Corporate Social Responsibility Research Under The Guidance Of Social Marketing

In the early1970s，western capitalist society appeared to somephenomenon of ignore the consumer rights and interest,environmental deterioration, resource shortages, rapid populationgrowth, global economic contraction, and neglected social service.Due to the marketing concept is Ignored the consumer demand,consumer interests and social welfare, Not only caused theenvironmental pollution and ecological imbalance, but alsoemerged the fake and shoddy products and false advertising, anddamaged the consumers’ rights and interests seriously. As theprevalence of consumer rights and interests and ecologicalenvironment protection movement, the public environmentalprotection concept and consumption concept of the rationalregression, corporate social responsibility consciousness graduallyawakening, a new marketing concept appeared-social marketing.Social marketing concept emphasizes the enterprise mustIV consider the demand of consumer changes during production,When revenue profits must meet certain social benefits, That is tosay, enterprise interests, consumer demand and socialresponsibility as a whole to consider. Tend to be more serious toprotect consumers’ rights and interests and protect the ecologicalenvironment and other social problems, the enterprise societyresponsibility to be the forefront. Social marketing concept andemphasize research on corporate social responsibility, in order tosolve the contradiction between the enterprise and the societyprovides certain theoretical guidance. But about how to definecorporate social responsibility, the content of corporate socialresponsibility includes, how to cultivate study the problems of theenterprise society responsibility consciousness is not enoughcomprehensive and in-depth. In the real life, some of the corporatesocial responsibility consciousness, violation of consumer rights,environmental pollution, lack of good heart and other negativephenomena happen from time to tome. Therefore, in this paper, westudy corporate social responsibility is very necessary, there is astrong theoretical significance and practical significance.This paper is based on the relevant research results of socialmarketing and corporate social responsibility of home and abroad,first of all, for example, in S company, analyzes the problems existing in the marketing strategy of enterprises in our country isone of the lack of social responsibility,guided by the concept ofsocial marketing. Followed from the improving enterprisecompetitiveness, bring new development opportunities for theenterprise, win good external environment for enterprisesustainable development, etc, elaborated the importantsignificance of corporate social responsibility. Then analyzed thereason of lack of corporate social responsibility from two aspectsof enterprise itself and the government, and points out that theenterprises lack the guidance of the concept of social marketing,social responsibility consciousness blur and fade, the government’sfailure to establish scientific and perfect evaluation system ofcorporate social responsibility, supervision and managementmechanism is the main reason for the lack of corporate socialresponsibility. Finally put forward countermeasures, mainlyincludes the enterprise must set up the social marketing concept,strengthen social responsibility consciousness, clear economicresponsibility, moral responsibility and selective responsibility,government for the right guide of corporate social responsibility,and build scientific social evaluation system of enterprises,establish and improve relevant laws and regulations, and give playto the role of NGO’s and the media supervision, etc.