【作者】 张红梅；

【Author】 Zhang Hongmei;School of Management, Tianjin University;Management Science and Engineering Management College, Guizhou College of Finance and Economics;

【机构】 天津大学管理学院； 贵州财经学院管理科学与工程管理学院；

【摘要】 将贵州省卷烟销售网络建设作为特定事件,运用事件研究法,就卷烟销售网络建设对营销增长的影响进行了实证分析。结果显示:在事件窗口内,贵州省卷烟销售量各月平均累计异常收益率出现两次明显跃升,CARt值从0上升至0.6;T检验结果进一步证实了卷烟销售网络建设的营销增长效应是显著的。更多还原

【Abstract】 In this paper, constructing the cigarettes’ sales network in Guizhou is regarded as a specific event. Using the event study method, the influence of constructing the cigarettes’ sales network to marketing growth is studied empirically. The empirical result shows, in the event window, the average monthly cumulative abnormal return of the sales volume of cigarette in Guizhou has two jumps obviously, and the value of CAR from 0 go up to about 0.6. The result of T test further confirms that the marketing growth effect of constructing cigarettes’ sales network is remarkable.更多还原