基于声誉视角的企业社会责任实施策略研究

Study on CSR Strategies from Perspective of Reputation

企业应当如何寻求社会责任与社交媒体交融背景下的企业社会责任(CSR)实施策略?这已成为全球经济面临的现实难题,对于处在声誉压力下的中国企业更是如此。文章通过全面回顾"声誉机制与CSR之间存在关联"的相关研究成果,以来自中国的两家企业(联想与宏碁)为商业案例,从公司治理、工作环境以及企业公民实践三个维度对其CSR实践进行了详细比较与系统分析,以期验证西方学者提出的"声誉机制对CSR实施策略具有正面影响效应"观点。结果表明:声誉机制确实可以促进企业加强自我约束,选择负责任的商业实践,成为法律规制、政府监管等正式制度的有益补充和替代,对中国企业来说也不例外。最后,结合中国企业现实处境,文章提出从回报角度认知CSR、取得行业标准认证、从局部小处起步等将CSR策略性融入到企业日常运营中的几点启示。

How to pursue an active strategy of Corporate Social Responsibility（CSR）in the context of mingling of CSR and social media？ It has been becoming a realistic challenge for the whole world, especially for Chinese companies under huge pressure of reputation. To verify whether reputation mechanism pays off for companies to invest in good reputation by an active CSR strategy, the author firstiy presents a theoretical review that demonstrates the association between reputation and CSR strategies. After that, the author performs on an extensive case study on 2 Chinese companies （Lenovo and Acer） CSR practice, focusing on their governance, workplace and citizenship areas. The result shows that the reputation mechanism provides enough incentives for companies to engage in CSR activities, Chinese companies are no exception. Finally, the author also provides directives for Chinese companies to strategically manage their reputation assets and CSR activities, ultimately improving their long-term performance.