Proceedings of the 5th International Conference on Economic Management and Model Engineering, ICEMME 2023, November 17–19, 2023, Beijing, China

Research Article

Analysis of Enterprise Marketing Performance Based on Stata Software

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  • @INPROCEEDINGS{10.4108/eai.17-11-2023.2342733,
        author={Xinxin  Wang and Li  Zhang},
        title={Analysis of Enterprise Marketing Performance Based on Stata Software},
        proceedings={Proceedings of the 5th International Conference on Economic Management and Model Engineering, ICEMME 2023, November 17--19, 2023, Beijing, China},
        publisher={EAI},
        proceedings_a={ICEMME},
        year={2024},
        month={2},
        keywords={marketing investment enterprise performance operating income operating gross profit margin intertemporal effect},
        doi={10.4108/eai.17-11-2023.2342733}
    }
    
  • Xinxin Wang
    Li Zhang
    Year: 2024
    Analysis of Enterprise Marketing Performance Based on Stata Software
    ICEMME
    EAI
    DOI: 10.4108/eai.17-11-2023.2342733
Xinxin Wang1,*, Li Zhang1
  • 1: Shandong Institute of Commerce and Technology
*Contact email: 20050230@sict.edu.cn

Abstract

This article selects Chinese retail listed companies from 2013 to 2022 as research samples and empirically analyzes the impact of sales expenses on corporate performance using a fixed effects regression model using Stata software. Research has found that marketing expenses have a sustained impact on the performance of retail enterprises. On the one hand, there is a positive correlation between the intensity of marketing investment and the gross profit margin of retail enterprises. The greater the intensity of marketing investment, the more conducive it is to improving the gross profit margin of retail enterprises, and this impact has a longer cross period effect. On the other hand, the total amount of marketing expenditure has a certain promoting effect on operating revenue. So, while ensuring the control of total marketing investment, retail enterprises also need to ensure an appropriate intensity of marketing investment to ensure both the gross profit margin and net profit margin of the enterprise.