的持續效果。實證結困發現 兩種廣告的落遲長度皆為四期,並且為非線性的落遲型態。而由政府支持的一般性廣告對台 鮮乳市場需求量具有顯著的提昇效果,但品牌廣告對台鮮乳的總體市場需求並無顯著的影響 。整體而言,一般性廣告與品牌廣告對擴張台鮮乳消費需求的效果具有互相抵消的現象,但 所有廣告對市場的淨影響仍然為正。 此外,由估得的鮮乳所得彈性 1.06,較之過去的研究 結果顯示鮮乳已逐漸成為國人之民生必需品。而在各種可能的替代品中,唯有乳類產品對鮮 乳具有顯著的替代性,故國人對鮮乳的認知已漸由一般的飲料轉向營養品。 |
英文摘要 | This study intended to explore both the long-and short-term effects of generic and brand advertising on Taiwan fresh milk demand. A Polynominal distributed lag model was adopted for empirically testing and estimating the initial and the carryover effects associated with the two different kinds of milk advertisements. Empirical results found that the Taiwan fluid milk demand was responsive to the generic and brand advertisings, both of which could lasted for four months, and the two lang patterns were not linear in general. The influence of generic milk advertising was more effective on aggregate fresh milk demand than that of brand advertising statistically. Totally speaking, the net effect of overall milk advertising on market demand expansion was positive. In addition, consumers have regard milk as a necessity and nutritional food rather than a luxury and beverage it used to be. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。