摘要
本文采用内容分析法获取52家金融机构营销力度数据,建立了Logit二元选择计量模型,以极大似然法估计参数,发现企业年金投资管理机构遴选结果与申请机构的营销活动有显著的关联性,营销活动能够有效提高成功的概率。
A binary choice model was set up with the marketing force data of 52 financial institutions grasped with content analysis and maximum likelihood estimation was used. The regression result shows that marketing is significantly correlated with result of enterprise annuity investment management institution selection and can improve the possibility of success.
出处
《财贸研究》
北大核心
2006年第1期98-102,共5页
Finance and Trade Research
基金
联合国开发计划署(UNDP)资助(项目编号:CPR/01/331)。
关键词
营销关联性
内容分析
二元选择模型
企业年金
marketing correlation
content analysis
binary choice model
enterprise annuity
