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论文编号：	4383
作者编号：	2120102290
上传时间：	2012/6/7 19:53:59
中文题目：	基于整合营销传播的中国企业全面社会责任管理模式研究
英文题目：	A Study on the Total Social Responsibility Management Mode of Chinese Enterprise: Based on Integrated Marketing Communications
指导老师：	申光龍
中文关键字：	企业社会责任，全面社会责任管理，整合营销传播，理念体系，管理模式
英文关键字：	Corporate Social Responsibility, Total Social Responsibility Management, Integrated Marketing Communication, Idea System; Management Model
中文摘要：	近年来，中国企业不断产生食品安全、环境污染、资源消耗、安全生产等负面信息。同时，信息技术和社会网络的发展使得企业社会的责任缺失很快被被外界知晓、传播，严重破坏了企业形象和利益相关者的信任。企业社会责任成为学术界和实践界共同关注的热点问题。社会责任的履行可以帮助企业不断完善经营管理，塑造企业形象，提高企业声誉，提升品牌影响力。目前，中国企业的社会责任管理机制尚不健全，企业社会责任的意识淡薄，社会责任理念缺失，与社会责任管理相关的支持资源配备不足，CSR的管理体系不能自成系统，企业社会责任的实施缺乏指导和借鉴，尚不能形成全面的社会责任管理流程实施策略框架。基于上述中国企业社会责任的实践现状和与全球领先企业的社会责任实践比较之上，本研究以理念的建立为前提，引入全面社会责任管理理念、整合营销理念和责任竞争力理念，形成了基于整合营销传播的全面系统的中国企业社会责任管理理念体系，继而创新性地完善了基于整合营销传播的企业全面社会责任管理模式的创建流程，为中国企业进行全面社会责任的管理提供了清晰的工作路径。第一章是导论部分。主要阐述研究问题的提出，研究的内容及其框架等。第二章是相关概念回顾和文献综述，对企业社会责任及其管理的相关概念以及企业全面社会责任管理理论、整合营销传播理论等做了相关回顾与归纳。本研究的第三章总结了中国企业社会责任的实施现状，在与国际企业社会责任管理实践的对比之上，分析中国企业社会责任管理存在的问题。第四章和第五章是本研究的核心章节，理念和意识的确立是行动的前提，第四章主要研究了企业全面社会责任管理理念体系的建立，形成了基于责任竞争力的企业全面社会责任管理理念体系和基于整合营销传播的企业全面社会责任管理理念体系。第五章在基于整合营销传播工具运用的基础上对企业社会责任管理模式的建立进行了研究，包括基于整合营销传播的全面社会责任的管理与规划，从公司愿景和公司战略的高度对全面社会责任的管理奠定基调，然后构建了基于整合营销传播的中国企业全面社会责任管理的概念框架和应用框架，最后，对管理实施的程序和步骤进行详述。第六章，本研究最后对选取了中国典型企业-国家电网的企业全面社会责任管理进行了深入的案例剖析。第七章是本研究的结论与展望部分，对研究的内容及创新之处进行总结，对研究的不足之处分析，并对进一步的研究进行展望。
英文摘要：	In recent years, negative information such as food safety, environmental pollution, resource consumption, safety manufacture and others have continuously produced among Chinese enterprises, Together with the development of information technology and social network, the lack of corporate social responsibility, will soon be known and spread outside, seriously damaging the image of the enterprise and stakeholders’ trust. Corporate social responsibility becomes the common issues, which the academic and the practice circle pay close attention to. The implementation of social responsibility can help enterprises to improve business management continuously, to shape the corporate image, and improve corporate reputation, brand influence. At present, the social responsibility management mechanism of Chinese enterprise is not perfect, consciousness is thin, and cannot form the concept of social responsibility from top to bottom, lack of relevant resources and systematic CSR management and marketing, fail to make CSR report perform its intrinsic value and effectiveness. Corporate social responsibility implementation lacks of guidance and reference, can not form a comprehensive social responsibility management strategy framework. Based on the Chinese corporate social responsibility practice situation and the contrast with the world's leading corporate social responsibility practice, this study begins with the establishment of the concept for the premise, by introducing a comprehensive social responsibility management concept, the concept of integrated marketing and Responsibility competitiveness, and thus forms a comprehensive concept system of enterprise social responsibility management. This study improves the creating flow of enterprise social responsibility management mode, providing a clear work path for Chinese enterprise social responsibility management The first chapter is introduction part, mainly elaborating the research questions, research content and framework. The second chapter is the theory part，making an review and conclusion on the relevant concepts of corporate social responsibility and its management, the integrated marketing communication theory and so on. The third chapter summarizes the present practice of corporate social responsibility in China, based on the contrast with global corporate social responsibility management practice in, analyzing its impact on Chinese corporate social responsibility management, which is also China's corporate social responsibility management development trend. The fourth chapter and the fifth chapter is the research core chapters, idea and consciousness is the premise of the action, the fourth chapter forms a comprehensive concept system of enterprise social responsibility management, introducing the concept of total social responsibility management, integrated marketing and Responsibility competitiveness. In the fifth chapter, based on the integrated marketing communication tools, corporate social responsibility management model is studied, including strategic management and planning based on IMC, corporate social responsibility management implementation strategy and integrated marketing framework of corporate social responsibility, at the end of the chapter, a case of Chinese typical enterprises on total corporate social responsibility management is analyzed. The sixth chapter is the research conclusion and prospect part, research contents and innovations are summarized, the shortcomings of the research are analyzed. Finally, the part makes a prospect for the further research.
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