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论文编号：	12554
作者编号：	2320180514
上传时间：	2021/6/15 18:43:11
中文题目：	整合营销传播视角下中信银行社会责任报告体系研究
英文题目：	Research on the Social Responsibility Reporting System of China Citic Bank from the perspective of integrated marketing Communication
指导老师：	申光龍
中文关键字：	企业社会责任报告；整合营销传播；5Rs；营销；利益相关者；中信银行
英文关键字：	Corporate Social Responsibility Reports; Integrated Marketing Communication; 5Rs; Stakeholder; CITIC Bank
中文摘要：	所谓的公司社会责任报告，指的是企业为了证明自身已经履行了社会责任，向社会公众所出具的一份报告，该报告具有公开性的特点，并且是采取书面形式的。与其他的大部分行业相对比，银行业是中国经济发展过程中的一块重要领域，银行业的发展，能促进国家经济的迅速发展，并且更有利于维护社会安定。相对于一些实体工业，如钢铁产业、房地产建筑行业、制造行业等，这些行业给中国经济发展带来最直接的带动，而银行业更像这些行业间的润滑剂，间接的起到调节作用，如银行利率、行业间拆借、信贷规模等。当今，在各行各业的规模发展的同时，也带来一些弊端，发展过程中高污染、大量消耗自然人力资源等都是不可避免的。经过长时间地针对性研究和调查，有很多地企业都会顺应国家相关政策，关心企业利益和命运的同时，高度重视社会的可持续发展，其主要地表现形式就是向社会公众出具社会责任报告。因此，为了适应时代的发展，适应市场经济发展的需要，有必要对银行业的社会责任报告进行监督和推动，规范企业社会责任的披露，这成为了必然地选择。在这一过程中，还应注意鼓励银行业采用绿色信贷的基本理念，秉持赤道原则，并且适当加大进行环境保护相关地宣传力度，这些举措无论对银行业自身地发展还是社会整体地改善，都是有所助益的。但是，根据目前现实情况来看，中国对上市银行社会责任报告的相关研究理论和实践较为缺乏，即使在当今社会各行各业都越来越关注企业社会责任，也同样存在研究不全面、不彻底的现象。 本文章首先描述支撑整篇文章的三大有关基本理论，分别为整合营销传播理论、利益相关者理论及企业社会责任报告的相关理论。结合相关理论，对上市银行社会责任报告的内容、形式以及相关部门的一些具体要求进行了一系列的介绍，分析其营销战略。本文章的研究主要是以中信银行为具体案例，并认真分析总结其社会责任报告的披露情况，然后探讨存在的问题，并在此基础上，提出改进的思路和优化方案。本研究总结中信银行与竞争对手的社会责任报告披露的相似之处，发现其中存在的优缺点，然后，对中信银行相关的社会责任报告框架和披露范围进行探讨，并通过其不足之处来审视问题的本质，从而更好地实现优化中信银行企业社会责任报告的战略构想，相关利害关系者理念和整合营销传播理念三大体系，从而设计构建中信银行企业社会责任报告应用框架。 希望通过本研究能够对中信银行的企业社会责任报告工作体系建设方面提供可参考的经验和结论，并推动其整合营销战略的发展，同时更期待有更多的企业重视社会责任管理工作，将其运用到整体营销战略。
英文摘要：	The so-called Corporate Social Responsibility Report refers to a public report issued to the society by an enterprise to prove that it has fulfilled its responsibilities. This is a public report in written form. As a special industry, the banking industry has more influence than the general industry in promoting national economic development and maintaining social security. The banking industry influences the development of China's economy in different ways, such as indirect ways such as credit scale and interest rate. Compared with some physical industries, such as steel, real estate, manufacturing, etc., although these industries have the most direct impact on economic development, they have certain drawbacks, such as serious pollution and massive consumption of energy and human resources. These are unavoidable problems in the above-mentioned industries. Long-term targeted research and surveys have found that many companies will closely link their own interests with the destiny of society and the country in response to policy calls. The main manifestation is to issue social responsibility reports to the public. Therefore, in order to adapt to the development of the times, adapt to the needs of the development of market economy, it is necessary to supervise and promote the release of social responsibility reports by the banking industry and regulate corporate disclosure of social responsibility. This is an inevitable choice. In this process, the banking industry should also be encouraged to pursue the basic concept of green credit, uphold the Equator Principle, and appropriately increase environmental protection publicity. These measures are helpful to the development of the banking industry and the overall improvement of society. However, it seems that the research theory related to the social responsibility report of listed banks in China is relatively scarce, and there is also a lack of practice in this area. Existing research is also incomplete and incomplete. This article first describes the three basic theories supporting the entire article, namely: integrated marketing communication theory, stakeholder theory, and corporate social responsibility reporting related theories. This article introduces a series of related content, form, and some specific requirements of relevant departments of listed banks' social responsibility reports by combining related theories, and analyzes their marketing strategies. The research of this paper is mainly based on the case of China CITIC Bank, analyzing and summarizing the disclosure of its social responsibility report, discussing the existing problems, and proposing improvement ideas based on this. This article adopts a normative research method, collects relevant information and data, starts from the relevant angles of the number of social responsibility reports released, disclosure content, mode, compilation basis, and third-party verification, adopts descriptive statistical methods, and demonstrates Charts for comparison, research and analysis. This article summarizes the current similarities in the disclosure of social responsibility reports of listed banks in China, and discovers the advantages and disadvantages that are common among them, and then explores the relevant social responsibility reporting framework and disclosure scope of China CITIC Bank, and finds the essence of the problem through the shortcomings. In order to better optimize the three systems of CITIC Bank’s corporate social responsibility reporting strategy, related stakeholder concepts and integrated marketing communication concepts, the application framework for CITIC Bank’s corporate social responsibility reporting can be designed and constructed. It is hoped that this study can provide reference experience and conclusions for the disclosure of China CITIC Bank’s corporate social responsibility report and promote the development of its integrated marketing strategy. At the same time, it is also expected that more companies will attach importance to social responsibility management and apply the theory in the article to the overall marketing strategy.
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