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

Wei Na

doi:doi:10.11648/j.si.20170502.18

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

Wei Na

Published in Science Innovation (Volume 5, Issue 2)

Received: 20 April 2017 Accepted: 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), 2024. 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

Wei Na

Department of Economics, Shanghai University, Shanghai, China

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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

Copy | Download

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

Copy | Download

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

Copy | Download

@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}
}

Copy | Download

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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