公益营销与企业盈利能力——基于策略性慈善捐赠的视角

The Effects of Cause-Related Marketing on Profitability:In Perspective of Donation

笔者基于策略性慈善捐赠的视角,以中国沪市356家上市公司2009年～2011年的面板数据为研究样本,分别采用OLS模型、固定效应模型、随机效应模型,检验了我国上市公司的公益营销与其盈利能力之间的量化关系。实证结果证实,以总资产收益率、净资产收益率、每股收益3个财务性指标衡量企业盈利能力,则企业本年度的慈善捐赠与其盈利能力之间存在着显著的正相关关系。分析表明,我国上市公司的公益营销与其盈利能力在短期内存在着互相促进、共同发展的关系。

With the panel data of China’s 345 listed corporations over the period from 2009 to 2011,this paper analyzes the relation between cause-related marketing and profitability by OLS model,fixed effects model and random effective model.The results show significant positive correlation between cause-related marketing and profitability of the listed companies with the measurement of ROA,ROE,and EPS.In general,there is simultaneous causality between cause-related marketing and profitability.