| As the development of global market economy competition, resource, environment and ecological crisis are becoming increasingly prominent. The problems of resources and environment have become the bottleneck of economic and social development. How to co-ordinate environmental protection and economic development, has become a major issue facing mankind today. It also is our problem of accelerating the transformation of economic development and meeting the growing demand for green consumption in the present stage. The Third Plenary Session of the eighteen proposed "building the beautiful China" as the goal,"to deepen the reform of the system of ecological civilization, accelerate the establishment of ecological civilization system", to promote the construction of ecological civilization. In this context, the green economy is becoming the resonance of all the countries to develop economy. Enterprises as the main body of micro economy, how to adapt to this trend of the green economy development? This gives the fundamental driving force for enterprise development. Innovation has brought more challenges and pressure regardless of the form and connotation. Undoubtedly,"green" innovation, is the inevitable choice for enterprises to adapt to the need of green economic development and meet the enterprise's own sustainable development. Green innovation of enterprises is the inherent requirement and the way of implementation to promote the construction of ecological civilization and strengthen the ecological environmental protection.This paper is divided into six chapters, as follows:The first chapter mainly introduces the background, research significance, research methods and research ideas of this research, and reveals the innovation of this paper and illustrates the difficulty of this research.The second chapter is theoretical basis and literature review. The theoretical basis for this research:first launched the basis of innovation theory, resource view, management attention are expounded in this paper, on the basis of analysis of the factors, the formation of green innovation influence; and then study the relationship through combing the existing research on green innovation and green innovation and enterprise performance by literature review, which lays a theoretical foundation for the green influence factors of constructing innovation model and the theoretical hypothesis.The third chapter is theoretical hypothesis and conceptual model. In this chapter, based on the relevant theoretical literature on the definition of research variables, market orientation, policy orientation, organizational slack, managers focus on the environment, green innovation and business performance; then according to the literature analysis of explanatory variables of market orientation, policy orientation, organizational slack and managers focus on the environment the relationship between the dependent variable, and the green innovation and enterprise performance, and puts forward the corresponding theoretical assumptions; finally, based on the existing theory of hypothesis proposed conceptual model to study.The fourth chapter is the research design and methods. This chapter to conceptual model for scientific and effective data to verify the principle, method, and program design questionnaire used in the study design firstly adopted questionnaire survey, and then introduces the market orientation, policy orientation, organizational slack, management of the environmental concerns, green innovation and enterprise performance variable measurement items forming process; small sample data obtained through the pre investigation, the reliability and validity testing, all the variables measured items were selected and revised the questionnaire, finally formed the formal questionnaire.The fifth chapter discusses the analysis and results. The large sample data obtained are described, a concise understanding of the survey sample, but also on the front to verify hypotheses out; and then analyze the reliability and validity of the data obtained using SPSS, VisualPLS1.04b1and other software, on the basis of the theoretical hypothesis and conceptual model proposed above model empirical test the empirical results; finally to analyze.The sixth chapter is conclusion and prospect research. According to the analysis of the last chapter empirical results, put forward the main research conclusions and policy suggestions; research contributions and concludes the paper; reveal the research limitations and further research directions in the future.The conclusion of the study:First, pay attention to the influence factors of green innovation of enterprises are mainly affected by the policy guidance, market orientation, organizational slack, management of the environment. By the empirical analysis of the results, the four factors influencing the fitting of green product innovation and green technology innovation degree were0.529and0.538, these four factors that have higher explanatory power of green product innovation and green technology innovation. In this paper, based on the existing research, from the enterprise internal and external two aspects to explore, constructs a theory framework for the analysis of the influencing factors of the green innovation of enterprises, the main driving force explained the influence of enterprise green innovation. In the study, more from the environmental regulation, single factor or market demand analysis, no analysis of the formation of a clear framework, but also the relative lack of empirical support for the theoretical study, this paper studies to a certain extent, make up for the lack of.Second, the green innovation of enterprises can significantly improve the economic performance of enterprise. Study on green innovation and enterprise performance have not yielded consistent results, and the differences are mainly reflected in the green innovation of enterprises will help the enterprise economic performance. In classical economics represented by scholars, most think the green innovation of enterprises will reduce the enterprise economic performance, because they think the green innovation for public and environmental benefits and can't be transformed into enterprise performance, it would cost the implementation of green innovation occupy the enterprise economic business will become the company's negative, to reduce the enterprise performance and competitiveness. In recent years, there are many scholars study shows that green innovation helps to improve the economic performance of enterprise. As mentioned above, this study also confirms that there is a positive correlation between the implementation of economic performance of green innovation and enterprise, especially the green product innovation at the present stage is significantly positive to corporate economic performance. Therefore, the green innovation enterprises should have a comprehensive understanding of the right. At present, the ecological resources, the deterioration of the environment has caused widespread concern in the community, many enterprises Chinese products due to environmental indicators exceed the standard and market was shut sb., believe that enterprise products will face more stringent market access standards for enterprises to implement green, so green innovation be imperative. At present, because many entrepreneurs know more negative on green innovation, many enterprises did not seriously consider environmental issues into the strategic level to consider, this will further hinder the development of enterprise. Therefore, enterprises should have a correct understanding of green innovation, the first action to occupy the green market, and promote enterprise's economic performance and the ability of sustainable development.Third, market orientation has positive effects on green innovation. The impact of market orientation on green innovation China enterprises, whether green product innovation and green technology innovation have been verified, that is to say,"market oriented green" can promote the enterprise green innovation. This is mainly because customer orientation can promote enterprises to carry out green product innovation and green technology innovation. Therefore, should actively advocate green consumption, foster consumer awareness of green consumption, thus promoting enterprise independent innovation of green. At the same time as the implementation of green innovation of enterprise competition, enterprises in order not to lose market share, will also improve the production, the implementation of green innovation, therefore, in a fair and reasonable competition in the market, competitor orientation will promote enterprises to carry out green product innovation and green technology innovation, so perfecting the market competition mechanism is the key to improve the green innovation of enterprises the. Therefore, in order to realize green innovation path, speed up the transformation of economic development mode, and promote the construction of ecological civilization in the process, market must play the decisive role.Fourth, policy orientation has significant effect on green innovation. Policy orientation regardless of the green product innovation and the innovation of green technology innovation plays a significant and positive effect, suggesting that the government to formulate a scientific and environmental protection, energy saving, energy saving regulations, policy, in promoting the process of enterprises "green" play a very good supervision and guidance. Previous research of green innovation of many literatures shows that, environmental regulation is whether green enterprises the main driving factors of influence. This paper introduced the research focus on the environment of market factors, organizational slack resources and management, found that the policy factors will be weakened, according to the existing theory and practice investigation showed that this is mainly because the green policy more will urge the enterprises to carry out green reaction's help, because they do not follow the environmental regulation of the enterprise is difficult to escape the government's environmental punishment. But the existing green policies on enterprise innovation incentive of enterprise that is insufficient, therefore, the government should increase the fiscal, taxation and financial and other aspects of the green innovation enterprise policy support, through the green innovation to advance the process of enterprise innovation and development. As the Third Plenary Session of the eighteen proposed the optimization of tax system, adjust the resource tax, consumption tax, and consider to give tax breaks to actively promote the green innovation of enterprises, or the characteristics of loans to balance the green innovation of high investment and high risk. Therefore, give full play to the government's "rule" makers and regulatory functions, and plays an important role in the transformation of economic development mode and promoting the construction of ecological civilization.Fifth, organizational slack and help enterprises carry out green innovation. Organization redundancy as redundant resources of enterprises just can be used for green innovation enterprise test, provide the resource base to develop the potential of green products. Therefore, organizational slack is advantageous to the enterprise green innovation. Among them, the absorbed slack because has become surplus resources, enterprises in the fixed equipment or technology. Therefore, the enterprise is willing to the resources mining is used to carry out environmental protection activities, and those can be used for many purposes not absorb redundant in market demand and policy control pressure is more likely to drive exploration of green innovation of the. Especially green, green consumption demand caused by the market based on organization redundancy, a significant role in promoting. In view of this, enterprises should make great efforts to fully tap and utilize organizational slack resources, to better carry out the green innovation, win the green innovation initiative, gain sustainable competitiveness.Sixth, managerial environmental concern has significant positive effect on green innovation. This shows that to improve and strengthen the enterprise top management's awareness of environmental protection, the cultivation of enterprise managers on the green environmental concern and attention, and has obvious effect directly on Green Innovation of enterprises. The attention of managers is one of the key factors affecting the behavior of enterprises. The special status of senior managers in enterprises, they are more capable of factors will influence on the enterprise told employees, and through the relevant management and incentive measures to increase support and commitment of the employees to the green innovation activities of enterprises. At the same time, when the environmental protection consciousness into green innovation in practical production, often requires a commitment of resources, and managers can be required for the production and operation activities of the resources are allocated to the influence of green innovation behavior of enterprises. Therefore, the "corporate environmental credit evaluation methods (for Trial Implementation)" and the development of corporate environmental credit evaluation methods, enhance their awareness of environmental protection, has the vital significance and the significant role. |
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