| Study on the relationship between corporate advertising efficiency and export--Based on the perspective of firm heterogeneityTake the micro enterprises of manufacturing industry as research object, this paper analyzed the relationship between advertising efficiency and export from the perspective of firm heterogeneity by using the micro enterprise data during2001to2007. Making a contrast on advertising efficiency of different industries after measuring corporate advertising efficiency, and then investigate the relationship between firm heterogeneity and export by establishing panel data model.This paper mainly studies the relationship between the heterogeneity of enterprise advertising efficiency and export by taking total factor productivity, firm size and profitability into account. In order to explore deeper, this paper divided the samples into groups according to industry, region and the nature of enterprise, and then carried out estimation to each group. In the end of the paper, main conclusion and policy suggestions were put forward.The empirical results show that:there is positive correlation between advertising efficiency and export in our country’s manufacturing industry, enterprises with higher advertising efficiency are more likely to export, which is more obvious in foreign enterprises in the eastern region. In terms of the type of industry, the influence of advertising efficiency on export is biggest when in the technology-intensive industry, followed by capital-intensive industry, and then is labor-intensive industry."Productivity paradox" exists in most manufacturing enterprises in China; namely, enterprises with higher total factor productivity do not export, while enterprises with lower total factor productivity tend to export. The profitability and firm size of the export manufacturing enterprises are much higher than the non-export enterprises, the impact of profitability and firm size on enterprises’export decision is positive. |
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