Corporate Environmental Responsibility And Competitiveness

With the increasingly profound impact of environmental problems on social life,the concept of environmental protection has been promoted from a general sense of public environmental awareness to a mainstream social ideology.Through various top-level system designs,this concept is gradually transformed into the specific performance of various subjects’ respective environmental protection responsibilities in the specific field of social life requirement.As the main participants in the development and operation of market economy,the implementation of corporate environmental responsibility has become the basic content of the realization of the goal of ecological environment protection.In terms of institutional requirements,enterprises are often given the legal obligation to strictly perform their environmental responsibilities.This is because as the main possessor of social resources in the market economy,compared with other market subjects,they have more necessary conditions and corresponding capabilities to maintain and improve the ecological environment by performing their corresponding responsibilities.However,in terms of the actual performance of environmental responsibility,due to the existence of the cost expenditure inevitably caused by the corresponding performance behavior,enterprises often do not choose to take the initiative to bear environmental responsibility,which is a "reasonable" response of enterprises to achieve the ultimate goal of profit pursuit under the market mechanism.Although this response mechanism is "reasonable",it is not conducive to maintaining the market competitiveness of enterprises.It is an opportunistic short-sighted behavior in the market environment.Therefore,we need to analyze the relationship between the performance of environmental responsibility,the promotion of enterprise competitiveness and the longterm development of enterprises.In order to study the relationship between the performance of environmental responsibility and the improvement of competitiveness of enterprises,based on the theory of social exchange,this paper puts forward the basic hypothesis that the performance of environmental responsibility will promote the improvement of competitiveness,and further tests this hypothesis by selecting data,establishing models and using regression analysis.In the process of environmental responsibility acting on competitiveness,it is found that competitiveness is affected by many factors,which can be roughly divided into internal and external enterprises.Starting from the inside of the enterprise,marketing ability,as an effective way to connect the inside and outside,is not only the ability to transform internal resources into real capital through integration,but also the ability to occupy market share and win over competitors,which helps the enterprise’s own competitive advantage.Starting from the outside of the enterprise,the enterprise with a good reputation image can occupy a favorable place in the acquisition of competitive advantage Analysts tracking can improve information asymmetry and serve the corporate image.Therefore,this paper mainly chooses marketing ability and analyst tracking as the adjustment variables of specific analysis.From the perspective of social marketing theory and information asymmetry theory,this paper puts forward the corresponding adjustment effect hypothesis of marketing ability and analyst tracking.Through the relevant results of empirical test,we can get the following conclusions: first,environmental responsibility of enterprises plays a positive role in gaining competitive advantage;second,enterprises with strong marketing ability are more able to play a positive and effective role in the relationship between environmental responsibility and competitiveness;third,analyst tracking is also positively regulating the relationship between environmental responsibility and competitiveness Relationship.Through the analysis of the four variables of environmental responsibility,competitiveness,marketing ability and analyst tracking,this paper finds out the role of environmental responsibility for competitiveness in theory,expands the research scope of environmental responsibility,and brings marketing ability and analyst tracking into the research scope of corporate ethics;in reality,it can help enterprises establish a correct treatment of environmental responsibility We should combine it with the enterprise strategy,promote the enterprise to improve its marketing ability,change its marketing strategy,strengthen the ability of information disclosure,and pay more attention to the authenticity of information disclosure.