Preliminary Research Of Corporate Social Responsibility And Substantial Development

This article focuses on studying the theory of Corporate Social Responsibility (CSR) on the case study of the "Return flight" incident of China Eastern Airlines (CEA), analyzing the current situation on CEA, and putting forward the opinion of the CSR construction to CEA. This article contributes to combine the theory and the real situation of CEA and put forward how to build CSR system.The first chapter includes the background, methods and the significance of the study, which draw out the basic meaning of CSR, through making well-known examples and build a basic concept of CSR, introducing the method of case study, which useful for the theoretical study.The second chapter introduces the relevant theoretical comments on CSR; the development of CSR, three principal global regulations, which includes United Nations Global Compact, EU corporate social responsibility, SA8000 standards; the promotion of CSR in China, the outstanding problems of CSR carried out in China and the relationship between CSR and Substantial development. Those theories are the bases of the case study and CSR construction of this article.The third chapter introduces the "Return flight" incident in a view of CSR. By description and analyses of that incident, it reveals the lack of CSR and the problems of CSR in the merging period of CEA. A thorough analysis of the "Return flight" incident is helpful to the CSR system construction for CEA.The forth chapter arise the ideas of how to build CSR system, to build the sense of responsibility, to set up management group, to define the content of CSR, to set up a CSR evaluation system, to announce CSR report, to accept the inspection of the management agency and the society, which are wholly based on the conclusion from the previous chapters. The analysis and study of this chapter rely on the real situation of CEA, and the years of my own working experience in CEA, so it is practical.The last chapter is the conclusion of this article. The "Return flight" incident is no more vague and empty by the theory study of CSR. Only when CEA build an effective CSR system can it have substantial development.