Research On Herd Behavior In Corporation Advertising Devotion

The advertisement put emphasis on the economy, the society, the culture and so on, and the effect is strengthening unceasingly. Meanwhile, the researches about advertising also deepen ceaselessly, educing a series best decision of enterprises advertisement, however it is still a question whether the enterprise decide according to these research conclusions. In the real life, if corporation made a decision to put advertising guiding by the study findings, every corporation all should know its own best decision, why there are some phenomena, such as advertising bubbles, advertising virulent competition. Otherwise, if there are not, what their behavior will be? Whether there is some certain behavior characteristic.In view of these questions, this article studies the enterprise advertisement through establishing theoretical model to research the behavior characteristic, and validate by the data of the advertisement puts.First, this paper utilizes the method of criterion research, to study the behavior about two decision-making processes of doing or not doing advertisement and increasing or reducing advertising devotion from the theory. The research indicates: about the question of doing or not doing the advertisement, the irrational maker will follow the others, while the herd behavior will not appear among the rational maker. The risk loathing manager will consider the decision-making of other managers more on the process of deciding to increase or reduce the advertising devotion under the situations that his reward is affected by his and others' achievement, and make the decision following the others.Second, in the base on demonstrating the existence of enterprise advertisement herd behavior, further analyzes its reason and the influence factor, and proposes the corresponding countermeasure suggests in order to consummate the advertisement market transaction behavior, avoids disadvantageous influence which the herd behavior brings.Finally, through collecting the enterprises which has changed advertisement devotion on the two newspapers of computer world and the Chinese computer from November 2004 to July 2005, this article surveys the enterprise advertisement herd behavior using the LSV research method. The results indicate: the enterprise advertisement devotion herd behavior exists, and the degree of herd behavior is...