Evaluation Research On Airline Social Responsibility

The emergence of corporate social responsibility concept give a challenge to the "shareholder primacy" theory and received widespread attention. As a public service enterprises, airlines should pay more attention to fulfill social responsibility. World air transport enterprises have gradually taken social responsibility management into their corporate governance,but there are still little study on airlines CSR.Firstly, through the research and analysis of relevant corporate social responsibility theories, sort out the study theory- Stakeholder Theory. On the basis of theories, combined with the characteristics of the airline, give out the definition of airline's social responsibility.Followed by analysis of airline stakeholders in airline social responsibility report, use the expert scoring method to determine the interests of the airline's stakeholders. Then, take the relevant policy as guidelines,and take the airline stakeholders' expectations and concerns as the basis to determine the airlines social responsibility for different stakeholders. Then,combined with our actual situation and transportation CSR indicators and airline social responsibility contents, the evaluation index system for different airlines CSR stakeholders was established. Through the study of evaluation methods, establish the AHP- entropy gray comprehensive evaluation of airline social responsibility, and take China three state-owned airlines as examples, to do horizontal and vertical evaluations. Horizontal study showed that there is a slight difference in the performance of airlines in terms of social responsibilities for different stakeholders. Longitudinal studies show that China's airlines increasingly pay more attention to social responsibility, especially for consumers and the state and the community.Finally, after a comprehensive analysis of the findings, combined with China's actual conditions, make some practical suggestions for our airlines to fulfill their social responsibilities.