近年来，慈善公益捐赠越来越受到重视，企业慈善捐赠能够在社会困难救济、帮 扶助学、防疫救灾等方面做出重要贡献。企业积极参与社会慈善捐赠活动，不仅是企 业应当履行的社会慈善责任，也是企业葆有市场竞争力的有效途径。尤其是现今我国 制造业在资源与劳动力等方面的优势逐步消失，要实现中国制造由重制造转向中国品 牌升值，将品牌营销纳入企业的可持续发展战略规划与运营中显得尤其重要。 本文从企业慈善捐赠行为的战略性入手，依据财务战略管理理论，研究分析制造 业企业实施战略性慈善捐赠行为的内生与外生因素。从信号传递理论角度将战略性慈 善捐赠行为当作一种信号，在传递过程中会增加企业的“曝光率”，塑造企业的“价 值观道德资本”，进而促进消费者对品牌的认同感及购买意向；同时相关慈善信息也 是企业向市场释放企业当前良好运营状态的信号，因此本文探究在此作用下产生的增 值效应。首先通过回顾梳理各权威机构对声誉评价的相关文献，对企业声誉的评价维 度进行对比分析，归纳出影响企业品牌声誉资产的因素。在此基础上对影响企业品牌 声誉指数维度进行分层次量化处理，构建品牌声誉相应的指标维度，并根据各指标的 重要性程度进行权重赋值，实现品牌声誉指数的量化处理。其次通过对国内外品牌声 誉影响的相关文献分析，探索战略性慈善捐赠价值效应的影响因素和影响企业品牌声 誉的控制变量，本文就此提出假设即战略性慈善捐赠行为可以促进企业品牌声誉增值， 构建出相关回归模型来验证假设。通过实证验证战略性慈善捐赠行为的经济效应与企 业品牌声誉增值的关系，得出以下结论：实施战略性慈善捐赠的制造业企业能够正向 促进企业品牌声誉增值，并且企业战略性慈善捐赠行为的经济效果受广告营销能力高 低的影响，具有一定营销能力的企业能够将产品和品牌服务高锲合度地融入到慈善捐 赠活动中，将企业良好形象有效地传递到产业链的相关利益者中，从而引起企业的内 外部价值增值，使企业品牌声誉增值效应效果更为明显。 本文可能贡献在于：（1）研究方法上：与已有理论分析与推导方式不同，本文从 会计学角度对品牌声誉进行可量化处理，提高声誉评价的可操作性，进而实证检验企 业实施战略性社会慈善捐赠对品牌声誉产生的声誉增值效应；（2）研究内容上：在已 有学者对慈善捐赠对企业价值研究的基础上，从声誉机理新思路探索企业战略性慈善 捐赠的价值效应，将企业社会慈善责任的履行价值延伸到无形资产领域；与此同时引 入营销能力的中介作用，验证了在企业营销能力的调节作用下，企业慈善捐赠对品牌 产生声誉增值的影响作用。 关键词：战略性慈善捐赠，营销能力，声誉增值价值，品牌声誉 II CorporateStrategicCharititableDonationandIts BrandReputationEffect —EmpiricalResearchBasedonA-ShareListed Companies Abstract Inrecentyears,moreandmoreattentionhasbeenpaidtocharitabledonations. Corporatecharitabledonationscanmakeanimportantcontributiontosocialrelief, education,epidemicpreventionanddisasterrelief.Theactiveparticipationofenterprises insocialcharitydonationisnotonlytheresponsibilityofenterprisestofulfilltheirsocial responsibility,butalsoaneffectivewayforthemtomaintaintheirmarket competitiveness.Inparticular,nowadaystheadvantagesofChina'smanufacturing industryinresourcesandlaborforcearegraduallydisappearing.Inordertorealizethe transformationfrommanufacturinginChinatoChinesebrandappreciation,itis particularlyimportanttobringbrandmarketingintothesustainabledevelopmentstrategic planningandoperationofenterprises. Basedonthetheoryoffinancialstrategicmanagement,thisarticlestudiesand analyzestheendogenousandexogenousfactorsformanufacturingenterprisesto implementstrategiccharitabledonationbehavior.Onthebasisofsignaltransmission theory,duringthetrasmissionofthestrategiccharitabledonationbehaviorandother relatedinformation,itwillincreasethe"exposurerate"ofenterprises,shapethe"value andmoralcapital"ofenterprises,thenfurtherpromoteconsumers'brandidentityand purchaseintention;Atthesametime,therelevantcharityinformationisalsoagood chanceforenterprisestoreleaseitsgoodoperationstatustothemarket,whichproduces thecorrespondingvalue-addedeffect.Firstly,byreviewingandsortingouttherelevant literatureofreputationevaluationsystemofvariousauthoritativeprofessionalinstitutions, theevaluationdimensionsofcorporatereputationarecomparedandanalyzed,andthe factorsaffectingcorporatebrandreputationassetsaresummarized.Onthisbasis,the dimensionsofinfluencingenterprisebrandreputationindexarequantifiedindifferent levels,andthecorrespondingindexdimensionsofbrandreputationareconstructed,and theweightofeachindexisassignedaccordingtotheimportance,soastorealizethe quantificationofbrandreputationindex.Thispaperproposesthehypothesisthatstrategic charitabledonationcanpromotetheappreciationofcorporatebrandreputation.Through theanalysisofrelevantliteratureontheimpactofstrategiccharitabledonationonbrand III reputationbothathomeandabroad,thispaperconstructstheinfluencingfactorsofthe valueeffectofstrategiccharitabledonationandthecontrolvariablesofcorporatebrand reputation,andconstructsaregressionmodeltofurtherverifytherelationshipbetween theeconomiceffectofstrategiccharitabledonationandthevalue-addedofcorporate brandreputation,Theconclusionsareasfollows:themanufacturingenterprises implementstrategiccharitabledonationcanpositivelypromotethetheappreciationof theirbrandreputation;Moreover,theeconomiceffectofcorporatestrategiccharitable donationbehaviorisaffectedbythelevelofitsadvertisingandmarketingability. Enterpriseswithcertainmarketingabilitycanintegrateproductsandbrandservicesinto charitabledonationactivitieswithhighcohesion,andalsocaneffectivelytransferthe goodimageoftheenterprisetotheinformationnetworkofstakeholdersintheindustrial chain,causingtheinternalandexternalvalueincrementoftheenterprise,furthermorethe effectofbrandreputationappreciationismoreobvious. Thepossiblecontributionsofthispaperliesin:(1)Intermsofresearchmethod,itis differentfromtheexistingtheoreticalanalysisanddeductionmethods,thispaper quantifiesbrandreputationfromtheperspectiveofaccountingtoimprovetheoperability ofreputationevaluation,andthenempiricallyanalyzesandteststhereputation appreciationeffectofstrategicsocialcharitabledonationonbrandreputation;(2)Interms ofresearchcontent,onthebasisofexistingscholars'researchoncorporatevalueof charitabledonation,thispaperexploresthereputationvalueeffectofcorporatestrategic charitabledonationfromthenewideaofreputationmechanism,andextendsthe fulfillmentvalueofcorporatesocialcharitableresponsibilitytothefieldofintangible assets;Italsointroducestheintermediaryroleofmarketingability,verifytheimpactof corporatephilanthropyonbrandreputationundertheregulationofcorporatemarketing ability. Keywords:StrategicPhilanthropy,Marketingcapacity, Manufacturingindustry,Brandreputat IV 目录 中文摘要..............................................................................................................................I Abstract............................................................................................................................II 第一章绪论........................................................................................................................1 1.1研究背景与意义...................................................................................................1 1.1.1研究背景....................................................................................................1 1.1.2选题意义....................................................................................................3 1.2文献综述...............................................................................................................4 1.2.1关于企业战略性慈善捐赠的动机研究....................................................4 1.2.2关于企业战略性慈善捐赠的影响因素研究............................................5 1.2.3关于企业战略性慈善捐赠的经济效果的研究........................................6 1.2.4关于企业战略性慈善捐赠与企业品牌声誉的研究................................7 1.2.5文献述评....................................................................................................8 1.3研究方法与研究思路...........................................................................................9 1.3.1研究内容....................................................................................................9 1.3.2研究方法..................................................................................................10 1.3.3研究思路.......