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企业管理者、投资者以及研究者对于“企业社会绩效能否为企业带来财务绩效”这一主题都未能得出令人信服的答案。文章基于营销战略视角,考察企业社会绩效对企业财务绩效的影响效应,并进一步探索营销能力的调节效应,即解释对于营销能力不同的企业而言,企业社会绩效与财务绩效的关系呈现出何种差异。以2010-2014年中国上市公司作为研究样本,运用回归模型进行实证检验,得出企业社会绩效与财务绩效的关系并不显著,然而,对于营销能力较强的企业而言,企业社会绩效却能够转化为直接的财务绩效。
Business managers, investors, and researchers fail to come to convincing answers to the topic “Can social performance of businesses generate financial performance for the enterprise?” Based on the perspective of marketing strategy, the article examines the impact of corporate social performance on corporate financial performance and further investigates the regulatory effect of marketing capabilities, ie explaining how the relationship between corporate social performance and financial performance appears for firms with different marketing capabilities difference. Taking the listed companies in China for 2010-2014 as the research sample and empirical test using the regression model, it is concluded that the relationship between corporate social performance and financial performance is not significant. However, for the enterprises with strong marketing ability, the corporate social performance can Translate into direct financial performance.