Research On The Impact Of Corporate Financial Performance Relating To Significant Donations

The "14th Five-Year Plan" often highlighted the importance of social responsibility,urging businesses to take part in social welfare and public charity activities,particularly for clothing businesses.Donations can have a great effect on the success of the enterprise and its reputation.The public’s voice for corporate social responsibility is burgeoning,and value has a considerable effect.Donating to a company is a critical means of achieving social accountability.Many companies participate in various corporate donation projects.The main goal of the company is to make profits,and financial performance effectively reflects this fundamental requirement of the company.Therefore,it is of practical importance to study a series of issues such as the internal correlation,impact mechanism and impact results between major corporate donations and financial performance.This paper selects Anta Group,a representative enterprise in Chinese sportswear industry,as the research object.Having read and researched a great deal of pertinent theoretical literature,we firstly interpret the ideas and theories concerning major corporate donations and financial performance,then concentrate on a thorough theoretical examination based on reputation transmission theory and stakeholder theory,and finally analyze the mechanism of the effect of corporate donations on financial performance.Secondly,by studying the sustainability reports of Anta Group in recent years,we focus on a series of items of major donations and analyse the path of major donations affecting financial performance with Anta Group as a specific case.Corporate donations can enhance brand influence to promote business growth,increase corporate reputation to alleviate financing constraints and reduce employee turnover to improve operational efficiency.In recent years,Anta Group has increased its investment in corporate giving.This paper analyses the before and after changes in Anta Group’s financial performance from 2017 to 2021 mainly through book and market indicators;Anta Group’s giving has continued to increase during this period and its financial performance has risen at the same time;using a comparative study method,Anta’s giving data and key financial indicators are compared with the industry average,and Anta Group’s giving amount and financial performance are better than the industry average;then using Tobin’s Q indicator,the changes in corporate Tobin’s Q index and the comparative analysis of the same industry,Anta Group’s market value after increasing its giving is also better than the industry average.Finally,the paper makes a comprehensive summary from the aspects of the correlation,ways and results of major corporate donations on financial performance,and reveals the positive impact of major corporate donations on financial performance.On the basis of the summary,this paper further puts forward some reasonable suggestions for enterprises to make major donation decisions,in order to provide valuable theoretical and practical references for enterprises to make major donation decisions.At the end of the paper,the shortcomings of the research process and results are pointed out,and the future prospect of the research content is put forward.