企业绿色营销投资与绩效回报研究——基于中国上市林业企业经验数据

通过建立假设模型,研究中国上市林业企业绿色营销投资与绩效回报的关系,搜集中国上市林业企业数据进行测试得出:企业闲余资金和企业规模对企业绿色营销投资都有积极影响,而且两者共同作用也对绿色营销投资产生影响;企业多元化经营性质不同,相关多元化经营和非相关多元化经营的企业进行绿色投资,在营业额和企业最终净利润上得到的回报不同。

Researching on Green Marketing Investment and Performance Return——Basing on the experience statistics of Chinese listed forestry companies

The thesis is aimed at researching the relationship between green marketing investment that is done by Chinese listed forestry companies and their performance return. The statistics of Chinese forestry listed companies are collected and tested and finally the conclusions as follow are reached.First firm slack resource and firm size separately have positive impact on the green marketing investment,and as a whole,their influence on it. Second,the different type of firms' multi-operation like related multi-operation and unrelated multi-operation will get different feedback from product market and enterprises' final management result when green investment is implemented.