摘要
基于信息传递理论,本文构建数字化转型与企业营销投入关系的模型,以2016~2020年沪深A股上市公司数据,中国内地30个省、市、自治区(去掉西藏数据)北京大学数字惠普金融指数进行实证分析,研究结果表明:数字化转型与企业营销投入之间为倒U型曲线关系,在数字化转型初期企业的营销投入随着信息技术建设投入的增加而增多,当数字化转型深化到一定程度,企业营销投入会随着数字化转型的深入而逐渐减少。本文创新性地把数字化转型与企业营销投入结合起来进行研究,丰富了企业营销投入的影响因素和数字化转型的作用机制,并结合中国特殊国情,提出了针对性的管理建议。
Based on the information transmission theory, this paper constructs a model of the relationship between digital transformation and enterprise marketing investment. Using the data of A-share listed companies in Shanghai and Shenzhen from 2016 to 2020, and the digital HP financial index of Peking University in 30 provinces, municipalities and autonomous regions in the mainland of China (excluding Tibet data), this paper conducts an empirical analysis. The results show that the rela-tionship between digital transformation and enterprise marketing investment is an inverted U-shaped curve. At the beginning of the digital transformation, the enterprise marketing invest-ment increases with the increase of information technology construction investment. When the dig-ital transformation deepens to a certain extent, the enterprise marketing investment will gradually decrease with the deepening of the digital transformation. This paper innovatively combines digital transformation with enterprise marketing investment, enriches the influencing factors of enter-prise marketing investment and the mechanism of digital transformation, and puts forward tar-geted management suggestions combined with China’s special national conditions.
出处
《应用数学进展》
2022年第8期5860-5866,共7页
Advances in Applied Mathematics
