Study On Implementation Path Optimization Of Corporate Social Responsibility For D Company

Nowadays,global economic integration,the economy is developing at a high speed level,living standards and values perception are also increasing.Consumers' cognition of enterprises and brands has risen from price,quality and service to the comprehensive evaluation of the enterprise.CSR as an important index of the overall strength of enterprises,has attracted more and more attention from consumer.More than that,with the increasing emphasis on CSR in the global market,the corresponding mandatory rules were taken at governmental and institutional level.In May this year,MSCI(Morgan Stanley Capital International,US index company)included 234 A shares in its index system,which stipulated that these companies had to accept ESG(environmental,social and Governance)assessments,and the companies that under standard would be eliminated.Based on this,operate CSR simply and passively has been unable to meet the growing social needs,how to enhance the effectiveness of CSR activities has become an urgent problem for many enterprises.This thesis takes the B2 B enterprise “D” of the logistics industry as an example,starting with the analysis of the internal and external environment and competitors analysis,through questionnaire survey,face to face survey to understand D company's CSR status,found out shortcomings and bottlenecks based on former mechanism.This thesis uses SCSR and stakeholder theory to study and analyze the CSR system of D company.The research shows that the CSR behavior of D needs to develop from unplanned pure charity to active CSR strategy combined with the long-term business strategy plan.It needs to coordinate the relationship among stakeholders such as shareholders,employees,especially consumers,enhance the enterprise reputation and stakeholders interests through CSR operation.Through the strategic level,stakeholder level and CSR marketing level,thesis puts forward the CSR optimization strategy scheme which has the frame guiding significance and the concrete solution unit,to help D company improve its management system,carries on the CSR innovation,causes the CSR concept to be combine with enterprise vision and mission,finally achieves the social welfare and the enterprise benefit into win-win situation.The solution can also set up reference standards and provide practical reference for similar enterprises in the same industry.