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Description
In the recent years, more and more products come into the market, which provides thousands of choices for consumers. We live in a world full of brands, all trying to attract our attention. A critical part of this process is the criteria for selection. Research has found that criteria always derive from individuals’ experience, which finally creates a unique identity for certain products and brands that could be considered synonym with the specific product. This is a fast-growing phenomenon since the advent of the commodity economy period. In today’s competitive environment, modern consumers are the decision makers and the heart of a value exchange. They are becoming increasingly informed as they compare the attributes of different brands. Advertising has always been one of the important ways for companies to build strong relationships with consumers. This research aims to study the relationship between brand loyalty and advertising. This research is focused on two kind of advertisements; advertisements through social network and launch events, which have different characters, differences in broadcast frequency, and different promotion methods. Interview and survey were mainly used for this study.
Research results conclude that: 1) The impact of the press conference is greater than advertising through social network and the effect of a precise advertisement is greater than repeated advertising for individuals. 2) Advertisements should be launched in a less forceful way than in the past. They should try to affect consumers subconsciously, to disguise the fact that they are advertisements and thus keep in sync with consumers, in order to help create loyalty through certain brand. 3) Consumers also want to have more interactions with firms and other users and to participate in the creation of brand-consumer relationships. 4) Advertisements have positive effect in creating brand image.
Research results conclude that: 1) The impact of the press conference is greater than advertising through social network and the effect of a precise advertisement is greater than repeated advertising for individuals. 2) Advertisements should be launched in a less forceful way than in the past. They should try to affect consumers subconsciously, to disguise the fact that they are advertisements and thus keep in sync with consumers, in order to help create loyalty through certain brand. 3) Consumers also want to have more interactions with firms and other users and to participate in the creation of brand-consumer relationships. 4) Advertisements have positive effect in creating brand image.
ContributorsZhang, Wenjing (Author) / Takamura, John (Thesis advisor) / Sanft, Alfred (Committee member) / Gray, Nancy (Committee member) / Arizona State University (Publisher)
Created2018
Description从上世纪四十年代开始出现以来，风险投资对社会经济发展产生重要作用。风险投资是市场经济快速发展和科技变革过程中的产物，主要用于促进具有发展前景企业快速发展。风险投资已经有超过七十年的发展历史，很多发达国家在理论研究和实际应有方面都取得重大进展。相比之下，我国风险投资是从上世纪改革开放之处开始出现，只有三十多年的发展历史。我国市场经济已经逐步完善，资本市场开始进入快速发展时期，在时代发展中结合实际需求进一步的完善以及新经济领域的优秀创业企业不断涌现，我国风险投资市场也快速发展。
风险投资主要是针对具有较好发展前景的公司，大部分风险投资主要趋向于高科技企业。风险投资可以为我国中小微企业提供资源、风控和资金等不同方面的服务，这对推动我国社会经济发展和产业变革将产生积极影响。为此分析和研究风险投资对企业经营管理的影响具有重大理论意义，同时也具备一定的现实意义。
本文针对研究需求选取的研究对象是2012—2017年中国A股上市公司，采通过多元线性回归分析的方式，从企业管理角度来分析风险投资对企业高管薪酬——业绩敏感性的影响。在此基础上综合性的分析与检验风险投资的参与对于被投资企业高管薪酬——业绩敏感性是否有影响。研究结果表明：（1）高管薪酬与业绩正相关；（2）风险投资会影响企业激励制度，对高级管理人员股权激励将产生重要影响，被投资企业高管薪酬——业绩敏感性在风险投资作用下有一定程度提高。
关键词: 风险投资；业绩敏感性；高管薪酬
风险投资主要是针对具有较好发展前景的公司，大部分风险投资主要趋向于高科技企业。风险投资可以为我国中小微企业提供资源、风控和资金等不同方面的服务，这对推动我国社会经济发展和产业变革将产生积极影响。为此分析和研究风险投资对企业经营管理的影响具有重大理论意义，同时也具备一定的现实意义。
本文针对研究需求选取的研究对象是2012—2017年中国A股上市公司，采通过多元线性回归分析的方式，从企业管理角度来分析风险投资对企业高管薪酬——业绩敏感性的影响。在此基础上综合性的分析与检验风险投资的参与对于被投资企业高管薪酬——业绩敏感性是否有影响。研究结果表明：（1）高管薪酬与业绩正相关；（2）风险投资会影响企业激励制度，对高级管理人员股权激励将产生重要影响，被投资企业高管薪酬——业绩敏感性在风险投资作用下有一定程度提高。
关键词: 风险投资；业绩敏感性；高管薪酬
ContributorsWang, Shunlong (Author) / Shen, Wei (Thesis advisor) / Zhang, Huibing (Thesis advisor) / Wu, Fei (Committee member) / Arizona State University (Publisher)
Created2020