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论文编号：	11306
作者编号：	2320170687
上传时间：	2019/12/11 18:16:02
中文题目：	基于整合营销传播的青岛银行社会责任报告体系研究
英文题目：	Research on the Corporate Social Responsibility Report System of Bank of Qingdao: Based on Integrated Marketing Communications
指导老师：	申光龙
中文关键字：	企业社会责任报告；青岛银行；利益相关者；整合营销传播
英文关键字：	Corporate Social Responsibility Report; Bank of Qingdao; Corporate Strategy; Stakeholders; Integrated Marketing Communications
中文摘要：	近年来，世界经济变得更加复杂和不稳定，不确定性也在增加，中国经济已从高速增长转变为高质量发展，与此同时，关于人类命运共同体和人类生存与发展的重大问题，如应对气候变化、环境污染问题、能源损耗问题、废弃物管理、产品安全质量以及公益慈善等问题，由于互联网时代信息传播的透明性和迅速性， 以及部分“仇富”情绪等负面社会倾向的存在，使这些问题成为企业发展乃至世界经济发展中不可忽视的挑战，也成为社会公众广泛关注的焦点，一旦处理不好，很容易引起社会公众的不满和怀疑。在这种情况下，围绕“何为负责任的商业行为”已突破道德和情感的论战，上升为对解决方案的理性评估，企业社会责任被提到新的高度。 现在，越来越多的企业，主动调整战略思维，变被动应付为主动作为，追求企业高质量发展，通过多渠道向社会发布企业社会责任报告这种积极沟通的方式，主动履行企业社会责任，回应公众的要求和期望。随着浦发银行在2006年发布了国内银行首份社会责任报告，真正意义上有效回应社会关切。 本文选取过去三年来香港和内地上市银行的企业社会责任报告为研究样本。从整合营销传播入手，基于归纳、比较和案例研究等方法，比较分析两地上市银行企业社会责任报告的基本内容、发布驱动力以及承担方式，总结指出青岛银行企业社会责任报告还存在的不足，以此优化青岛银行企业社会责任报告的战略理念、利害关系者理念和整合营销传播理念三大理念体系，以设计构建基于整合营销传播的青岛银行企业社会责任报告应用框架。 通过本文的研究，希望能够提升青岛银行在企业社会责任报告以及企业社会责任报告工作方面有所裨益，也期待更多企业关注并重视社会责任管理工作。
英文摘要：	In recent years, the world economy has become more complex and flexible, and the uncertainty has increased. The Chinese economy has already transformed from high-speed growth to high-quality development. Meanwhile, there are many major issues concern to the community of human destiny and human survival & development, such as addressing climate change, environmental pollution, energy loss, waste management, product safety and quality, and charity issues etc. Due to the transparency and rapidity of information dissemination by Internet, the existence of negative social tendencies such as some “enrichment” emotions, these problems have become a challenge that cannot be ignored in the development of enterprises and even the world economy. Also the public has focused on them. Once they are not handled well, it is easy to cause the dissatisfaction and doubts from the public. Under this circumstance, the debate on “what is responsible business behavior” has broken through moral and emotional debates, and has risen to a rational assessment of solutions. Corporate Social Responsibility (CSR) has been promoted more. Nowadays, more and more enterprises are actively adjusting their strategic thinking, becoming passive response to active actions, pursuing high-quality development of enterprises, actively fulfilling their social responsibilities, and responding to the requirements and expectations of the public by CSR reports.Until 2006, Shanghai Pudong Development Bank released the first true social responsibility report of domestic banks, which responded to social concerns. This paper selects the CSR report of Hong Kong listed and mainland listed banks for nearly three years as a research sample. From the perspective of integrated marketing communication (IMC), using inductive deduction, comparation, case studies etc., comparing and analyzing the basic content, the releasing motivation and commitment of CSR reports of listed banks in both places, it summarizes the shortcomings of Bank of Qingdao CSR report. And then it optimizes the three concept systems of the strategic, stakeholder and IMC concept of Bank of Qingdao CSR Report. In the end, it designs the IMC-based CSR Report Application Framework of Bank of Qingdao. Through the research in this paper, I hope to improve the Bank of Qingdao CSR report and CSR work, also expect more companies to pay attention to the social responsibility management.
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