本文關(guān)鍵詞： 汽車企業(yè)社會(huì)責(zé)任 客戶價(jià)值 利益相關(guān)者理論 跨國(guó)企業(yè)社會(huì)責(zé)任　出處：《長(zhǎng)安大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著全球資源緊張,環(huán)境惡化,社會(huì)可持續(xù)發(fā)展的問(wèn)題越來(lái)越受到國(guó)家和大眾的重視。社會(huì)對(duì)企業(yè)目標(biāo)的認(rèn)知逐漸超越只滿足股東利益的范疇,也應(yīng)該包括對(duì)社會(huì),經(jīng)濟(jì),法律,道德,慈善以及環(huán)境等方面的社會(huì)責(zé)任。我國(guó)汽車產(chǎn)業(yè)發(fā)展迅速,加上汽車生產(chǎn)與銷售涉及鋼鐵、石化等眾多產(chǎn)業(yè),其影響力巨大,而近年來(lái)汽車尾氣排放對(duì)PM2.5的影響受到了空前關(guān)注,所以對(duì)汽車企業(yè)社會(huì)責(zé)任的研究是重要而迫切的。越來(lái)越多的學(xué)者通過(guò)研究發(fā)現(xiàn),消費(fèi)者愿意通過(guò)選擇具有社會(huì)責(zé)任感的企業(yè)的產(chǎn)品來(lái)為社會(huì)環(huán)境作出貢獻(xiàn),企業(yè)積極履行社會(huì)責(zé)任、關(guān)注社會(huì)公眾與環(huán)境對(duì)企業(yè)的形象、聲譽(yù)、客戶的忠誠(chéng)度等都有積極的影響。雖然基于商業(yè)價(jià)值的企業(yè)社會(huì)責(zé)任研究吸引了不少學(xué)者的關(guān)注,但缺少針對(duì)汽車行業(yè)特點(diǎn)的企業(yè)社會(huì)責(zé)任內(nèi)容研究,以及不同的社會(huì)責(zé)任活動(dòng)對(duì)客戶感知價(jià)值的影響等。為了更加深入的探究汽車企業(yè)的社會(huì)責(zé)任行為為企業(yè)帶來(lái)的影響,本文基于大量的文獻(xiàn)和理論基礎(chǔ),建立了企業(yè)社會(huì)責(zé)任新的內(nèi)涵,將其與客戶價(jià)值創(chuàng)造聯(lián)系起來(lái);有針對(duì)性的研究了中國(guó)汽車企業(yè)社會(huì)責(zé)任的內(nèi)容和對(duì)客戶價(jià)值的影響;并考慮品牌性質(zhì)(跨國(guó)/民族)對(duì)這種影響的調(diào)節(jié)效應(yīng)。在相關(guān)理論的基礎(chǔ)上,本文首先建立了針對(duì)汽車企業(yè)的社會(huì)責(zé)任活動(dòng)體系,包括客戶關(guān)系與滿意度、產(chǎn)品質(zhì)量與安全、產(chǎn)品與服務(wù)創(chuàng)新、政府責(zé)任、股東責(zé)任、員工責(zé)任、伙伴責(zé)任、社區(qū)責(zé)任和環(huán)保責(zé)任。通過(guò)問(wèn)卷調(diào)查與數(shù)據(jù)分析得出:按照回歸系數(shù)大小,產(chǎn)品質(zhì)量與安全、客戶關(guān)系與滿意度、環(huán)保責(zé)任、社區(qū)責(zé)任、政府責(zé)任和產(chǎn)品與服務(wù)創(chuàng)新依次對(duì)客戶感知價(jià)值產(chǎn)生顯著影響,股東責(zé)任、員工責(zé)任、伙伴責(zé)任對(duì)客戶感知價(jià)值的影響不顯著,但數(shù)據(jù)還顯示各活動(dòng)之間存在明顯的相關(guān)關(guān)系,說(shuō)明各活動(dòng)相互聯(lián)系,企業(yè)在重視直接影響的同時(shí)也不能忽視對(duì)員工、股東和合作伙伴的責(zé)任。研究還顯示品牌性質(zhì)對(duì)這種影響存在調(diào)節(jié)效應(yīng),由于消費(fèi)者對(duì)跨國(guó)與民族品牌企業(yè)形象和能力認(rèn)知存在差異,跨國(guó)企業(yè)社會(huì)責(zé)任活動(dòng)的影響有蝴蝶效應(yīng),且基于跨國(guó)企業(yè)在發(fā)展中國(guó)家的特殊地位,消費(fèi)者普遍認(rèn)為其應(yīng)該承擔(dān)更多的特殊責(zé)任,所以跨國(guó)品牌汽車企業(yè)的社會(huì)責(zé)任行為對(duì)消費(fèi)者影響效應(yīng)更強(qiáng)�；谘芯拷Y(jié)論,文章的最后提出了對(duì)未來(lái)管理的相關(guān)建議。
[Abstract]:With the shortage of global resources and the deterioration of the environment, the problem of social sustainable development has been paid more and more attention by the state and the public. Legal, moral, charitable, environmental and other social responsibilities. China's auto industry is growing rapidly, and automobile production and sales involve many industries, such as steel, petrochemicals and so on, and its influence is enormous. In recent years, the impact of automobile exhaust emissions on PM2.5 has received unprecedented attention, so the study of automotive corporate social responsibility is important and urgent. Consumers are willing to contribute to the social environment by choosing the products of enterprises with a sense of social responsibility. Enterprises actively fulfill their social responsibilities and pay close attention to the image and reputation of the public and the environment to the enterprises. Although the research on corporate social responsibility based on commercial value has attracted the attention of many scholars, there is a lack of research on the content of corporate social responsibility based on the characteristics of automobile industry. And different social responsibility activities on the impact of customer perceived value and so on. In order to explore the impact of social responsibility behavior of automobile enterprises on enterprises, this paper based on a large number of literature and theoretical basis, This paper establishes the new connotation of corporate social responsibility, links it with customer value creation, studies the content of Chinese automobile enterprise social responsibility and its influence on customer value. Considering the moderating effect of brand nature (transnational / national) on this kind of influence. Based on the relevant theories, this paper first establishes a social responsibility activity system for automobile enterprises, including customer relationship and satisfaction, product quality and safety. Product and service innovation, government responsibility, shareholder responsibility, employee responsibility, partner responsibility, community responsibility and environmental responsibility. Customer relationship and satisfaction, environmental responsibility, community responsibility, government responsibility and product and service innovation have a significant impact on customer perceived value, shareholder responsibility, employee responsibility and partner responsibility have no significant impact on customer perceived value. However, the data also show that there is a clear correlation between the activities, indicating that the activities are interrelated, and enterprises should not ignore the employees while paying attention to the direct impact. The responsibilities of shareholders and partners. The study also shows that the nature of the brand has a moderating effect on this effect because consumers have different perceptions of the image and ability of multinational and national brands. The impact of transnational corporate social responsibility activities is the butterfly effect, and based on the special position of multinational corporations in developing countries, consumers generally agree that they should assume more special responsibilities. Therefore, the social responsibility behavior of multinational brand automobile enterprises has a stronger effect on consumers. Based on the conclusion of the research, the paper finally puts forward some suggestions for future management.
【學(xué)位授予單位】：長(zhǎng)安大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F270;F426.471

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