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本文主要介绍了广告与产品质量关系的重要研究成果及最新发展,梳理了主要的理论模型和观点。从效率信号效应、重复购买效应、质量保证效应三个方面,阐述了厂商在不同情况下的广告策略选择。本文认为,研究广告作为质量信号的作用有助于企业重新认识广告推广产品的有效性、增强对市场的理性认识,这对指导企业制定有利的竞争策略有较大的现实意义。
This article mainly introduces the important research results and the latest development of the relationship between advertising and product quality, and sorts out the main theoretical models and perspectives. From the aspects of efficiency signal effect, repetitive purchase effect and quality assurance effect, this paper elaborates the vendor’s advertising strategies in different situations. This paper argues that studying the role of advertising as a quality signal helps companies to re-understand the effectiveness of advertising products and enhance their rational understanding of the market. This is of great practical significance in guiding enterprises to formulate favorable competitive strategies.