广告营销、销售营销与财务绩效——基于中国家居制造行业数据的实证研究
摘要
This paper takes A-share household Manufacturing Listed Companies in Shanghai and Shenzhen stock exchanges from 2016 to 2019 as the sample space, and uses multiple linear regression to study the influence of advertising expenditure and sales Investment on enterprise performance. The results show that: advertising marketing investment has a positive impact on both turnover and operating profit, but the impact on operating profit is significantly decreasing. At present, sales marketing investment has a significant negative correlation effect on current operating profit. The influence of advertising marketing on operating profit is obviously stronger than that of sales investment. This study is instructive for the industry enterprises to formulate marketing strategies, the government to guide the industry, and realize the optimal allocation of market assets.