A Comparative Study On Corporate Social Responsibility Communicationelements Between Chinese And American Companies

Multinational corporations have risen dramatically in recent years, following the economic globalization. As we all know, the differences of economic, culture, ins titutional and characteristics of companies’ management make the differences of awareness in stakeholders’ responsibility, and corporate social responsibility(CSR) communication. Consequently, it is helpful for multinational corporations practice between Chinese and American companies to understand the differecses by comparing the corporate social responsibility communication elements. Its purpose is to find suggestions in CSR communication practices of multinational corporations.Based on the existing theory, quantitative and qualitative analysis methods were used to compare the CSR communicate elements in Chinese and American. Firstly, the Fortune 500 companies in six sectors 36 pairs of Chinese and Ameri can companies were selected as samples; Secondly, the index key words were defined between Chinese and American companies for frequency retrieval about CSR communication content; Thirdly, the differences of CSR communication content were analyzed by anova, mean analysis and factor analysis. In addition, the CSR communication channels and strategies were analyzed by qualitative description; then, induction the differences from the perspective of the stakeholders were inducted and analyzed from the national economic, cultur al, institution, companies’ characteristics and motivation level s; Finally, the countermeasures and suggestions were put forward in stakeholders’ angle about CSR communication.CSR and CSR communication were defined in the theory. Simultaneously the analysis framework was constructed to explore the differences in the two countries, and the reasonal model about CSR communication was to explan how the factors acted in making the differences. It enriched the knowledges in theory and guided the strategies in CSR communication for Chinece and American companies in multinational management practice.