The Research On The Influence Of Non-Price Competition Behavior On The Market Structure Of Chinese Automobile Industry

After years of rapid development,China's automobile industry has entered a mature stage,the industry competition structure and market structure has undergone profound changes.Advertising and innovation as commonly used non-price behaviors of enterprise are becoming more and more important in the fierce competition.There are many researches on the influence of non-price competition on the market structure,but little domestic scholars have studied the impact of the non-price competition behavior on the market structure from the enterprise level.This paper will focus on analysing the effect of these two kinds of non-price behavior of enterprises on China's auto industry market structure from the enterprise level.Firstly,this paper analyzes the mechanism of advertising and innovation on the market structure,that advertising mainly through the formation of economies of scale,product differentiation and brand effects and other barriers affect the market structure,innovation mainly by promoting the marginal cost reduction,product quality improvement and product opening to influence the market structure effect.And then this paper analyzes the current situation of China's auto industry market structure and the advertising and innovation behavior in the market.In view of the current situation of the automobile industry market structure,it will analysis mainly from the product differentiation,market entry and exit barriers and industrial concentration.And we will analysis non-price competition behavior of enterprises,mainly from the automotive market research and innovation and advertising marketing performance.The analysis of the innovation behavior of the automobile industry includes the analysis of the basic situation,the analysis of the innovation model and the trend analysis.The advertising behavior analysis mainly elaborates the overall situation of the automobile advertising industry and the status of the advertising media selection.Finally,empirical research is carried out.The empirical study selects the data of 23 listed vehicle manufacturing enterprises in China from 2009 to 2015 as the samples.From the enterprise microcosmic level,the enterprise market share is taken as the index to reflect the market structure,the enterprise advertisement intensity and R&D intensity As reflections of corporate advertising and innovation behavior indicators,constructed a panel data model for regression analysis.The regression results show that firm intensity and R&D intensity have a significant negative correlation with market share,and product price index and enterprise management level have significant positive correlation with market share.According to the results of regression analysis,this paper puts forward the policy recommendations to enhance the competitiveness of enterprises: one is to formulate a reasonable advertising strategy,the other is to improve the technology research and development capabilities,the third is to improve enterprise management levels.