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论文编号：	14949
作者编号：	2320224186
上传时间：	2024/12/6 18:24:50
中文题目：	基于整合营销传播的山西银行企业社会责任报告设计研究
英文题目：	Research on the Corporate Social Responsibility Report Design of Bank of Shanxi: Based on Integrated Marketing Communications
指导老师：	申光龍
中文关键字：	企业社会责任;可持续发展;山西银行;整合营销传播
英文关键字：	Corporate social responsibility;Sustainable development;Bank of Shanxi;Integrated marketing communication
中文摘要：	随着全球经济一体化和可持续发展目标的深入推进，各国政府及国际组织对企业社会责任要求日益严格。中国作为负责任的大国，积极响应联合国可持续发展目标，推动经济高质量发展与生态文明建设。当前中国经济正处于转型升级的关键时期，政策导向强调金融要服务实体经济、支持小微企业、促进绿色低碳发展等。这就要求商业银行在追求经济效益的同时，必须更加注重社会效益和环境效益，积极履行在支持地方经济、保障金融安全、促进就业创业、保护消费者权益、推动绿色金融等方面的社会责任。在此背景下，城市商业银行作为地方金融体系的重要组成部分，其社会责任的履行不仅关乎自身形象和竞争力，更对区域经济发展和社会稳定具有重要影响，因此，主动拥抱社会责任，积极回应社会关切，已成为城市商业银行提升品牌形象、增强市场信誉、实现可持续发展的必然选择。 本文基于企业社会责任理论、利益相关者理论及整合营销传播理论，采用文献综述、归纳演绎、对比分析以及案例分析等多种研究方法，对企业社会责任进行深入探讨。通过系统梳理相关理论，本文构建了银行履行社会责任的理论框架；运用文献综述法，广泛搜集国内外研究成果，为本研究提供坚实的理论支撑。利用归纳演绎法，通过从具体案例中提炼出普遍规律，增强研究的科学性和普适性。同时，对比分析不同银行在社会责任实践上的差异，揭示其背后的深层原因。最后，通过典型案例的深入分析，展现城市商业银行在履行社会责任方面的具体做法与成效，为理论研究和分析提供可借鉴的经验与启示。 本文通过深入的理论探讨与实证分析，为山西银行企业社会责任报告编制和管理体系搭建，提供理论参考和行动指南，一方面帮助其建立全面、准确的社会责任管理报告，即实现报告内容的完整、透明、真实，以及如何通过故事讲述、数据可视化等方式增强报告的吸引力和说服力；另一方面帮助其搭建成熟、完整的社会责任体系。即从顶层设计开展企业社会责任管理工作，通过组织架构的调整，将企业社会责任理念嵌入到银行战略发展、企业文化及日常管理过程中，并为其指明了企业社会责任未来发展方向。上述成果有效提升山西银行在社会公众、投资者、客户及合作伙伴中的形象与信誉，进而推动其可持续发展，并助推山西经济实现高质量发展。
英文摘要：	With the deepening of global economic integration and the promotion of sustainable development goals, governments and international organizations around the world are placing increasingly stringent demands on corporate social responsibility. As a responsible major country, China has actively responded to the United Nations' sustainable development goals and promoted high-quality economic development and ecological civilization construction. At present, China's economy is in a critical period of transformation and upgrading. The policy orientation emphasizes that finance should serve the real economy, support small and micro enterprises, and promote green and low-carbon development.This requires commercial banks to pay more attention to social and environmental benefits while pursuing economic benefits, and actively fulfill their social responsibilities in supporting local economies, ensuring financial security, promoting employment and entrepreneurship, protecting consumer rights, and promoting green finance. In this context, as an important part of the local financial system, the fulfillment of social responsibility of city commercial banks not only affects their own image and competitiveness, but also has an important impact on regional economic development and social stability. Therefore, proactively embracing social responsibility and actively responding to social concerns has become an inevitable choice for city commercial banks to enhance their brand image, strengthen market reputation, and achieve sustainable development. Based on the theory of corporate social responsibility, stakeholder theory, and integrated marketing communication theory, this thesis adopts a variety of research methods, such as literature review, induction and deduction, comparative analysis, and case analysis to conduct in-depth research on corporate social responsibility. By systematically reviewing relevant theories, this thesis constructs a theoretical framework for banks to fulfill their their social responsibilities; by using the literature review method, it extensively collects and summarizes domestic and foreign research results to provide solid theoretical support for the study. Using the inductive deductive method, by extracting general laws from specific cases, the scientificity and universality of the research are enhanced. At the same time, the differences in social responsibility practices of different banks are compared and analyzed to reveal the deep reasons behind them. Finally, through the in-depth analysis of typical cases, the specific practices and achievements of urban commercial banks in fulfilling their social responsibilities are demonstrated, providing reference experience and inspiration for theoretical research and analysis. Through in-depth theoretical discussions and empirical analyses, this thesis provides theoretical references and action guidelines for the compilation and management of corporate social responsibility reports of Bank of Shanxi. On the one hand, it helps it to establish comprehensive and accurate social responsibility management reports, that is, to achieve the completeness, transparency and authenticity of the report content, and how to enhance the attractiveness and persuasiveness of the report through storytelling, data visualization and other methods; On the other hand, it helps it to build a mature and comprehensive social responsibility system. That is, starting from top-level design to carry out social responsibility management work by optimizing the organizational structure and embedding the social responsibility concept into the bank's strategic development, corporate culture, and daily management processes. It also points out the future development direction of corporate social responsibility for Bank of Shanxi. The above achievements effectively enhance the image and reputation of Bank of Shanxi among the public, investors, customers, and partners, thereby driving their sustainable development and boosting the high-quality development of Shanxi's economy.
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