The Research On The Decision-Making Mechanism Of Corporate Social Entrepreneurship

Under the background of reinforcement of enterprise social responsibility, sustainable development strategy and expansion of responsible market, academic field and enterprise field home and abroad are exploring and seeking for new developmental pattern of enterprise. However, as a new pattern of enterprise social responsibility, business venturing and enterprise development, corporate social entrepreneurship (simplified as CSE in the following) has gradually become new research field of enterprise social responsibility and business venturing. CSE refers to that enterprise takes advantage of and control current resources, and regards spontaneously, actively and innovatively solution of social problems as developmental opportunity and marketing opportunity of enterprise, based on which the company business and competitiveness can be expanded, realizing win-win situation created by economic profits and social values, achieving mutualism status between enterprise and society.The thesis first defines the concept of CSE through literature research and experience observation, and then makes summery and generalization as to features of CSE from six perspectives including activity, prospect, strategy, visibility, sustainability and so on, based on which makes revelation about decision mechanism of CSE from three links of momentum formation, opportunity perception and value evaluation with the purpose to provide basis for decision and value evaluation of CSE.The thesis thinks that CSE is new developmental form of CSE and novel type of business venturing. CSE should be made comprehensive analysis from unique perspectives like win-win situation with dual value, operation management innovation, unique profiting mode and so on. CSE includes social problem solution and improvement of enterprise economic profits, also referring to win-win status with highly efficient combination between enterprise economic value with social value. CSE is innovation process integrating operation management in enterprise level, marketing level and consumer level, which is an unique enterprise profiting mode making dynamic mating and innovative rectification of each link in value chain in order to guarantee sustainable operation of enterprise.The thesis establishes CSE decision mechanism model from three links of momentum formation, opportunity perception and value evaluation and propose that momentum formation includes stimulation of responsible market, promotion of system situation, enterprise ability support and coordination of practice ability as well as triggering momentum from perspective of organization reform. From the perspective of information processing, the thesis proposes that opportunity perception is the dynamic circulating evolution process composed of three mutually related parts including information source's integration of effective information, and further exploration of effective information made by information analysis, and perception of effective information from information sharing. From the perspective of basic resource theory, the thesis proposes that the value evaluation should be made from whether the market opportunity has value, rareness, incomplete imitativeness and organization.Finally, the thesis takes Zhejiang Feida Environmental Protection Technology Limited Liability Company and makes analysis on case of decision mechanism of CSE, as well as states internal mechanism of CSE in Feida Group with the expectation to provide theoretical verification for CSE as well as practice enlightenment for enterprise as to development of CSE by enterprise.