The Building Of Evaluation System On Strategy-Oriented Social Responsibility In Insurance Industry

With the gradual improvement of China’s economic development, the progress of society, the proposal of the concept of sustainable development and a harmonious society thought, Corporate Social Responsibility has been more emphasis on theory and practice, and increasingly cause for concern. In other countries, social responsibility and its importance has been studied in detail and application for a long time, and has published a variety of criteria.Insurance company as a "social" company, and as a ring of social capital resources, during the period of pursuing economic and shareholder interests, should focus on social welfare and fulfill the interests of the various stakeholders of social responsibility. This has become a universally recognized academic and business philosophy. However, how to measure and evaluate the insurance companies fulfillment of their social responsibilities in terms of performance.It does not give a clear answer to the academic community. Existing domestic corporate social performance evaluation system has certain limitations, it can not be completely applicable to insurance companies. Therefore, the establishment of social performance evaluation system specifically for the insurance companies become universal aspirations of the insurance industry.This paper analyzed various schools of social responsibility perspective, describes the advantages and disadvantages of traditional genres and stakeholders genres and selects the latest genre of strategic social responsibility as a entry point of this paper. In addition, this paper has done a comparison comprehensive study of strategic social responsibility, noted that strategic social responsibility is not only a guidance for the enterprises to fulfill their social responsibilities, but also a promotion to their competitive advantage. As there are many limitations of social responsibility evaluation system under the original guidance of stakeholder theory, for instance "stakeholder interests". which evaluated social responsibility is substitution of the concept of social responsibility assessment, so we choose strategic social responsibility which is more rigorous logical as the guidance system for the evaluation responsibility. In the premise of traditional schools of maximisation their profits will make social attributes of social responsibility to be clear, and in order to construct the evaluation system, we will combine this evaluation system with company’s strategy.In the strategic management, balanced scorecard includes both financial and non-financial indicators of enterprises, and it just a comprehensive evaluation tool for social responsibility evaluation is needed. Thus, this paper will introduce the strategic Balanced Scorecard for the evaluation of social responsibility, and under the guidance of the relevant international standards ISO26000and GRI shameful Development Report, specifically constructed social responsibility strategy oriented evaluation system.Finally, this paper study the case of Ping An Insurance with the strategic orientation of the social responsibility of the insurance industry. By comparison with the industry research and evaluation the Ping An Insurance in several dimensions of the strategic Balanced Scorecard fulfillment of social responsibility, by fulfillment of the strategic social responsibility Ping An Insurance achieved a certain type of competitive advantages in recent years.The limitation of this paper is that the research of strategic social responsibility is not deeply studied, and the result of expert judgment which based on survey has great subjectivity, there are some certain bias on the set of social responsibility evaluation index weight.