企业社会责任的实现--基于消费者选择的分析

本文建立了一个基于消费者选择的分析框架。分析企业社会责任标准、消费者补贴政策对企业策略的影响及其社会经济效果。研究发现：在市场可有效分割的前提下，企业实行无差异市场策略更能规避经营风险；若无政策干涉．企业无论采取差异化市场策略或无差异市场策略，最终提供的社会责任总量相等：实施企业社会责任标准不一定会提高企业社会责任总体水平，若同时辅以消费者补贴政策，最终可以从经济、制度两方面动因促使企业承担社会责任；影响企业策略的主要变量是责任市场规模及消费者对责任产品的偏好强度，消费者企业社会责任教育、企业社会责任信息的显性化是影响消费者选择，促使企业改善社会责任绩效的有效途径。

Corporate Social Responsibility Development: An Analysis Based on Consumer-selection

We construct a framework based on consumer-selection to analyze the impact of social responsibility regulations and consumer bonus on corporate strategies and their social economic effects. The findings are as follows: under the hypothesis that the market can be separated effectively,corporations can satisfy both the ordinary and responsible markets and avoid running risk by using mass-marketing strategy; without government intervene,a corporate supplies the same amount of social responsibility no matter it uses mass-marketing or market-segmentation strategy. Social responsibility regulations cannot always increase the total level of social responsibility,aided by consumer bonus; however,it can prompt corporations to take social responsibility economically and institutionally. The scale of responsible market and the strength of consumer's preference for responsible products are the main variables that affect corporate strategy. Two effective ways,consumers' CSR education and the disclosure of CSR information,can affect consumers' selection and prompt corporations to improve their CSR performance.