Research To The Influential Factors Of Social Responsibility Of Gansu Jingyuan Coal And Electricity Co.,LTD

The12th five-year plan of Coal industrial development points out that during the twelfthfive-year, the general layout of national coal exploitation is to Control of the eastern, Stabledevelopment in the central and development of the western. Due to the support of nationalpolicy and its economic and environmental characteristics of Gansu province, the localenterprises especially resource-based enterprises encountered unprecedented developmentopportunities and challenges. The local government and enterprises realize that they can’t gothe development way of "treatment after pollution". Resource-based enterprises in Gansuprovince with the special environment of economic development, are facing the problems ofwhich stakeholders need to bear the social responsibility, what social responsibility, how tostrengthen corporate to undertake the social responsibility. Chinese scholars research oncorporate social responsibility content are varied, however, less research on the influence factorof corporate social responsibility, and the existing studies are mostly limited to the macroscopiclevel or concrete industry research, the research on micro enterprise few. Based on the abovereasons, this article choose Gansu jingyuan coal and electricity co., LTD.(hereinafter referredto as " jingyuan coal and electricity ") as the research object. On the one hand, this article couldenrich the academic research on microenterprise society responsibility and applies thestakeholder perspective of corporate social responsibility theory to specific enterprises. On theother hand, it can bring the train of thought for other similar enterprises to strengthen socialresponsibility to fulfill, make the enterprise in increasing economic benefits both socialresponsibility at the same time to realize the goal of the enterprise value maximization.About the definition of jingyuan coal and electricity social responsibility.Based onstakeholder theory and social responsibility theory, this paper uses the value chain analysismethod to define the scope of specific stakeholders of jingyuan coal and electricity, draw aconclusion that the stakeholders of jingyuan coal and electricity are controlling shareholders,small shareholders, government, natural environment, employees, regulators, consumers andbusiness community. Then the article applies the theory of Carroll "four responsibilities",building a matrix model to identify content of jingyuan coal and electricity social responsibility.About the measure of jingyuan coal and electricity social responsibility behavior, thepaper using the method of the evaluation index system of social responsibility. Firstly, thispaper selected20indicators from the perspective of stakeholders, then using the improvedentropy method to objective indicators ofempowerment, concluded that the small shareholders, employees, the natural environment of social responsibility level of contribution to the totallevel is bigger, finally calculate the2005~2005jingyuan coal and electricity socialresponsibility comprehensive level (the closer to1, indicating that the higher the level of socialresponsibility to fulfill):0.1233,0.1305,0.1261,0.1507,0.1475,0.1544,0.1475. According tothe measured results, can be drawn a conclusion that jingyuan coal and electricity undertooksocial responsibility at a lower level. But from the overall development trends, jingyuan coaland electricity paid more and more attention to social responsibility. AT the same time theperformance level is constantly improving.Researching in the impacting factors of jingyuan coal and electricity social responsibility,this paper uses the game theory and partial correlation analysis. The research on the impactingfactors of social responsibility for other stakeholders, this article from the perspective offinancial to recognize influencing factors, using the partial correlation analysis and Partialcorrelation coefficient indicates that the factors affecting corporate social responsibility tofulfill is the enterprise operation ability. Due to the particularity of the government, this paperuses the game theory to analysis the influencing factors between jingyuan coal and thegovernment. Build a non-cooperative game of complete information static game, the gameequilibrium solution indicates that the factors affects jingyuan coal and electricity to bear socialresponsibility to fulfill as follows the additional reputation, the opportunity costs of socialresponsibility and the government penalties to the enterprise which fails to perform the socialresponsibility.Based on social responsibility behavior measurement results and influencing factorsanalysis, to strengthen jingyuan coal and electricity to fulfill social responsibility, this papercome up with measures proposes from the government level and enterprise level. From thegovernment level, the measures that improving extra reputation and strengthening punishmentto the enterprise fails to perform the social responsibility were put forward. From the enterpriselevel, the paper come up with the measures that improving the operation ability of enterprisesand strengthen the customer relationship management (CRM) and so on.