An Empirical Study Of Effects About Corporate Social Responsibility On Performance Of Media Listing Companies In China

The media industry in our country is a political and economic dual property of special industries,decided to its social benefit and economic benefit of double benefit.On the one hand,the media industry focus on sustainable development,realize economic benefit;On the other hand,the media industry as an important part of cultural industry,in such aspects as cultural transmission,public opinion guide plays an important role,its ideology attribute determines the should give priority to with social benefits,social responsibility.Media companies actively undertake social responsibility,set a good corporate image,can help the improve soft power,in the fierce market competition occupy the initiative,and then a steady stream of economic profits,improve the performance of the company.On the other hand,the media fails to perform the social responsibility of company,will harm the image of enterprises,and gradually lose credibility,is not conducive to improve corporate performance,is unfavorable to the company long-term development.As the market is increasingly competitive,the media industry in recent years there are many loss of the phenomenon of social responsibility,at the same time,according to the China corporate social responsibility report(2015),according to the culture media industry than other industries released from the quantity and quality of corporate social responsibility report is wildly optimistic.The media industry,therefore,how to better fulfill social responsibility,in order to achieve the coordinated development of social and economic benefits of become the focus of this article.Based on the stakeholder theory,in this paper,select 32 listed media companies a total of 3 years 2013-2015 of data as the research sample,select shareholders,creditors,employees,suppliers,customers,government,social public,a total of seven aspects of stakeholders as the secondary indicators of corporate social responsibility,and select indicators of accounting such as "Return on Total Assets" and "Return on Equity" as a measure of corporate performance indicators of the media listed companies,to conduct an empirical study of effects about corporate social responsibility on corporate performance of media listing company in China.Using the SPSS23.0 to conduct correlation test and regression analysis for variables,the study found that:to perform the social responsibility to shareholders and the government have significant positive correlation with corporate performance;and for creditors,suppliers,customers,and the social public,to perform social responsibility have no significant positive correlation with corporate performance;But for employees,to perform the social responsibility has significant negative correlation relationship with corporate performance.What is more,the performance of corporate social responsibility of listed companies will affect the current corporate performance and the next corporate performance,embodied in:the effect weakened over time about social responsibility to shareholders to the next corporate performance;to creditors,suppliers,customers,government,the social public,the social responsibility of the staff has a lagged effect on corporate performance.Based on the research conclusion,starting from the reality of the listed company of media analysis the reasons from this conclusion,and put forward some suggestions to promote the media listed companies realize the double harvest of social benefits and economic benefits.