研发投入、宣传推广与我国体育企业成长关系研究

Research & Development Investment,Publicity & Promotion and the growth of Sports Enterprise in China

以2010年前在国内证券市场上市的13家体育企业为研究对象,选取2010年~2015年间的财务报表为数据样本。研究发现:研发投入、宣传推广对加快我国体育企业成长有显著的正向作用;研发投入与宣传推广之间存在乘数效应,并对体育企业成长带来叠加效应;体育企业研发投入增加时,我国体育企业成长速度加快。基于此,提出企业应重视研发团队建设;政府应鼓励体育企业持续研发;多管齐下,建立品牌优势等一系列有效促进体育企业成长的策略。

Taking the 13 sports companies listed before 2010 in the domestic stock market as the research object,the paper selects the financial statements from 2010 to 2015 as data samples. It finds out that the research ＆ development（R ＆ D）investment has a significant positive effect on accelerating the growth of Chinese sports enterprise as well as publicity ＆ promotion;there is a multiplier effect between R ＆ D investment and promotion,which can bring superimposed effect for the growth of sports enterprises;the increasing of R ＆ D investment can speed up the growth of Chinese sports enterprises. Based on all of that,it puts forward several following suggestions for the effective promotion of sports business growth：the team development should be paid attention to by the enterprises,the sports enterprises’ sustainable research and development should be encouraged by the government,it should be multi-pronged to establish the brand advantage.