Research Article
Analysis of Enterprise Marketing Performance Based on Stata Software
@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
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.