Community Impact Of Marketing On The Study Of Corporate Financial Performance

Along with social progress and economic development, corporate citizenship as a social theoryhas been accepted by the majority of domestic enterprises, and many companies agree thatcompanies should bear some of the positive point of view of social responsibility, to participate insocial welfare benefits activities,but many enterprise managers will not the company's ownmarketing activities to join the public welfare activities to the public, that is pure unrequited charity.But since ancient times, China has the" good news ",is keen to public welfare enterprises should becompared to other enterprise has more economic benefits, enterprises in public at the same time,adding some marketing activities, to promote their brands and products, to enable consumers toenterprises and products have a new understanding. At present the domestic enterprises of thecommonweal marketing awareness, so that enterprises in doing good time, indecisive. Not too muchinput. Therefore, how to do a good job in the public service and good sales, enterprise publicwelfare activities in the enterprise marketing activities into full play, will become the enterprisecircles and common in-depth exploration important topic.First of all, this paper summarizes the domestic and foreign public marketing research presentsituation and existence is insufficient, and on this basis put forward the research purpose, method,basic ideas and contentsSecondly, the commonweal marketing concepts are defined, and the commonweal marketingand business performance of the general theory of the development of marketing for public welfare,the impact on the financial performance of the study provides a theoretical basis.Third, through the data demonstrates the quality of commonweal marketing and enterprise'seconomic benefit relationship, to national release of the financial statements, corporate financialperformance change as a research subject, from the enterprise performance, respectively, with thesame industry enterprises in the same period performance average change for comparative analysis,obtains commonweal marketing and economic benefit have very strong positive correlation, namelythe public welfare and economic benefits can be achieved "win-win", for the enterprise will do agood job of commonweal activity factor to take into account the economic benefit evaluation ofenterprise provided a basis.Finally, built in commonweal marketing under the influence of the enterprise performanceevaluation index system, which includes financial income level, enterprise brand, governmentpolicy support.