基于企业社会责任的整体产品延伸分析——对消费者社会责任溢价消费的解释

The Analysis of Holistic Product Extension Based on CSR——An Explanation for Consumers' Willingness to Pay Premium for Socially Responsible Offer

文章旨在解释消费者愿意为具有社会责任内涵的产品支付溢价的现象,认为顾客需求是包括利己性需求、利他性需求在内的全面需求;企业履行社会责任使其产品具有满足顾客全面需求的功能,所以消费者愿意为之支付溢价。站在整体产品概念的视角,企业社会责任导致整体产品在核心产品、形式产品和附加产品三个层次延伸。

This paper aims at giving explanation for customers＇ willingness to pay premium for the products with the connotation of social responsibility.In this paper,we hold that customers＇ demand is comprehensive demand including self-interested demand and altruistic demand.With enterprises fulfilling social responsibility,their products have the function to meet the comprehensive demand of customers.That is the reason why consumers are willing to pay premium for socially responsible offer.On the perspective of holistic products,CSR leads to the extension of holistic products on the three levels of core product,tangible product and additional product.