The Research Of Consumer-perspective CSR Communication Strategy In Daddylab

The 19 th National Congress of the Communist Party of China has clearly pointed out that the concept of social responsibility and sustainable development should be integrated into the overall development strategy of the enterprise.The Corporate Social Responsibility(hereinafter referred to as CSR)has entered into a stage of which‘how to effectively perform' since from the original argument of ‘whether to perform'.Consumers' demands for corporate disclosure of CSR behavior information continues to increase,while more queries to the CSR information.Consumers respond to CSR activities with negative attitudes and behaviors,thus reducing support for enterprises.Therefore,corporations should set up communication strategy of social responsibilities and minimize information.Hangzhou Daddylab Science Science and Technology Ltd is an innovative company who applies to scientific technology and communication strength to disclose toxic and harmful product information to the society.Hangzhou Daddylab always adheres to the mission of finding invisible hazards in life,keeping children away from toxic and harmful tasks,so as to solve social problem.The detection reports of "Poison Book Cover" and "Poison Runway" have received high attention from the society.Such efforts have prompted industry regulators to revise the standards and spread the positive image of the company.However,because of setting up platform for E-commerce online sales by Hangzhou Daddylab,it causes consumers to question CSR behavior,that is,whether the purpose of public welfare testing is altruism(to help consumers choose products)or self-interest(marketing products).Due to the query of consumers,Daddylab needs to construct its communication strategy of CSR to break through the communicating difficulties of CSR.Starting with the consumer vision,this paper adopts Daddylab as a research object ive,firstly takes the internal and external environment of the company as the starting point,and conducts a systematic analysis of its CSR communication status through field surveys and questionnaires.The research finds out the performed CSR activities of Daddylab is shortage of systematic system framework,that is,the CSR strategic concepts are not fully covered,the CSR activities lack overall planning,and there is no guidance method.Secondly,combining attribution theory and consumer response,this paper makes consumers' altruistic preferences the focus of CSR communication content and optimize its communication channels.Finally,this paper constructs a CSR communication strategy based on the company's long-term development strategy.The research in this paper enriches the literature in the field of CSR communication and consumer response,and contributes to providing micro-case support for other companies to improve their CSR communication strategies.This paper is conducive to establishing a dynamic implementation framework for CSR strategies,giving full play to the role of CSR,and promoting healthy development of enterprises;helps companies to improve CSR communication content;contributes to enterprises optimizing CSR communication channels to improve the efficiency of CSR communication.Meanwhile,the CSR communication strategy from the consumer vision discussed in this paper fosters a way of mutual learning and reference for other domestic companies to improve the effectiveness of CSR communication.