Research On The Influence Mechanism Between Corporate Marketing Costs And Operating Performance

With the development of economic and society,commodity market changed from the original seller’s market into the buyer’s market now which is dominated by consumers. In the super competitive environment,the phenomenon of product homogeneity is serious,so a successful marketing strategy will enable the enterprise to increase the product sales,brand awareness,and market share. Marketing as an important management part in modern enterprise,its status is paid more and more attention by entrepreneurs and scholars. At present, the researches on marketing qualitative are more enough, but seldom in quantitative. Most of corporate marketing decisions are still based on traditional empirical,which just focus on the total cost of marketing but ignore the different marketing activities’ effect on corporate performance. All of these will lead to poor corporate marketing effectiveness and marketing costs of inputs and outputs do not match. Therefore,respectively by enterprise industry and life cycle for two different research perspectives,this paper will deeply study of the influence mechanism between corporate marketing costs and operating performance.Firstly,the concept of corporate marketing costs and corporate performance had been defined and the relevant research about corporate marketing costs and operating performance had been reviewed. Then,the paper analyzed the influence mechanism between corporate marketing costs and operating performance from enterprise industry perspective and life cycle perspective. On this basis,a number of hypotheses were put forward in this paper. Finally,used manufactories’ 2014 disclosed data which listed in Shanghai Stock Exchange main board empirically tested these hypotheses. Through combining the theoretical methods with empirical methods, the paper obtained the relationship between corporate marketing costs and operating performance.Through theoretical analysis and empirical testing,the paper came to the following conclusions: Firstly,the corporate marketing costs have a positive effect on operating performance and among different marketing activities,the advertising costs have the most effect on operating performance. Secondly,in different industries,marketing costs have different influence on operating performance in which the life materials manufactories play a more significant role than the production materials manufactories do. At the same time,in life materials manufactories the advertising costs have the most positive effect on operating performance than other activities’ costs do, but in production materials manufactories the public relationship costs have the most positive effect on operating performance than other activities’ costs do. Thirdly,in different corporate life cycles,marketing costs have the different effect on operating performance as well,in which the growing corporations have the most positive influence than the mature and recessionary corporations do. Meanwhile,in growing corporations the advertising costs have the most positive effect on operating performance and in mature corporations the public relationship costs have the most positive effect on operating performance but in recessionary corporations the advertising costs have the most negative impact on operating performance.