An Empirical Study on the Relationship Between Advertising Spending, Network Channel and Retail Enterprise Performance

Abstract

Theoretical analysis shows that advertising spending, network channel performance is related with the retail enterprise, this article uses the data of listed companies in 2015 retail research retail business advertising spending in China and the relationship between corporate performance and the network channels opened in the retail business performance, the conclusion, found that advertising spending influence on the performance of retail enterprises under the influence of retail enterprise scale, retail enterprise scale is larger, the more advertising spending, retail enterprise performance, the better; Network channels to the opening of the negative influence to the retail business performance, but advertising spending more enterprises open network channels will promote the retail business performance. Retail enterprises should base on their own actual decision-making and should not blindly follow the trend to pay for a large number of advertising expenses and open network channels.