中西方文化背景下企业价值导向与企业绩效关系的内在机理

为洞悉中国企业生命周期较短、产品质量问题较多，部分跨国公司在中国公然行贿等问题的根源，从理论上探讨了中西方文化背景下企业价值导向—推崇策略—企业绩效的作用路径，研究了在不同大环境社会信任度下企业推崇策略的变化。研究表明:中国企业的价值导向倾向于“人本观”，企业更推崇“关系”策略，企业绩效表现为短期较好但长期较差；西方企业的价值导向倾向于“物本观”，企业更推崇品牌策略，企业绩效表现为短期较差但长期较好。当大环境社会信任度较高时，“人本观”为价值导向的企业会从重“关系”轻品牌演变为重品牌轻“关系”；当大环境社会信任度较低时，“物本观”为价值导向的企业会从重品牌轻“关系”演变为重“关系”轻品牌。为改善当前企业价值导向中存在的不足，政府部门要为企业创造一个信任的社会大环境，加快行政管理体系改革，提高整个社会环境信任水平；中国企业要将重心转移到品牌建设上来，改变推崇的“关系”策略；公众要树立正确的产品导向，对有严重质量问题企业的产品要果断拒绝，从而引导企业在策略导向上向品牌靠拢；媒体要发挥第三方监督作用，坚决披露有质量问题的企业，让仅仅依靠“关系”而不注重品牌的企业没有任何生存空间。

Inherent mechanisms between enterprise value orientation and enterprise performance through both Chinese and Western cultures

To thoroughly understand the reasons behind the short life of Chinese enterprises, why product quality problems persist, and why multinational companies brazenly bribe firms in China, it is important to consider the backgrounds of Chinese and Western cultures. In this study, we theoretically discuss the evolution from the enterprise value orientation to the enterprise preference strategy, and then to enterprise performance; moreover, we analyse the shift of the enterprise preference strategy under different scenarios of social trust. The results demonstrate that Chinese enterprises’ value orientation is “connection orientation” and they prefer the Guanxi strategy, i.e. their short term enterprise performance is good but long term is poor. However, the western enterprises’ value orientation is“business orientation” and they prefer brand strategy, i.e. their short term enterprise performance is poor but long term is good. Thus, when social trust is high, the connection orientation enterprise will be inclined towards the brand and neglect Guanxi based on strategy; however, when it is low, the business orientation enterprise will be inclined towards Guanxi and neglect the brand.