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厂商在广告决策中面临着特别多的不确定性,这使得“理性决策”十分困难。考虑到“理性”资源的稀缺性,厂商可能放弃复杂的理性计算,转而按照文化传统来进行选择。本文引入人类学的“族群”概念(基本含义为“文化共同体”),以广东省为例,研究族群文化对厂商广告决策的影响。广东省有三个族群:讲粤语的广府族群、讲客家话的客家族群、讲闽南方言的福佬族群(以潮汕人为主体),他们在华人经济圈占有举足轻重的地位。分析发现,混合族群区企业的广告密度与广府企业没有显著差异,客家、福佬企业的广告密度则显著低于广府企业,这主要是因为广府文化和混合文化对民营企业和外资企业的广告投入有促进作用。此外,厂商在广告决策当中并不像经济学理论所认为的那样,充分考虑各种复杂的经济因素,而只遵循三条简单的经验法则:①“出了新产品就做广告”;②“产品卖不出就做广告”;③“不用自己推销就不做广告”。本文表明,目前中国厂商的一些决策并不是高度理性化的,而是在很大程度上遵循着文化传统和经验法则。
Manufacturers are faced with a particularly large number of uncertainties in advertising decisions, which makes “rational decision ” is very difficult. Taking into account the scarcity of “rational ” resources, manufacturers may give up the complex rational calculations, in accordance with the cultural tradition to choose. This paper introduces the concept of “ethnic group” in anthropology (the basic meaning is “cultural community”), and takes Guangdong Province as an example to study the influence of ethnic culture on manufacturers’ advertising decisions. There are three ethnic groups in Guangdong: the Cantonese-speaking Cantonese-speaking Hakka ethnic group, the Hakka ethnic group speaking Hakka dialect, and the Fukuo ethnic group in the southern Taiwanese dialect (mainly Chaoshan), which hold a pivotal position in the Chinese economic circle. The analysis shows that the advertising density of mixed-race enterprises is not significantly different from that of Guangfu enterprises, while the advertising density of Hakka and Fukia enterprises is significantly lower than that of Guangfu enterprises, mainly because Guangfu culture and mixed culture have a negative impact on private enterprises and foreign-funded enterprises The advertising investment has a catalytic role. In addition, firms do not consider the complicated economic factors as much as the economic theories hold. They follow only three simple rules of thumb: 1) “Advertise with new products”; 2 “Product can not be advertised ”; “Do not advertise yourself without their own ”. This article shows that at present, some decisions made by Chinese manufacturers are not highly rationalized, but to a large extent follow the cultural traditions and rules of thumb.