Research On The Impact Of Strategic Social Responsibility On The Financial Performance Of Yanzhou Coal Mining Company Limited

With the global wealth increasing and people's concern about the sustainable development of society,the cross integration of corporate social responsibility movement and the enterprise strategy management has emerged,and the derived strategic social responsibility has become a research hotspot in recent years.How to achieve sustainable competitive advantage by performing social responsibility to improve the financial performance is also the focus of enterprises.At present,the research results on strategic social responsibility are mainly based on the experience of developed countries,and lack of background research with Chinese characteristics.Moreover,most of the existing results are based on theoretical research,empirical research is too scarce.Therefore,it is particularly necessary to study the impact of strategic social responsibility on financial performance under the background of enterprise system in China.Taking Yanzhou Coal Mining Company Limited as the research object,this paper studies the relationship between strategic social responsibility and financial performance for the purpose of improving financial performance,which is based on sustainable development theory,stakeholder theory and competitive advantage theory.The financial performance of Yanzhou Coal Mining Company Limited is evaluated by analysing the performance of the strategic social responsibility and financial status.Taking the coal companies listed in Shanghai and Shenzhen A-share market in2010-2019 as the research sample,collecting released social responsibility reports of enterprise as main data source,selecting prospective environmental protection and strategic philanthropy as research dimension of strategic social responsibility,and using the regression analysis method to verify the impact of strategic social responsibility on financial performance.The results show that the implementation of forward-looking environmental protection behavior can significantly improve the financial performance,and the larger the scale of environmental protection investment,the more obvious the improvement of financial performance.However,fulfilling strategic charitable responsibility has no obvious effect on financial performance,and the combination of proactive environmental behavior and strategic philanthropic responsibility can not promote financial performance.On the basis of actual analysis,a horizontal and vertical analysis about Yanzhou Coal Mining Company Limited's strategic social responsibility performance is maked.This result points out that the forward-looking environmental protection investment in the implementation of strategic social responsibility is unstable,whichdoes not match the development level of the enterprise,and other problems,such as forward-looking environmental protection investment is single,technological innovation is not significant,strategic philanthropic investment greatly fluctuates,and social benefits are not obvious.Ultimately,some strategies to improve the financial performance of Yanzhou Coal Mining Company Limited and achieve the unification of social and economic benefits are proposed.For example,steadily improving forward-looking investment in environmental protection based on the development level of enterprises,expanding the way of forward-looking environmental protection investment and increasing investment in technological innovation,and strategically planning public welfare activities.This paper enriches the research on the relationship between strategic social responsibility and financial performance,and provides reference for enterprises to plan strategic social responsibility to achieve sustainable development.The thesis has 12 figures,22 tables and 59 references.