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An Empirical Study on the Relationship Between Advertising Spending, Network Channel and Retail Enterprise Performance

Received: 20 April 2017     Published: 20 April 2017
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Abstract

Theoretical analysis shows that advertising spending, network channel performance is related with the retail enterprise, this article uses the data of listed companies in 2015 retail research retail business advertising spending in China and the relationship between corporate performance and the network channels opened in the retail business performance, the conclusion, found that advertising spending influence on the performance of retail enterprises under the influence of retail enterprise scale, retail enterprise scale is larger, the more advertising spending, retail enterprise performance, the better; Network channels to the opening of the negative influence to the retail business performance, but advertising spending more enterprises open network channels will promote the retail business performance. Retail enterprises should base on their own actual decision-making and should not blindly follow the trend to pay for a large number of advertising expenses and open network channels.

Published in Science Innovation (Volume 5, Issue 2)
DOI 10.11648/j.si.20170502.18
Page(s) 112-116
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2017. Published by Science Publishing Group

Keywords

Retail, Performance, Advertisement Spending, Network Channel

References
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  • APA Style

    Wei Na. (2017). An Empirical Study on the Relationship Between Advertising Spending, Network Channel and Retail Enterprise Performance. Science Innovation, 5(2), 112-116. https://doi.org/10.11648/j.si.20170502.18

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    ACS Style

    Wei Na. An Empirical Study on the Relationship Between Advertising Spending, Network Channel and Retail Enterprise Performance. Sci. Innov. 2017, 5(2), 112-116. doi: 10.11648/j.si.20170502.18

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    AMA Style

    Wei Na. An Empirical Study on the Relationship Between Advertising Spending, Network Channel and Retail Enterprise Performance. Sci Innov. 2017;5(2):112-116. doi: 10.11648/j.si.20170502.18

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  • @article{10.11648/j.si.20170502.18,
      author = {Wei Na},
      title = {An Empirical Study on the Relationship Between Advertising Spending, Network Channel and Retail Enterprise Performance},
      journal = {Science Innovation},
      volume = {5},
      number = {2},
      pages = {112-116},
      doi = {10.11648/j.si.20170502.18},
      url = {https://doi.org/10.11648/j.si.20170502.18},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.si.20170502.18},
      abstract = {Theoretical analysis shows that advertising spending, network channel performance is related with the retail enterprise, this article uses the data of listed companies in 2015 retail research retail business advertising spending in China and the relationship between corporate performance and the network channels opened in the retail business performance, the conclusion, found that advertising spending influence on the performance of retail enterprises under the influence of retail enterprise scale, retail enterprise scale is larger, the more advertising spending, retail enterprise performance, the better; Network channels to the opening of the negative influence to the retail business performance, but advertising spending more enterprises open network channels will promote the retail business performance. Retail enterprises should base on their own actual decision-making and should not blindly follow the trend to pay for a large number of advertising expenses and open network channels.},
     year = {2017}
    }
    

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  • TY  - JOUR
    T1  - An Empirical Study on the Relationship Between Advertising Spending, Network Channel and Retail Enterprise Performance
    AU  - Wei Na
    Y1  - 2017/04/20
    PY  - 2017
    N1  - https://doi.org/10.11648/j.si.20170502.18
    DO  - 10.11648/j.si.20170502.18
    T2  - Science Innovation
    JF  - Science Innovation
    JO  - Science Innovation
    SP  - 112
    EP  - 116
    PB  - Science Publishing Group
    SN  - 2328-787X
    UR  - https://doi.org/10.11648/j.si.20170502.18
    AB  - Theoretical analysis shows that advertising spending, network channel performance is related with the retail enterprise, this article uses the data of listed companies in 2015 retail research retail business advertising spending in China and the relationship between corporate performance and the network channels opened in the retail business performance, the conclusion, found that advertising spending influence on the performance of retail enterprises under the influence of retail enterprise scale, retail enterprise scale is larger, the more advertising spending, retail enterprise performance, the better; Network channels to the opening of the negative influence to the retail business performance, but advertising spending more enterprises open network channels will promote the retail business performance. Retail enterprises should base on their own actual decision-making and should not blindly follow the trend to pay for a large number of advertising expenses and open network channels.
    VL  - 5
    IS  - 2
    ER  - 

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Author Information
  • Department of Economics, Shanghai University, Shanghai, China

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