Study On Marketing Strategy Of Mact Brand

Recent years,the world has paid much attention on corporate profitability.A large amount of research reveals the characteristics of high-quality enterprise development,and explores the benefits/effects and the efficiency of corporate profitability.After China's economic growth entering a new era,it has highlighted the quality and sustainability of economic development.In addition to improve production levels and solve endogenous management problems,enterprises also need to consider the impact of external economic cycles,and the influence of suppliers and customers on the survival and orientation of enterprises.From the perspective of corporate behavior,cooperation with what kind of object and cooperation in which way is the result of the transformation of enterprise value and the formation of production mode.While establishing production and sales channels for products,firms may also be influenced by the characteristics of upstream and downstream enterprises.This effect can be mutual-choosing different suppliers and customers at different stages of economic growth.Simultaneously,the phenomenon that enterprises manipulate surplus using upstream and downstream relations has already brought risks.which have already produced subversive results to some extent.This paper first introduces the background of China's economic development in new era,describing some phenomena that exists in the actual business circumstances.Secondly,it reviews the concept and the theoretical framework of earning management,compares the differences between evolution of accrued earnings management and real earnings management,summarizes the existing research results,outlines the enterprise cooperation theory and life cycle theory under the framework of modern enterprise theory,and develops the earnings management hypothesis from the perspective of supplier and customer characteristics of listed companies.This paper collects data,including names/registerd capital/registation time of suppliers and customers,from published A-share listed companies' audited annual report from 2014 to 2016 and the national enterprise credit information publicity system,matches the corresponding transaction amount and years,and looks for the relationship between collected data.Finally,this thesis takes the modified Jones model and the Roychowdhury model to measure accrued surplus and the real surplus,and establishes the OLS regression tostudy the degree of earnings manipulation from the perspective of suppliers and customers separately in various categories of enterprises.Through empirical research and logical verification,the article mainly draws two important conclusions:(1)The more differences between the registered capital and the purchase-sale discrepancy,the higher the degree of earnings management in the listed company;(2)the closer between the established date of organization and their actual business occurrence date,the higher the degree of earnings management in the listed company.Through further investigating characteristics of industries/of suppliers and customers,this paper expands the research dimension in the field of earnings management,reveals the possible earnings management path of listed companies,and provides rational suggestions to the listed companies on their the internal control and risk prevention and management.