摘要
坚定文化自信不仅能增强国家软实力,还能凝聚民族力量,推动国家繁荣发展.坚持走以民族品牌为主的发展道路已成为"国潮"服饰行业企业的重要战略选择.文章应用事件研究法,以发生"国潮"服饰事件的4家港股上市公司为研究对象,分析其市场效应.研究发现,发生正向民族情感事件的公司能产生显著正市场效应,发生负向民族情感事件的公司存在显著负市场效应,可见出现正、负向民族情感事件公司的市场效应具有显著差异,由此提出公司应借助正向民族情感事件提升自身价值,力避负向民族情感事件,避免价值损失;投资者应重视民族情感事件,以规避投资风险.
Abstract
Adhering to cultural confidence not only enhances a country's soft power,but also consolidates national strength and promotes national prosperity and development.Adhering to the development path of focusing on national brands has become an important strategic choice for the"China-Chic"clothing industry enterprises.This paper uses the event study method to analyze the market effect of four Hong Kong-listed companies that have experienced the"China-Chic"clothing event.The study found that companies with positive national sentiment events can produce significant positive market effects,and companies with negative national sentiment events have significant negative market effects.It is thus clear that the market effects of companies with positive and negative national sentiment events are significantly different.Accordingly,it proposes that companies should rely on positive national emotional events to enhance their own value,and avoid negative national emotional events to avoid value loss;investors should pay attention to national emotional events to avoid investment risks.
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