Research On The Influence Of Enterprise Strategic Charitable Donation On Enterprise's Competitive Advantage

In the modern society, the economic developed rapidly, corporate social responsibility was promoted to paying more attention of the public, and corporate donation as the main performance of the way of corporate social responsibility. There are a series of problems, and even some companies failed to realize the impact of charitable donations to the enterprise competitive advantage, with the implementation of a donation or not will not charitable donations in the enterprise strategy, yet in the study is not the mainstream theory can give enterprise to solve this problem, so that the enterprises in our country's food safety issues is highlighted today, in homeland and abroad the study of enterprise strategic philanthropy and competitive advantage is not from the people's care about the food industry to explore the relationship, and most of the studies are limited to the discussion of philanthropy, also did not directly study enterprise how to charitable giving rise to the height of the corporate strategy, past studies are general corporate charitable donations in corporate social responsibility to discuss the relationship between corporate social responsibility and enterprise competitiveness, without considering the enterprise donation as a form of corporate social responsibility for the impact of enterprise competitive advantage.This article will focus on this phenomenon, the listed companies of our country in the food industry enterprise strategic philanthropy is how to affect the competitive advantage ultimately through the intermediate variable of corporate social responsibility. To search analysis and do the research, enterprise to choose the food industry in our country the concrete data of listed companies, to the enterprise charity through the intermediate variable of corporate social responsibility affect enterprise competitive advantage using factor analysis and structural equation model to examine the method of empirical analysis verify its scientific nature, combine qualitative research and quantitative research, corporate philanthropy influence factors by giving strength, the way of donation and donor area and the donation amount to measure, corporate social responsibility can be divided into internal and external social responsibility to measure the factors of competitive advantage through enterprise return on assets, return on sales, sales growth, market share and industry concentration index measure, it is concluded that corporate philanthropy has a significant positive correlation to the enterprise competitive advantage, finally gives the industry enterprise on charitable giving opinions and Suggestions, help them to raise their competitive advantage, also to some extent enrich the research about the problem.