本文選題：專用性投資 + 公司聲譽(yù)　； 參考：《成都理工大學(xué)》2012年碩士論文

【摘要】：近年來(lái)，我國(guó)產(chǎn)品安全危機(jī)事件頻現(xiàn)，各行業(yè)由產(chǎn)品傷害危機(jī)所引發(fā)的行業(yè)性聲譽(yù)危機(jī)成為關(guān)注的焦點(diǎn)。本文立足我國(guó)現(xiàn)實(shí)的制度背景與市場(chǎng)特征，直面企業(yè)產(chǎn)品市場(chǎng)聲譽(yù)危機(jī)，從企業(yè)專用性投資與企業(yè)聲譽(yù)內(nèi)在關(guān)系視角分析企業(yè)聲譽(yù)形成機(jī)理，透視聲譽(yù)危機(jī)產(chǎn)生的根本性原因，回答了“企業(yè)聲譽(yù)形成的根本路徑及影響因素，專用性投資與企業(yè)聲譽(yù)的內(nèi)在邏輯關(guān)系”這兩個(gè)命題。 本文以專用性投資與公司聲譽(yù)內(nèi)在邏輯關(guān)系為研究主線。通過(guò)理論演繹，清晰界定了專用性投資、公司聲譽(yù)這兩個(gè)關(guān)鍵概念，，并建立理論模型，選擇效果較優(yōu)的結(jié)構(gòu)方程模型，運(yùn)用指標(biāo)體系，并結(jié)合中國(guó)產(chǎn)品市場(chǎng)與消費(fèi)者對(duì)產(chǎn)品危機(jī)的反應(yīng)，選取食品、醫(yī)藥、家電三個(gè)行業(yè)進(jìn)行實(shí)證檢驗(yàn)。在理論分析與實(shí)證檢驗(yàn)的基礎(chǔ)上，結(jié)合我國(guó)制度背景，通過(guò)優(yōu)化專用性投資結(jié)構(gòu)，構(gòu)建聲譽(yù)管理體系，實(shí)施聲譽(yù)管理戰(zhàn)略，提升企業(yè)聲譽(yù)。 本文的主要研究?jī)?nèi)容： 通過(guò)理論演繹，認(rèn)為“專用性投資”是企業(yè)為改善經(jīng)營(yíng)效率、建立和維護(hù)特定交易關(guān)系、增強(qiáng)核心競(jìng)爭(zhēng)力、提升聲譽(yù)而對(duì)專用性資產(chǎn)進(jìn)行的品牌資本投資、RD投資、廣告投資、非殘值性生產(chǎn)投資等戰(zhàn)略性投資，是對(duì)專用性資產(chǎn)的合理配置與資產(chǎn)結(jié)構(gòu)的優(yōu)化匹配，是向利益相關(guān)者提供可置信承諾、表現(xiàn)實(shí)現(xiàn)承諾的動(dòng)機(jī)和能力，是對(duì)企業(yè)聲譽(yù)建設(shè)管理的投入和聲譽(yù)信息的傳遞；“公司聲譽(yù)”是利益相關(guān)者對(duì)企業(yè)履行自然契約與社會(huì)契約的綜合評(píng)價(jià)，是企業(yè)利益相關(guān)者之間制衡關(guān)系作用的結(jié)果，是企業(yè)對(duì)利益相關(guān)者承諾的可置信度，是企業(yè)對(duì)產(chǎn)業(yè)鏈關(guān)鍵環(huán)節(jié)專用性投資效應(yīng)的積累。 基于利益相關(guān)者理論，構(gòu)建了公司聲譽(yù)形成鏈與反哺鏈模型，用以解析企業(yè)專用性投資與公司聲譽(yù)的內(nèi)在邏輯關(guān)系。引入可置信承諾，構(gòu)建專用性投資、可置信承諾與公司聲譽(yù)SCR互動(dòng)模型，認(rèn)為公司聲譽(yù)表現(xiàn)為承諾可置信度與專用性投資結(jié)構(gòu)綜合影響的結(jié)果，且公司聲譽(yù)隨著專用性投資結(jié)構(gòu)的不斷優(yōu)化、承諾可置信度的不斷提高而逐漸提升。 在理論模型的基礎(chǔ)上，通過(guò)設(shè)計(jì)專用性投資、公司聲譽(yù)變量指標(biāo)體系，構(gòu)建專用性投資與公司聲譽(yù)結(jié)構(gòu)方程模型，選取食品、醫(yī)藥、家電三個(gè)行業(yè)上市公司2006-2010年數(shù)據(jù)作為實(shí)證研究樣本，對(duì)專用性投資與公司聲譽(yù)的關(guān)系進(jìn)行實(shí)證研究。實(shí)證分析結(jié)果顯示：我國(guó)食品行業(yè)和家電行業(yè)上市公司專用性投資與公司聲譽(yù)存在顯著正相關(guān)關(guān)系，醫(yī)藥行業(yè)上市公司專用性投資與公司聲譽(yù)存在較為顯著的正相關(guān)關(guān)系。 針對(duì)實(shí)證結(jié)果，結(jié)合我國(guó)現(xiàn)實(shí)制度背景和市場(chǎng)特征，從系統(tǒng)工程視角，遵循聲譽(yù)形成的內(nèi)在邏輯，從宏觀監(jiān)督管制、中觀產(chǎn)業(yè)布局、微觀企業(yè)管理三個(gè)層面構(gòu)建了“企業(yè)主導(dǎo)、政府引導(dǎo)、公眾參與”的金字塔聲譽(yù)系統(tǒng)管理體系。宏觀層面，建立與中國(guó)經(jīng)濟(jì)體制、社會(huì)背景、利益主體能力、市場(chǎng)特征相匹配的政策法規(guī)與企業(yè)聲譽(yù)危機(jī)處突預(yù)案，完善聲譽(yù)監(jiān)管體系，為企業(yè)聲譽(yù)戰(zhàn)略實(shí)施營(yíng)造良好氛圍。中觀層面，通過(guò)將企業(yè)與其上、下游企業(yè)鏈接起來(lái)，構(gòu)建企業(yè)聲譽(yù)共享網(wǎng)絡(luò)，同時(shí)優(yōu)化產(chǎn)業(yè)鏈區(qū)域空間布局，使產(chǎn)業(yè)鏈關(guān)鍵環(huán)節(jié)專用性投資在企業(yè)聲譽(yù)建立與維護(hù)過(guò)程中發(fā)揮集成效應(yīng)，成為產(chǎn)業(yè)鏈節(jié)點(diǎn)企業(yè)專用性投資優(yōu)化配置的重要平臺(tái)，從而實(shí)現(xiàn)產(chǎn)業(yè)鏈關(guān)鍵環(huán)節(jié)專用性投資結(jié)構(gòu)動(dòng)態(tài)優(yōu)化，促進(jìn)企業(yè)聲譽(yù)持續(xù)提升。微觀層面，借鑒戰(zhàn)略平衡計(jì)分卡思想，將企業(yè)應(yīng)對(duì)聲譽(yù)危機(jī)的理念與企業(yè)實(shí)施聲譽(yù)戰(zhàn)略落實(shí)到具體行動(dòng)中，構(gòu)建企業(yè)聲譽(yù)戰(zhàn)略實(shí)施路徑和操作框架，通過(guò)優(yōu)化專用性投資結(jié)構(gòu)，實(shí)施聲譽(yù)戰(zhàn)略，提升公司聲譽(yù)，增強(qiáng)公司聲譽(yù)持續(xù)提升能力與聲譽(yù)競(jìng)爭(zhēng)力。 本文可能的貢獻(xiàn)體現(xiàn)在：（1）從利益相關(guān)者視角，建立了基于利益相關(guān)者的公司聲譽(yù)形成鏈與反哺鏈模型，從公司聲譽(yù)形成與反哺過(guò)程中描述了專用性投資與公司聲譽(yù)的內(nèi)在邏輯關(guān)系，并引入可置信承諾，構(gòu)建了專用性投資、可置信承諾與公司聲譽(yù)SCR互動(dòng)模型；（2）在實(shí)證研究方法上，選擇了結(jié)構(gòu)方程模型，從財(cái)務(wù)指標(biāo)視角構(gòu)建了專用性投資與公司聲譽(yù)關(guān)系指標(biāo)體系和結(jié)構(gòu)方程模型；（3）從宏觀監(jiān)督管制、中觀產(chǎn)業(yè)布局、微觀企業(yè)管理三個(gè)層面構(gòu)建“企業(yè)主導(dǎo)、政府引導(dǎo)、公眾參與”的金字塔聲譽(yù)系統(tǒng)管理體系。 在總結(jié)已有研究的基礎(chǔ)上，本文對(duì)我國(guó)上市公司專用性投資與公司聲譽(yù)的關(guān)系進(jìn)行了理論分析與實(shí)證研究，取得了一些研究成果，但是受理論知識(shí)與時(shí)間的限制，本文還存在一些局限：（1）構(gòu)建的專用性投資、可置信承諾與公司聲譽(yù)SCR互動(dòng)模型只是給出了一個(gè)大體框架，沒(méi)有嚴(yán)謹(jǐn)?shù)臄?shù)理邏輯推演，存在不嚴(yán)密之處；（2）本文研究樣本只選取了食品、醫(yī)藥、家電三個(gè)行業(yè)，沒(méi)有考慮更多的行業(yè)，需要進(jìn)一步擴(kuò)展；（3）由于指標(biāo)量化與數(shù)據(jù)可得性等因素，模型指標(biāo)選取只限于企業(yè)財(cái)務(wù)指標(biāo)，未能充分考慮所有利益相關(guān)者對(duì)公司聲譽(yù)的評(píng)價(jià)影響，因而研究結(jié)果受到局限，需要進(jìn)一步拓展完善公司聲譽(yù)評(píng)價(jià)指標(biāo)體系。
[Abstract]:In recent years, the crisis of product safety in our country has been frequent, and the industry reputation crisis caused by the product damage crisis has become the focus of attention. This paper, based on the institutional background and market characteristics of our country, directly faces the reputation crisis of the enterprise product market, and analyzes the enterprise reputation from the perspective of the intrinsic relationship between the private investment and the reputation of the enterprise. The two propositions of "the fundamental path and influencing factors of the formation of corporate reputation and the inherent logical relationship between the private investment and the reputation of the enterprise" are answered by the formation mechanism.
This paper focuses on the inner logical relationship between private investment and corporate reputation. Through theoretical deduction, we clearly define the two key concepts of private investment and corporate reputation, establish a theoretical model, choose a more effective structural equation model, use the index system, and combine the Chinese product market and the consumer to the product crisis. Three industries of food, medicine and household appliances are selected for empirical test. On the basis of theoretical analysis and empirical test, combining with the institutional background of our country, the reputation management system is constructed and reputation management strategy is implemented to improve the reputation of the enterprise by optimizing the special investment structure.
The main contents of this paper are as follows:
Through theoretical deduction, it is considered that "special investment" is a strategic investment, such as brand capital investment, RD investment, advertising investment and non residual value production investment to improve business efficiency, establish and maintain specific transaction relations, enhance core competitiveness, enhance reputation and carry out brand capital investment for special assets. The optimal match of the asset structure is to provide the stakeholders with a credible commitment, the motivation and ability to demonstrate the realization of the commitment, the transfer of the investment and reputation information of the enterprise reputation construction management, and the "corporate reputation" is the comprehensive evaluation of the stakeholders on the performance of the natural contract and the social agreement by the stakeholders, and is between the stakeholders of the enterprise. The result of checks and balances is the reliability of the commitment of the stakeholders to the stakeholders, and is the accumulation of the specific investment effect of the key links in the industrial chain.
Based on stakeholder theory, the corporate reputation formation chain and the back feeding chain model are constructed to analyze the internal logical relationship between the firm's private investment and the company reputation. The confidence commitment is introduced to build a specific investment, and the confidence commitment and the company reputation SCR interaction model are established. As a result of the comprehensive impact of the capital structure, the company's reputation has gradually improved with the continuous improvement of the specific investment structure and the continuous improvement of the commitment.
On the basis of the theoretical model, through the design of special investment and the company reputation variable index system, we construct the equation model of special investment and company reputation structure, select the 2006-2010 year data of three listed companies of food, medicine and household appliances as empirical research samples, and make an empirical study on the relationship between the specific investment and the reputation of the company. The results show that there is a significant positive correlation between the private investment of the listed companies in the food industry and the household electrical appliances industry and the reputation of the company. There is a significant positive correlation between the special investment of the listed companies in the pharmaceutical industry and the reputation of the company.
In view of the empirical results, combined with the actual system background and market characteristics of our country, from the perspective of system engineering and following the internal logic of reputation formation, the Pyramid reputation system management system of "enterprise leading, government guidance, public participation" is constructed from the three levels of macro supervision control, meso industrial layout and micro enterprise management. The policies and regulations that match the Chinese economic system, the social background, the interests of the main body, the market characteristics and the crisis of the corporate reputation crisis, improve the reputation supervision system, and create a good atmosphere for the implementation of the reputation strategy. Optimizing the regional spatial distribution of industrial chain, making the key link of the key link of the industrial chain play an integrated effect in the process of establishing and maintaining the reputation of the enterprise, is an important platform for the optimal allocation of special investment in the industrial chain node enterprises, thus realizing the dynamic optimization of the special investment structure of the key link of the industrial chain and promoting the continuous promotion of the enterprise reputation. At the micro level, using the idea of Strategic Balanced Scorecard, the concept of enterprise reputation crisis and enterprise implementation reputation strategy are implemented to concrete action, and the implementation path and operation framework of corporate reputation strategy are constructed. By optimizing the special investment structure, implementing reputation strategy, raising the reputation of the company, enhancing the company's reputation and enhancing its ability to continue to improve its reputation. Reputation competitiveness.
The possible contributions of this paper are as follows: (1) from stakeholder perspective, the company reputation forming chain and back feeding chain model based on stakeholder are established, and the internal logical relationship between private investment and corporate reputation is described in the process of corporate reputation formation and feedback, and confidence commitment is introduced to build a specific investment and credible commitment. With the corporate reputation SCR interaction model; (2) in the empirical research method, the structural equation model is selected, the index system and the structural equation model of the special investment and the company reputation are constructed from the perspective of financial indicators. (3) the "enterprise leading, the government guidance" is constructed from the macro supervision control, the medium view industrial layout and the micro enterprise management in three levels. Public participation "Pyramid reputation system management system.
On the basis of summarizing the existing research, this paper makes a theoretical analysis and Empirical Study on the relationship between private investment and corporate reputation of Listed Companies in China, and has obtained some research results. However, limited by the theoretical knowledge and time, there are some limitations in this paper. (1) the special investment is constructed, and the confidence commitment and the company reputation SCR are mutual. The dynamic model only gives a general framework, there is no rigorous mathematical logic deduction, and there is imprecision. (2) this paper only selects three industries as food, medicine and household appliances, without considering more industries and needs further expansion; (3) the selection of model indexes is limited to enterprises due to factors such as quantitative index and data availability. The financial indicators of the industry have not fully taken into account the impact of all stakeholders on the reputation of the company, so the research results are limited, and we need to further develop and improve the index system of the reputation of the company.
【學(xué)位授予單位】：成都理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F276.6;F224

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