本文旨在分析研發投資及廣告投入對廠商獲利能力的影響。資料採用台灣經濟新報資料庫，2000年至2014年台灣上市、上櫃之製造業廠商資料，並將製造業分成傳統與非傳統兩大類別。過往的文獻指出研究發展及廣告的投資，對廠商獲利能力有正向的影響。本文的模型分成理論模型及實證模型，先利用代理變數及最小平方法(OLS)估計收益函數之係數，再根據廠商獲利能力發展函數並使用非線性最小平方法(NLLS)估計研發投資及廣告投入對廠商獲利能力的影響。並以此模型為主要架構，根據廠商的獲利能力發展函數來做延伸，主要包含四個項目分別探討：廠商規模、廠商年齡、廠商出口值多寡的影響、廠商生產的類型分為中間財及最終財。研究結果顯示廠商可透過本期研發投資提升下期的獲利能力；而本期廣告投入在增進下期獲利能力上較沒幫助。

This research aims to analyze the impact of R&D and advertising investment on firm revenue productivity. We use the data from the TEJ database and focus on the public listed manufacturing firms in Taiwan during the period from 2000 to 2014. The manufacturing sector is divided into two categories of traditional and non-traditional. Based on past studies, we find that R&D and advertising investment have a positive impact on firm revenue productivity. In this research, the model is separated into theoretical model and empirical model. First, we use proxy variable and OLS to estimate the coefficient of revenue function. Next, according to revenue productivity evolution function, we use NLLS to estimate the influence of R&D and advertising investment on firm revenue productivity. Furthermore, revenue productivity evolution function is extended to be four parts, including firm size, firm age, exporting sales and intermediate goods or final goods. The empirical results demonstrate that firms can improve their revenue productivity through R&D but not advertising investments.

第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的 3
第二章 文獻回顧 5
第三章 資料敘述 9
第四章 研究方法 16
第一節 研發投資及廣告投入對廠商獲利能力的估計 16
4.1.1 理論模型 16
4.1.2 實證模型 18
第二節 延伸分析 20
4.2.1 廠商規模 20
4.2.2 廠商年齡 21
4.2.3 出口活動 22
4.2.4 中間財與最終財 22
第五章 研究結果 24
第一節 研發投資及廣告投入對廠商獲利能力的估計結果 24
第二節 延伸分析估計結果 25
5.2.1 廠商規模估計結果 25
5.2.2 廠商年齡估計結果 27
5.2.3 出口活動估計結果 28
5.2.4 中間財與最終財估計結果 31
5.2.5 廣告效果估計結果 32
第六章 結論 33
參考文獻 35

中文部分
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賴景昌，林國仕(2004)，「知識經濟」，科學發展，第377期：頁58-63。

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