事件营销效应和广告效应的比较研究——基于中国房地产行业面板数据的实证分析

A Comparative Analysis of Event Marketing and Advertising Effect——Based on the Analysis of Chinese Real Estate Panel Data

在当今企业营销实践中,事件营销得到越来越广泛的运用,社会化媒体的崛起更使得事件营销成为主流营销方式之一。然而学术界尚未有实证研究探索其对企业品牌价值和经营业绩的影响以及作用机制,更未将其与广告效应进行比较以指导企业实践。以91家房地产企业2006—2010年的面板数据为样本,分析事件营销投入和广告投入对企业品牌价值及经营业绩的影响。结果表明,事件营销投入和广告投入均对企业经营业绩有显著正向影响,但事件营销的效果更强。两者的作用机制不同,相比广告,事件营销除了通过品牌价值对企业经营业绩产生间接显著影响,还对其有直接显著影响。对于年轻品牌而言,事件营销对品牌价值的提升效应比广告更强。在此基础上我们讨论了研究发现的管理意义。

Nowadays,despite the wide use of event-marketing which has become one of the most popular communication channels with the rise of social media,very few researches have empirically explored its impacts on firm performance and underlying mechanisms,not to mention its comparison with advertising effects. This paper investigates the effects of event-marketing expenditures and advertising expenditures on brand value and operating performance,utilizing a panel data composed of 91 real estate companies during 2006- 2010. The results show that both event-marketing and advertising are positively related to firm performance,with the effect of event marketing being stronger. Their mechanisms are significantly different,compared with advertising,event marketing expenditure is directly positively associated with firm performance besides its effect through brand value. Moreover,event marketing has a stronger impact on brand value for young brands than advertising. The authors further discuss the managerial implications.