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    题名: 廣告、進入障礙與獨占性競爭：總體經濟的分析
    Advertising, entry barriers, and monopolistic competition: A Macroeconomic analysis
    作者: 葉沂萱
    贡献者: 賴景昌
    葉沂萱
    关键词: 廣告
    搜尋成本
    進入障礙
    不完全競爭
    Advertising
    Search cost
    Entry barriers
    Imperfect competition
    日期: 2007
    上传时间: 2009-09-14 13:30:21 (UTC+8)
    摘要: This thesis develops a macroeconomic model with monopolistic competition and considers the search cost for consumption in order to analyze how advertising influences the major macroeconomic variables and causes the entry barriers. In the short run, we find that advertising will raise aggregate output. The higher the sensitivity of advertising elasticity of search cost, the greater the rising of aggregate output. Further, whether the price level rise or fall is dependent on the magnitude of the advertising elasticity of search cost. The higher sensitivity of this elasticity on advertising, the higher the price level. Moreover, advertising does not influence the market power in the short run. In the long run, we find that whether advertising causes the barriers to entry is determined by the sensitivity of the advertising elasticity of search cost. When this elasticity is small, advertising will create the entry barriers and further strengthen the monopoly power for firms. Furthermore, how advertising affects the price level and aggregate output depends not only on the advertising elasticity of search cost, but also the sensitivity of the elasticity of substitution on the number of firms.
    參考文獻: References
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    Brozen, Y., (1974), “Is Advertising a Barrier to Entry?” in Advertising and Society, pp. 79-109, New York: New York University Press.
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    Palda, K. S., (1964), The Measurement of Cumulative Advertising Effects, Englewood Cliffs, N.J.: Prentice-Hall.
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    Wu, J. Z. and Chou, C. F., (2006), “Informative Advertising with Consumer Search,” Academia Economic Papers, 34(3), pp. 301-323. (In Chinese)
    描述: 碩士
    國立政治大學
    經濟研究所
    95258023
    96
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0095258023
    数据类型: thesis
    显示于类别:[經濟學系] 學位論文

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