社会责任信息披露与双元营销对企业绩效的影响研究

发布时间：2018-05-09 13:25

本文选题：社会责任信息披露 + 营销双元　；参考：《合肥工业大学》2017年硕士论文

【摘要】：社会责任的履行和营销能力是企业获取竞争优势和提升绩效的重要途径。社会化媒体的日益流行,信息传播更快更广,给企业带来了机遇与挑战。社会化媒体使得企业社会责任的履行和信息披露情况,更易被公众所知晓,为了维护良好的企业形象,提升绩效,探究社会化媒体在社会责任信息披露对绩效影响中的作用机理,具有一定的意义。同时,社会化媒体中蕴含的大数据信息可以支持企业的营销探索和营销开发,满足不断变化的消费者需求,进而提升绩效。因此,有必要探究大数据管理技术在双元营销对企业绩效影响中的调节作用。本文主要完成以下工作:(1)现有研究表明,企业若是履行社会责任会被媒体报道,获得政府和社会公众支持。相反,若是企业出现社会责任问题,也会被媒体关注报道,直接关系到企业的发展。在充分借鉴社会责任信息披露与绩效关系研究成果的基础上和社会化媒体的视角下,结合利益相关者理论、信息不对称理论和企业声誉理论,提出研究假设,构建回归模型,以国内上市公司为研究样本,探讨社会化媒体在企业社会责任信息披露与财务绩效影响关系中的中介效应。(2)基于营销理论、双元理论与大数据资源观,将探索与开发及双元理论与营销研究相结合,对营销探索、营销开发和大数据管理技术的内涵与构成维度进行了探索,构建双元营销对企业绩效的影响模型,采取现场访谈和线上线下问卷调查的方法收集数据,研究营销探索与开发及其双元性对企业绩效的影响,重点探究大数据管理技术在其中的调节作用机理。研究结果表明,社会责任信息披露的水平越高,社会化媒体对企业关注度越高,绩效也越好;社会化媒体在企业社会责任信息披露对绩效的影响中有着部分中介作用,负向媒体报道起着完全中介效应,而非负向媒体报道不具中介效应;营销探索和开发对企业绩效均存在显著的正向影响,二者的平衡效应提升绩效而交互效应产生负向影响,大数据管理技术在营销探索与开发及双元性与企业绩效的关系都存在正向调节作用。最后,根据本文的研究结论,提出管理启示与建议。
[Abstract]:The performance and marketing ability of social responsibility is an important way for enterprises to gain competitive advantage and improve their performance. The increasing popularity of social media and the faster and wider dissemination of information bring opportunities and challenges to enterprises. Social media make corporate social responsibility performance and information disclosure more easily known to the public, in order to maintain a good corporate image, improve performance, It is of certain significance to explore the mechanism of social media in the social responsibility information disclosure on the impact of performance. At the same time, the big data information contained in social media can support the marketing exploration and marketing development of enterprises, meet the changing needs of consumers, and then improve performance. Therefore, it is necessary to explore the regulatory role of big data management technology in dual marketing on corporate performance. The main work of this paper is as follows: 1) existing research shows that if enterprises fulfill their social responsibility, they will be reported by the media and supported by the government and the public. On the contrary, if corporate social responsibility problems, will also be media attention, directly related to the development of enterprises. Based on the research results of the relationship between social responsibility information disclosure and performance and the perspective of social media, combined with stakeholder theory, information asymmetry theory and corporate reputation theory, this paper puts forward the research hypothesis and constructs a regression model. Based on marketing theory, dual theory and big data's view of resources, this paper discusses the intermediary effect of social media in the relationship between corporate social responsibility information disclosure and financial performance. Combining exploration and development, dual theory and marketing research, this paper probes into the connotation and composing dimension of marketing exploration, marketing development and big data management technology, and constructs a model of the influence of dual marketing on enterprise performance. By means of on-the-spot interview and online and offline questionnaire survey, this paper studies the influence of marketing exploration and development and its duality on enterprise performance, and focuses on the regulating mechanism of big data's management technology. The results show that the higher the level of social responsibility information disclosure, the higher the social media pay attention to the enterprise, the better the performance; social media in corporate social responsibility information disclosure on the impact of performance has a part of intermediary role, Negative media reports play a complete intermediary effect, but not negative media reports have no intermediary effect. Marketing exploration and development have significant positive effects on enterprise performance. Big data's management technology plays a positive role in marketing exploration and development as well as the relationship between duality and enterprise performance. Finally, according to the conclusion of this paper, the management enlightenment and suggestions are put forward.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F270;F274

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