企业社会责任标准国际化背景下企业进入策略研究*

本文通过构建博弈模型，对企业社会责任（CSR）标准国际化背景下企业进入策略进行研究。本文发现，企业最优进入策略受到进入成本影响，当进入成本较低时所有企业都适合选择进入高CSR标准市场，当进入成本较高时所有企业都不适合选择进入，当成本介于两者之间时适合部分企业选择进入。在对社会福利的分析中还发现，当进入是企业最优策略时，无论是部分进入还是全部进入，企业承担更高的社会责任能同时提升企业利润和社会福利水平。

THE CHOICE OF THE FIRMS ENTRY STRATEGIES IN THE BACKGROUND OF THE INTERNATIONALIZATION OF CORPORATE SOCIAL RESPONSIBILITY STANDARD

In the background of trade globalization, as corporate social responsibility (CSR) comes back into fashion around the world, the firms need to choose suitable entry strategies when the standard of CSR is taken as a measure of trade barrier Our analysis finds that whether the firms in the market with low standard of CSR accept higher standard of CSR is determined by the entry cost of the new market When the entry cost is relatively low, both firms are willing to accept higher standard of CSR When the entry cost is relatively high, both firms will not accept higher standard of CSR When the entry cost is moderate, one firm will accept higher standard of CSR, and the other firm will not accept higher standard of CSR As far as social welfare is concerned, we find that when both or one of the two firms choose entry, accepting higher standard of CSR will increase both the profits of the firms and social welfare