企业的社会责任

企业的社会责任摘要： 为了实现企业与社会的和谐共赢，描述了企业社会责任 的内涵，分析了 21 世纪企业社会责任的新趋势，企业承担社会责 任的原因，以及企业承担社会责任的实践。理论分析和实例表明： 承担社会责任的企业在产品营销方面获得了成功，证明企业可以将 承担社会责任作为一种新的市场营销手段。abstract ： to realize both the benefit of corporations and the social harmony， this paper describes the concept of the corporate social responsibility（crs ）， and analyzes thetrend of the crs in the 21st century， the reasons for thecrs ， and the crs in practice. theoretical analyses and specific examples indicate that corporations which assume their social responsibility always make them successful in terms of marketing strategy. therefore ， assuming the social responsibility can be viewed as a novel type of marketing strategy for corporations.关键词： 企业社会责任；市场营销；战略创新；企业形象；经 济发展key words ： corporate social responsibility（ crs ）；marketing strategy ； policy innovation ；corporate image ； economic development中图分类号：f713.3 文献标识码：a文章编号：1006-4311 (2013)