The Research On Strategic Corporate Social Responsibility Marketing Of TRW Company

As the global leading supplier of automotive safety system solution,TRW has committed to apply stable and economical safety system for each driver,to protect the occupants and pedestrians’ lives.TRW has a long-period social responsibility marketing practice experience in the field of "road safety".This paper,with the study of Strategic Corporate Social Responsibility(SCSR)theory,through the analysis of TRW social responsibility marketing practice,pointed out its advantages and disadvantages,and provided suggestions.The first chapter is the introduction,which introduces the research background,significance,contents,and methods.The second chapter summarizes CSR and SCSR related theoretical basis.The third chapter is the analysis of case background,which includes TRW company introduction,its business philosophy,and its view of corporate social responsibility.This chapter also briefs TRW’s CSR activities from 2008~2012 and analyzes the existing problems.The fourth chapter describes TRW’s transformation from CSR to SCSR,which includes the field choice of SCSR,the plan implementation,activity theme and the target market,selection of the strategic partner and specific implementation process.The fifth chapter evaluates the effect of the implementation of SCSR.The research considers the project achieved a good share of the value,but still in the process of CSR to SCSR transformation.In the future,it should be improved through better planning together with more scientific decision-making and implementation process,meanwhile be improved by the internal and external integration of the value chain.The sixth chapter summarizes the main conclusions of the research,analyzes the shortcomings of the paper and provides the future research prospects.