营销投入对我国乳制品生产企业的福利效应----基于均衡移动模型分析

IIn this paper,based on the data of dairy industry( including raw milk, liquid milk, milk powder) in China from 2010 to 2013 ,we can establish the corresponding equilibrium displacement model. Under the impact of exogenous variables such as marketing investment study the change when the market demand increased by 1%. We can draw the following conclusions:(1) the marketing investment has a significant positive effect on dairy consumption, but 1% increase in marketing investment can only lead to 0.7% of the consumption increase;(2) increase the same proportion of marketing investment, the surplus production of liquid milk accounts for 74% of the increase of marketing investment, and the milk powder only accounts for 6%. Therefore, the increase of marketing investment in the liquid milk sector is more conducive to the increase of the producer surplus than milk powder in the whole industry.