Social Responsibility From The Perspective Of Enterprise Social Capital Operation Mechanism Research

Along with the rapid development of China’s economy, the importance of enterprise social responsibility for sustainable competitive advantage of enterprises is attracting more and more attention. Meanwhile, recognition of enterprise social responsibility in our country is not so sound, and practice of the responsibility is far from optimistic station. So, it is urgent for research into enterprise social capital from the aspect of enterprise social responsibility, and it is just what the paper does. Methods of theory deduction and cases analysis are both adopted in the work, with thorough and systematic statement for enterprise social responsibility and capital theory system, enterprise social responsibility is taken as the breakthrough point. Analysis for interaction of the two and influence for competitive advantage is given, also concrete benefit of actively taking enterprise social responsibility for enterprise social capital operation is elaborated. Based on the above concept,"two-way" social capital operation mechanism, which takes responsibility culture as the core idea and pays attention to the enterprise internal and external social capital accumulation according to China situation is constructed. Finally, from the aspects of responsibility culture construction, credit management strength, staff participatory management, incorporation of investment and enhancement of supporting external system environment, concrete operation strategy for enterprise social capital is put forward. A typical case of SuNing appliance is taken as an example, further verification for feasibility and validity of the strategy is analysed. In all, this paper argues that both enterprises and individuals should pay attention to the creation, promotion and accumulation of enterprise social capital, and the enterprise has no means but actively undertaking the social responsibility in order to improve enterprise sustainable competitiveness and win in the competition tide.