The Study, Based On Stakeholder Theory Of Corporate Social Responsibility Management

In recent years, corporate social responsibility has been one of the hot questions which have been paid close attention to both in the theory circle and in practice circle all the time. With the constant development of economic globalization and business administration internationalization, it has already no longer been that corporates fullfil social responsibility passively, and it has been subjective willness of the corporate to seek sustainable development in the long term. Moreover, it has been the expectation of the whole society to the corporate. As to the question that whether corporates should fullfil social responsibility, it seems that there is no dispute.However, the big problem in front of many companies is that how to manage social responsibility.In this research we proceeds from the theory of stakeholders, and think that the corporate social responsibility means dealing with the relationships well between the stakeholders, meeting their demands and the expectation and obtaining their satisfaction, trust and loyalty. From the point of view of this aspect, in this research we think that the core of corporate social responsibility management is stakeholders' management.With the problem on how to carry on stakeholders' management, in this research we have introduced the marketing thought on the basis of the analysis of stakeholders. And we think that we can carry on internal stakeholders' management from internal marketing and outside stakeholders' management from customer relationship management.Moreove, we have set up the internal stakeholders' management mode based on internal marketing and outside stakeholders' management based on customer relationship management. The key goal of structuring these modes is that establishing with the good relationships between them and obtaining their satisfaction, trust and loyalty throungh meeting the demands and expectation of the corporates' internal and outside stakeholders.With the problem of corporate social responsibility management, in this research we have proved the relationship between social responsibility and internal marketing and customer relationship management, and have combined it in management. Finally on the basis of combining internal stakeholders' management with outside stakeholders' management, we have proposed corporate social responsibility management based on stakeholders. Except Commanding corporate social responsibility with stakeholders theory, in this research we have also introduced some management measures and methods such as question management, social responsibility marketing and stakeholder's governace together.For better verification conclusion of this research, in this research we has chose three typical case which come from foreign countries,China's Mainland and Taiwan separately. Through the analysis and studying of these three cases, we hope that we can find some common understanding from them, which can offer some fact basis for this research.In sum, we have used some methods such as document survey method, Comparative analysis method, summing up the deductive method and case analysis method in this research. We have designed a series of model and mode, which regard stakeholders' management as the core and regard dealing with the relationship between the stakeholders and obtaining their satisfaction, trust and loyalty as the goal.We hope this research can guide the practice of social responsibility management better and can offer some reference on how to fulfill social responsibility for the corporates.