我国电子商务零售企业履行社会责任的协同机制

The Social Responsibility of the Current E-commerce retail Companies in China

电子商务零售企业在经历十几年的飞速发展后,在我国消费市场中的作用和地位越来越重要,但在这一成果的背后,电子商务零售企业的社会责任缺失问题显得突出。从电子商务零售企业的利益相关者角度出发阐明了电子商务零售企业社会责任的内涵,重点探讨了电子商务零售企业履行社会责任对企业自身、对行业以及对社会的重要意义,最后从企业层面的营销实践上、国家社会层面的"硬约束"及"软约束"上分别提出了促进电子商务零售企业履行社会责任的对策建议。

With the rapid development of more than a decade E - commerce retail companies play a more and more important role in China＇ s consumer market. But behind this outcome, the lack of social responsibility of E - commerce retail companies becomes prominent. Based on E -commerce retail companies＇ stakeholders, this paper clarifies the meaning of its social responsibility. And then typically discusses the significance of taking social re- sponsibility to the companies, the industry and the society. Finally, relevant policy suggestions are advanced from the companies＇ marketing practice, the national social＇ s ＂hard constraints＂ and ＂soft constraints＂ to promote the E - commerce Retail Companies＇ level of takin~ social responsibility.