企业公众形象与企业绩效的关系研究

Research on the relationship of the Corporate Public Image and Corporate Performance

本文以"中国最佳企业公众形象奖"的获奖企业为例,运用事件研究法和回归分析法,对企业公众形象与企业绩效之间的关系进行了实证检验。研究结果表明:对于事件后的企业绩效,获得良好企业公众形象的企业要明显好于未获得的企业;并且,良好的企业公众形象会降低后期企业绩效对前期企业绩效的敏感度。另外,良好的前期企业绩效将有助于企业获得良好的企业公众形象。这一结论将有助于进一步加强企业塑造和维持企业良好公众形象的积极性,促进我国市场经济的和谐发展。

Based on the data of listed companies in ＂The Best Corporate Public Image＂,this paper examines the relationship between corporate public image and corporate performance by means of event studies and regression analysis.The conclusion is that companies that have achieved good corporate public image enjoy higher post corporate performance than those that haven’t.The higher corporate public image is,the higher their post corporate performance.In addition,good corporate public image can reduce the sensitivity of post corporate performance to preperformance,and good preperformance also can help companies have good corporate public image.Our conclusion can improve the enthusiasm of establishing and maintaining corporate public image,and promote the harmonious development of market economy.