基于社会环境信任度调节效应的中西方企业价值观念、推崇策略与企业绩效关系研究

The Empirical Research on the Relationship among Enterprise Values,Promoting Strategy and Enterprise Performance in Chinese and Western Enterprises——Based on the Regulation Effect of the Trust Degree of Social Environment

基于中国情境下116家中国企业和80家西方企业的调查样本数据,探讨了中西方企业价值观念-推崇策略-企业绩效的作用机理,并进一步分析了社会环境信任度的调节效应。研究结果表明,中国企业在价值观念上更偏向于人本观,西方企业在价值观念上更偏向于物本观;人本观念下的企业在推崇策略上更偏重于关系策略,物本观念下的企业则更偏重于品牌策略;推崇关系策略的企业往往更重视短期绩效,推崇品牌策略的企业则倾向于长期绩效的提升;社会环境信任度在企业价值观念-推崇策略-企业绩效之间具有重要的调节作用。研究结果从另一个侧面解释了为何中国缺乏世界知名品牌且企业的平均寿命要低于西方企业这一基本现实问题,对中国企业的健康发展具有一定的参考和借鉴意义。

This article discusses the mechanism of the Chinese and Western enterprise values-promoting strategies-enterprise performance,and analyzes the regulation effect of the trust degree of social environment based on the survey sample data of 116 Chinese enterprises and 80 Western enterprises.The main results are as follows.Chinese enterprises prefer to being human-centered as their values rather than being material-centered as is advocated by Western enterprises.Enterprises under the human-centered are focusing on guanxi in promoting strategy,but the enterprises under material-centered on brand.The enterprises of promoting guanxi often pay more attention to the short-term performance,but the enterprises of promoting brand value look for the long-term performance.The trust degree of social environment has an important regulatory role in enterprise values-promoting strategyenterprise performance.Also,the results explain why China is lacking of world famous brands and the average life expectancy of its enterprises is shorter than Western enterprises＇.It provides some real solutions that can promote the development of Chinese enterprises.