营销投入、高管激励和企业绩效关系的实证研究——基于159家农业类A股上市公司的数据  

An Empirical Study on the Relationship between Marketing Investment,Executive Motivation,and Corporate Performance:Based on data from 159 agricultural A-share listed companies

作　　者：初彦青 崔丙群 CHU Yanqing;CUI Bingqun(School of Economics and Management,Shandong Agricultural University,Tai’an 271018,Shandong,China)

机构地区：[1]山东农业大学经济管理学院,山东泰安271018

出　　处：《科技和产业》2023年第17期143-150,共8页Science Technology and Industry

摘　　要：选取159家A股农业类上市公司数据,考察营销投入、高管激励对企业绩效的影响,并运用阿尔蒙(Almon)法测定营销投入对企业绩效影响的滞后期。研究发现:营销投入与企业财务绩效和市场绩效均呈显著倒“U”形关系;营销投入对企业财务绩效和市场绩效的影响分别滞后2期和3期;高管股权激励正向调节营销投入对企业绩效的影响;高管薪酬激励仅正向调节营销投入对财务绩效的影响。研究成果可为农业企业市场营销策略和政策制定提供决策参考。The data from 159 A-share agricultural listed companies is selected to examine the impact of marketing investment and executive incentives on corporate performance,and the Almon method is used to determine the lag period of the impact of marketing investment on corporate performance.Research has found that there is a significant inverted U-shaped relationship between marketing investment and corporate financial and market performance.The impact of marketing investment on corporate financial performance and market performance lags behind 2 and 3 periods,respectively.Executive equity incentives positively regulate the impact of marketing investment on corporate performance.Executive compensation incentives only positively regulate the impact of marketing investment on financial performance.The research results can provide decision-making reference for agricultural enterprise marketing strategies and policy formulation is provided.

关 键 词：农业类上市公司 营销投入 企业绩效 高管激励 

分 类 号：F324[经济管理—产业经济]