Research On The Marketing Of Corporate Social Responsibility Based On The Angle Of Competitiveness

In recent years, a series of social issues have became more serious every day, such as the product quality, the false advertising, the resources shortage, the ecological unbalance, the environmental deterioration, and so on. These issues have affected the social sustainable development and the humanity's harmonious progress directly. Therefore, the social responsibility became the focus of enterprise and the public day by day. The fulfillment of society responsibility is not only the academic and governmental department's voice, but also obtains more widely recognized by enterprises. The social responsibility has also become a kind of new corporate culture. The research in regard to social responsibility had turn into an academic hot spot since 1980s, and obtained some representative achievements. These achievements promote all sectors of the community pay attention to the corporate social responsibility.It is an effective strategy that coordinates corporate social responsibilities and marketing activities to achieve a win-win situation between business and society. The enterprise integrates social responsibility into the marketing activity is favorable to enhance the marketing competitiveness, and then generate positive effect to the marketing performance. However, the lack of social responsibility is still a universal phenomenon in management of our country. There still remains much to be done to advances the corporate social responsibility in our corporate, and need business, government, social organizations and consumers to work together.This article is based on the above situation, discusses the relation between corporate social responsibility and the marketing activity, and uses empirical study to reveal the relation between fulfillment of the social responsibility and marketing performance. The article explains the importance and necessity of corporate social responsibility on qualitative dimension and quantitative dimension, and offers suggestions about how to promote corporate social responsibilities, also clears about the corporate marketing strategy corresponding the social responsibility, hoping that improve the positive and initiative of achieving social responsibility in our corporate. Thereby, carrying out the social responsibility will increase the competitiveness of business, and then contribute to improve the marketing performance.