TITLE:
Advertising Competition in Mixed Oligopoly: From the Perspective of Shareholding Reform of China’s State-Owned Enterprises
AUTHORS:
Qian Zhang, Hongjin Xiang
KEYWORDS:
Shareholding Reform, Social Welfare, Advertising Competition, State-Owned Enterprises
JOURNAL NAME:
Theoretical Economics Letters,
Vol.13 No.2,
April
10,
2023
ABSTRACT: The model of considering state-owned enterprises
with shareholding reform in the mixed oligopoly market is considered to compete
with private enterprises in advertising, and the impact of the proportion of
state shares on advertising competition is explored. We found that within a
certain range, with the increase in the proportion of state-owned shares, the
advertising level of state-owned enterprises and private enterprises is
declining, and the advertising level of the entire industry is declining. The
impact of state-owned shares on output and profits was also explored. Finally,
the changes in the market advertising level before and after the shareholding
reform were compared, and it was found that the advertising level of the market
after the reform was higher than that before the reform.