政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/32250
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113324/144300 (79%)
造訪人次 : 51133160      線上人數 : 883
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/32250


    題名: 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
    貢獻者: 賴景昌
    葉沂萱
    關鍵詞: 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
    上傳時間: 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
    Bain, J. S., (1956), Barriers to New Competition: Their Character and Consequences in Manufacturing Industries, Cambridge: Harvard University Press.
    Bénassy, J. P., (1996), “Monopolistic Competition, Increasing Returns to Specialization and Output Persistence,” Economic Letters, 52(2), pp. 187-191.
    Benhabib, J. and Farmer, R. E. A., (1994), “Indeterminacy and Increasing Returns,” Journal of Economic Theory, 63(1), pp. 19-41.
    Blanchard, O. and Giavazzi, F., (2003), “Macroeconomic Effects of Regulation and Deregulation in Goods and Labor Market,” Quarterly Journal of Economics, 118(3), pp. 879-907.
    Brozen, Y., (1974), “Is Advertising a Barrier to Entry?” in Advertising and Society, pp. 79-109, New York: New York University Press.
    Butters, G. R., (1976), “A Survey of Advertising and Market Structure,” The American Economic Review, 66(2), pp. 392-397.
    Clarke, D. G., (1976), “Econometric Measurement of the Duration of Advertising Effect on Sales,” Journal of Marketing Research, 13(4), pp. 345-347.
    Comanor, W. S. and Wilson, T. A., (1967), “Advertising Market Structure and Performance,” Review of Economics and Statistics, 49(4), pp. 423-440.
    Demsetz, H., (1982), “Barriers to Entry,” The American Economic Review, 72(1), pp. 45-57.
    Devereux, M. B., Head, A. C. and Lapham, B. J., (1993), “Monopolistic Competition, Technology Shocks and Aggregate Fluctuations,” Economics Letters, 41(1), pp. 57-61.
    Dixit, A. and Norman, V., (1978), “Advertising and Welfare,” The Bell Journal of Economics, 9(1), pp. 1-17.
    Dixon, H., (1987), “A Simple Model of Imperfect Competition with Walrasian Features,” Oxford Economic Papers, 39(1), pp. 134-160.
    Grossman, G. M. and Shapiro, C., (1984), “Informative Advertising with Differentiated Products,” The Review of Economic Studies, 51(1), pp. 63-81.
    Guo, J. T. and Lansing, K. J., (1999), “Optimal Taxation of Capital Income with Imperfectly Competitive Product Markets,” Journal of Economic Dynamics and Control, 23(7), pp. 967-995.
    Lai, C. C., Chin, C. T. and Chang, S. H., (2007), “Vertical Separation versus Vertical Integration in a Macroeconomic Model with Imperfect Competition,” Working Paper.
    Lambin, J. J., (1976), Advertising Competition and Market Conduct in Oligopoly over Time, Amsterdam: North-Holland.
    Molana, H. and Moutos, T., (1992), “A Note on Taxation, Imperfect Competition and the Balanced Budget Multiplier,” Oxford Economic Papers, 44(1), pp. 68-74.
    Nelson, P., (1970), “Information and Consumer Behavior,” The Journal of Political Economy, 78(2), pp. 311-329.
    Nelson, P., (1974), “Advertising as Information,” The Journal of Political Economy, 82(4), pp. 729-754.
    Nichols, L. M., (1985), “Advertising and Economic Welfare,” The American Economic Review, 75(1), pp. 213-218.
    Porter, M. E., (1974), “Consumer Behavior, Retailer Power and Market Performance in Consumer Goods Industries,” The Review of Economics and Statistics, 56(4), pp. 419-436.
    Porter, M. E., (1976), “Interbrand Choice, Media Mix and Market Performance,” The American Economic Review, 66(2), pp. 398-406.
    Schmalensee, R., (1974), “Brand Loyalty and Barriers to Entry,” Southern Economic Journal, 40(4), pp. 579-588.
    Schmalensee, R., (1976), “Advertising and Profitability: Further Implications of the Null Hypothesis,” The Journal of Industrial Economics, 25(1), pp. 45-54.
    Schmalensee, R., (1983), “Advertising and Entry Deterrence: An Exploratory Model,” The Journal of Political Economy, 91(4), pp. 636-653.
    Spence, A. M., (1980), “Notes on Advertising, Economies of Scale, and Entry Barriers,” The Quarterly Journal of Economics, 95(3), pp. 493-507.
    Startz, R., (1989), “Monopolistic Competition as a Foundation for Keynesian Macroeconomic Models,” Quarterly Journal of Economics, 104(4), pp. 737-752.
    Thomas, L. A., (1999), “Incumbent Firms’ Response to Entry: Price, Advertising, and New Product Introduction,” International Journal of Industrial Organization, 17(4), pp. 527-555.
    Palda, K. S., (1964), The Measurement of Cumulative Advertising Effects, Englewood Cliffs, N.J.: Prentice-Hall.
    Weiss, L. W., (1969), “Advertising Profits, and Corporate Taxes,” The Review of Economics and Statistics, 51(4), pp. 421-430.
    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
    資料類型: thesis
    顯示於類別:[經濟學系] 學位論文

    文件中的檔案:

    檔案 大小格式瀏覽次數
    index.html0KbHTML2339檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋