广告对中国房地产业市场集中度的影响分析

An Empirical Research on the Influences of Advertisement on the Market Concentration in China's Real Estate Industry

商业广告对市场集中度的影响历来存在两种争论:广告通过信息传递功能向市场提供更多可供选择的产品来促进市场竞争;广告通过规模经济进入壁垒、产品差别化壁垒和品牌效应壁垒促成垄断。以中国房地产业为例,在对广告与市场集中度之间关系进行理论探讨的基础上,选取2000-2012年中国房地产业的时间序列数据进行多元回归分析,得出广告投入强度对中国房地产业市场集中度产生不强烈的负效应的结论。最后提出应积极协调广告投入与房地产业市场集中度之间关系的政策建议。

There are two contrasting arguments concerning the relationship between advertisement and market concentration. The first one is that advertisement increases selected productions in the market by conveying information,and therefore advertisement can promote competition within the market. Alternatively,advertisement can contribute to monopoly because of the economies of scale barriers,product differentiation barriers and brand effect barriers. Using China＇s real estate industry as an example,this paper discusses the relationship between advertisement and market concentration. Based on the time series data from 2000 to 2012,the study concludes that advertisement has a relatively weak negative effect on the real estate industrial market concentration in China. Subsequently,the government should actively coordinate the relationship between advertisement and market concentration.