学校代码：10378密级：
分类号：
硕士学位论文
广告对居民消费的空间溢出效应研究
学号：3201900597
学生姓名：王静
学位类别：管理学硕士
专业名称：市场营销
研究方向：市场营销
导师姓名：任玲玉
二○二二年六月
School code ：10378Security：
Classification：F270
A study of the spatial spillover effects of
advertising on residential consumption
Student ID：3201900597
Name：Wang Jing
Degree category：Master of Management
The professional name：Marketing
Research direction ：Marketing
Tutor’s name：Ren Lingyu
June，2022
广告对居民消费的空间溢出效应研究
摘要
消费、投资和出口是拉动经济增长的三驾马车。近年来，中美贸易战、新冠疫情
等一系列突发事件和国际事件，使国际社会经济形势复杂多变，对中国进出口贸易和
国内外直接投资产生重大不利影响，投资和出口增长几乎停滞，消费在经济增长中发
挥着越来越重要的作用。党的十九届五中全会针对国家的经济发展提出了双循环战
略，以国内大循环为主体，和国际外循环共同组成双循环格局。居民消费是国内大循
环的出发点和落脚点。因此，提升居民消费水平，升级消费结构，是国内大循环有效
运转的有力保障。大量研究表明，广告对居民消费水平的提升有着显著效果。然而广
告对居民消费水平提升的作用机制，广告对居民消费结构的升级有没有显著作用，研
究较少。因此，研究广告对居民消费水平提升和广告对居民消费结构升级的作用机制
具有一定的理论意义和实践价值。
本文整理了中国2000年-2019年31个省市的不同居民消费水平和广告投入强度
等面板数据，构建了空间杜宾模型，分析研究了广告强度对居民整体型消费、居民生
存型消费和居民发展享受型消费的提升效应，探讨了广告强度对周边省市居民整体型
消费、居民生存型消费、居民发展享受型消费是否存在溢出效应；并计算了每个省市
广告强度增加一个单位对其他省市居民消费水平增加的强度大小。研究发现：（1）
广告强度对于居民整体型消费有着比较显著的直接效应，对居民生存型消费没有直接
效应，对居民发展享受型消费有着非常显著的直接效应。（2）广告强度对居民发展
享受型消费有着显著的溢出效应，对居民整体型消费和居民生存型消费没有溢出效
应。（3）广告强度给居民发展享受型消费带来的溢出效应远大于直接效应；（4）广
告强度对邻近省市居民发展享受型消费的溢出效应随距离增大存在衰减趋势。本文相
对应地提出一些政策建议：国家相关部门出台有利于中国广告行业健康发展的政策，
以提升居民整体消费水平，同时升级我国居民的消费结构；企业广告目标受众应集中
于发展享受型消费者群体；由于广告存在空间溢出效应，企业可以成立省际广告联盟
以发挥广告协同效应。
关键词：广告强度；居民消费水平；消费结构升级；空间溢出效应
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广告对居民消费的空间溢出效应研究
ABSTRACT
Consumption,investment and exports are the three driving forces of economic
growth.In recent years,a series of unforeseen events and international incidents,such
as the Sino-US trade war,the New Crown epidemic have made the international
socio-economic situation complex and volatile,with a significant adverse impact on
China's import and export trade and domestic and foreign direct investment,with
investment and export growth almost stagnating and consumption playing an
increasingly important role in economic growth.The Fifth Plenary Session of the 19th
Party Central Committee proposed a double-cycle strategy for the country's economic
development,with the domestic grand cycle as the mainstay and the international
external cycle together forming a double-cycle pattern.Resident consumption is the
starting and ending point of the domestic grand cycle.Therefore,raising the level of
consumption and upgrading the consumption structure is a strong guarantee for the
effective operation of the domestic circulation.Numerous studies have shown that
advertising has a significant effect on raising the level of consumption.However,
there is less research on the mechanism of the effect of advertising on the increase of
residents'consumption level,and whether advertising has any significant effect on the
upgrading of residents'consumption structure.Therefore,it is of certain theoretical
significance and practical value to study the mechanism of the effect of advertising on
the increase of residents'consumption level and the upgrade of residents'consumption
structure.
This paper collates panel data on different levels of residents'consumption and
advertising input intensity in 31provinces and cities in China from 2000to 2019,
constructs a spatial Durbin model,analyses and studies the effect of advertising
intensity on the upgrading of residents'overall consumption,residents'survival
consumption and residents'development enjoyment consumption,explores whether
there is a spillover effect of advertising intensity on residents'overall consumption,
residents'survival consumption and residents'development enjoyment consumption
in neighbouring provinces and cities;and explores whether there is a spillover effect
of advertising intensity on the upgrading of residents'overall consumption,residents'
survival consumption and residents'development enjoyment The study also explored
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ABSTRACT
whether there was a spillover effect of advertising intensity on the overall
consumption,subsistence consumption and development and enjoyment consumption
of residents in neighbouring provinces and municipalities,and calculated the
magnitude of the increase in the intensity of advertising intensity by one unit in each
province and municipality on the increase in consumption of residents in other
provinces and municipalities.The study found that:(1)advertising intensity has a
relatively significant direct effect on the overall consumption of residents,no direct
effect on the subsistence consumption of residents,and a very significant direct effect
on the development and enjoyment consumption of residents.(2)Advertising
intensity has a significant spillover effect on residents'developmental enjoyment
consumption,and no spillover effect on residents'overall consumption and residents'
subsistence consumption.(3)The spillover effect of advertising intensity on residents'
developmental enjoyment consumption is much greater than the direct effect;(4)The
spillover effect of advertising intensity on residents'developmental enjoyment
consumption in neighbouring provinces and cities tends to decay with increasing
distance.This paper proposes some policy recommendations:the relevant state
departments should introduce policies that are conducive to the healthy development
of China's advertising industry,so as to raise the overall consumption level of
residents and upgrade the consumption structure of Chinese residents;the target
audiences of enterprises'advertisements should be focused on the development of
enjoyment-oriented consumers;as there is a spatial spillover effect of advertisements,
enterprises can set up inter-provincial advertising alliances to bring into play the
synergy effect of advertisements.
.KEY WORDS:Advertising intensity；Level of consumption；Upgrading of
consumption structure；Spatial spillover effects
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