Research On Social Responsibility Of Enterprises Based On The Societal Marketing Concept

As the problems of global environment damage, resource shortage and population explosion are becoming increasingly serious, enterprises are required to consider consumers' whole and long-term interests,that is social interests. In the academic circle of marketing, there are a series of new concepts, such as human concept, intelligent consumption concept, ecological imperative concept and so on. The commen ground of these concepts is that enterprises should not only consider consumers' need, but should also consider the long-term interests of consumers and the whole society, which is called societal marketing concept. This concept requires that enterprises' tasks are to determine the need, desire and interests of target market, to satisfy cunsumers more effectively than competitors do, and to maintain and improve the welfare of consumers and society.Under the background of Societal Marketing Concept, the development of relationships between the government, enterprises and society has thoroughly change the connotation/content of Corporate Social Responsibility (CSR). In the meantime, with China's entry into WTO, the idea of CSR has been quickly disseminated and practiced in China. The paper is centered on an in-depth exploration of the idea of CSR and its practice from the perspective of the relationships between the government, society and enterprises.By adopting the theories of Societal Marketing Concept, stakeholder and government control, this paper analyzes CSR under the background of globalization from the perspective of the relationships between the government, society and enterprises and emphatically discusses the present situation, main problems and direction of development of CSR in China. The paper also analyzes some typical cases in the development of CSR in China.On the basis of changes in CSR under the background of Societal Marketing Concept, the paper attempts to put forward some suggestions on the construction of supervision and monitoring system of CSR and draws the following conclusions:The government plays a leading role in the development of CSR. The government's guidance and control determines the direction and levels of development of CSR.The government, society and enterprises tend to have identical understanding and attitude of towards CSR and they contribute different to the improvement of CSR. The government exercise macro control and guidance from top to bottom; enterprises fulfill their social responsibilities from bottom to top by sharing the government's public responsibilities; while society as the beneficiary of CSR plays the role of an intermediary between the government and enterprises. The social responsibilities of enterprises in the relationships between the government, society and enterprises should be positioned as a medium or lubricant that serves to protect and promote public interests.The perfection of supervision and monitoring system of CSR is the result of joint efforts of the government, society and enterprises as well as the result of coordination between government control, society's promotion and the self-discipline mechanism of enterprises.Although a mutual concern of the government, enterprises and society under the background of globalization is relationship between economy growth and social development, they focus on different aspects. The government takes consideration of both economy growth and social development; enterprises attach importance to economy growth and society focuses on social development. Therefore, enterprises need to take initiatives to undertake social responsibilities and coordinate the relationship between economy growth and social development.