Corporate Image Development Based On Social Responsibility

In the wake of recent globalization and domestic economic development, businessenvironment faced by Chinese enterprises has ever changed. In the21stcentury, more andmore enterprises come to realize the significance of corporate image building, an approachthat extends beyond traditional means, such as quality of product, pricing and salespromotion, and advertising and marketing strategy. For a modern day enterprise, the fate ofthe enterprise is often linked to its corporate image. A well-established corporate image canenable an enterprise to quickly gain public recognition, enhance corporate’s cohesivestrength, facilitate its product to a quick market penetration, and in turn realize its fulleconomic benefit. Thus, corporate image is the core competence of a corporation.In pursuit of the game of profit, businesses often fail to understand the market. Someuse false advertising or propaganda to build its corporate image; some choose to maximizeshort term returns at the expense of their own employees or even consumers. A moresustainable approach is for enterprises to undertake and fulfill its social responsibility, andthrough the process, develop its public corporate image. Image building through socialresponsibility is the sustainable and effective approach for businesses to receive publicrecognition, gain market share, and eventually stand out from the competition.Founded on the concepts of corporate image and social responsibility and based onthe examinations of various stages of enterprise growth and evolvement, this paperproposes the corporate image through social responsibility and conducts approach. Thepaper starts at an illustration of relevant corporate image and social responsibility concepts,progresses into the topic of corporate image development through social responsibility, anddetails in a step-to-step guide on how one can attain it. At the end, this paper addressescommon obstacles businesses may encounter in the process and lays out practical solutions for a successful deployment of corporate image development through social responsibilityfulfilment.