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| The Empirical Research on the Relationship among Enterprise Values, Promoting Strategy and Enterprise Performance in Chinese and Western Enterprises ——Based on the Regulation Effect of the Trust Degree of Social Environment |
| YANG Wansu，YANG Shanlin |
| Hefei University of Technology，Hefei，China |
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Abstract This article discusses the mechanism of the Chinese and Western enterprise values-promoting strategies-enterprise performance, and analyzes the regulation effect of the trust degree of social environment based on the survey sample data of 116 Chinese enterprises and 80 Western enterprises.The main results are as follows. Chinese enterprises prefer to being human-centered as their values rather than being material-centered as is advocated by Western enterprises. Enterprises under the human-centered are focusing on guanxi in promoting strategy, but the enterprises under material-centered on brand. The enterprises of promoting guanxi often pay more attention to the short-term performance, but the enterprises of promoting brand value look for the long-term performance. The trust degree of social environment has an important regulatory role in enterprise values-promoting strategy-enterprise performance. Also, the results explain why China is lacking of world famous brands and the average life expectancy of its enterprises is shorter than Western enterprises’. It provides some real solutions that can promote the development of Chinese enterprises.
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Received: 10 July 2015
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2016, Vol. 13 
