Research On The Realization Model Of Corporate Social Responsibility Based On The Perspective Of Consumers

Under the liberalized market economy, consumers' "currency ballot" has paroxysm influence to the commodity producers and the sellers. Not only the medium-and-small sized enterprises but also the multinational corporation must obey the choice of the consumer ultimately. Since the middle of the 19th centuries, with the advancement of society, the intensifying of human right and the all-round development of the information communication technology, the consumer move has kept rising, the number is more and more, the influence is greater and greater, the content is broader and broader, the position of the consumer in the marketing channel is more and more important. And what the consumer pay attention to are not only the product quality and the product safety which are closely related to the consumers' interest, but the corporate social responsibility has become the focus of the consumers' concern.In our country, with the continue improvement of consumer preserves right and the gradual popularization of social marketing ideas; the consumers have more and more effect to the corporation's survival and development. So the corporate social responsibility must consider consumer's expectation and request.Although in the scope of the theory, the study about the corporate social responsibility under the perspective of the consumer has many years' history. But in our country the study about the corporate social responsibility has shorter history, and the corporate social responsibility under the perspective of the consumer is even less. Today, as the gradual change of the consumer consciousness, the prompt popularization of IT, and the consumers gain the marketing power in competing with the manufacturer and the study of corporate social responsibility is very important in making market tactics, gaining consumers' trust and keeping a competitive edge. Besides, the studying of corporate social responsibility is not only the important problem in business administration field; it also is beneficial to realizing harmonious society.This thesis combined the reasons why the corporate take on the social responsibility and established the CSR's realization mechanism under the perspective of consumer. The purpose of this paper is pouring the new vigor in the CSR study and then provides new study way to the establishment and implement of the CSR. The innovation point of the article lies in establishing the corporate social responsibility realization model under the consumer's perspective and discussing the implementation of the model.This thesis uses the methods such as qualitative analysis and history analysis to carry out the research and it includes six parts together. The first chapter analyzed the background and the significance, the research method and the innovation, the organization and the framework of the paper. The second chapter has recollected the stakeholder theory and the corporate social responsibility theory. The third part of the thesis analyzed the exhibition of the consumer power, the current situation of the corporate social responsibility study and the realization of corporate social responsibility. The fourth chapter established the realization model of corporate social responsibility under the consumers' perspective. The fifth chapter of the article included the strategy choice, the realization route, the realization tactics and the guarantee mechanism of the corporate social responsibility realization model. The sixth part of the paper summarized the whole article and pointed out the research direction hereafter.