Research On Corporate Social Responsibility Of BMW Group In The Chinese Market

With the development of globalization,the strength of automotive enterprises continues to increase,making the automotive industry occupy a huge market.Since the 1990 s,European automotive brands have dominated the total import volume of Chinese automobiles,leaping to the top.Among many joint venture automotive companies,BMW Group has an important position in the Chinese market.The rapid development of BMW Group in China has been recognized by customers,and is also a manifestation of BMW Group’s active practice of social responsibility in the Chinese market.Therefore,it is of great significance to study the corporate social responsibility issues of BMW Group in the Chinese market and provide reference for automotive companies to actively practice social responsibility.Through a questionnaire survey,the study identified four first level indicators,namely,economic factors,social responsibility factors,political and legal factors,and cultural factors,which affect BMW Group’s social responsibility practice in the Chinese market,and used fuzzy mathematical analysis to give the second level indicators under each first level indicator,a total of 18 second level indicators.By applying AHP and integrating the current situation of BMW’s sense of social responsibility,the importance of indicators influencing BMW Group’s practice of social responsibility in the Chinese market was analyzed.Research has found that the key factors for BMW Group to practice corporate social responsibility in the Chinese market are government guidance,public opinion,and government management capabilities.Through the analysis of the influencing factors of BMW Group’s corporate social responsibility in the Chinese market,countermeasures and suggestions have been proposed to actively respond to political and legal factors,strengthen corporate social responsibility awareness,improve corporate culture factors,and improve the business environment.This article is divided into six main chapters.The first chapter introduces the background and practical significance of the topic,the current research status and objectives at home and abroad,the specific content and analysis methods,etc.The second chapter is the theoretical basis of this study,analyzing the basic theories of corporate social responsibility and stakeholder theory.Chapter 3 analyzes the current situation of corporate social responsibility implemented by BMW Group in China based on theoretical foundations;Then analyze the macro environment in which BMW Group practices social responsibility in the Chinese market.Chapter 4,based on the analysis in Chapter 3,uses the factors in the FAHP analysis model to determine the influencing factors on the social responsibility of Chinese automotive companies,and collects relevant data from BMW.Then,FAHP analysis is used to comprehensively quantify and qualitatively analyze the importance of each factor in these impact mechanisms.Chapter 5,based on the analysis of the influencing factors of BMW Group’s corporate social responsibility in the Chinese market,explores the problems that exist in BMW Group’s practice of corporate social responsibility;Chapter 6 proposes countermeasures and suggestions for automobile enterprises to practice social responsibility;Finally,summarize and prospect the research content.