【作者】 张磊；

【导师】 申光龍；

【作者基本信息】 南开大学 ， 工商管理（专业学位）， 2021， 硕士

【副题名】基于整合营销传播视角

【摘要】 现代企业,早已不是简单的,向顾客提供自身的产品和服务而从中获取利润的运营模式。作为社会经济的重要组成部分,企业的存在,无时无刻不与自然与社会产生着交换;企业的发展,也会对自然环境与社会环境的中的相应要素产生着重要的、深远的影响。传统的,在“理性经济”的思维下驱动的,“自身收益最大化”已经不在是,也不能是企业的唯一追求。水、空气、土壤、能源等自然要素;股东(投资方)、顾客、供应商、员工、政府机构等社会成分,都与企业本身建立了直接或者间接的联系,并受到企业决策与行为的影响。企业是否能够充分满足其需求与期望,已经成为企业是否可以长期存续和发展的关键。利益相关者等相关理论研究的发展,印证了企业对自然与社会环境会产生的确定性的影响,当今,多数企业已认识到其理论的重要性。研究以利益相关者为起点和抓手,通过正视与利益相关者相关的风险与机遇,规划和调整企业战略,采取措施与行动,主动履行企业社会责任,并通过企业社会责任报告等方式,积极与社会公众进行沟通,回应各利益相关方的需求与期望,已成为现代企业管理中不可或缺的管理环节。通信产业发展是中国十四五规划的重要组成部分。本文以近年来通信行业,特别是通信制造型上市企业所发布的各种类型的社会责任报告为研究样本,比较分析总结指出通信制造型上市公司FTI公司已发布的CSR报告中存在的问题与缺陷。运用企业社会责任、整合营销传播及利益相关者等理论,设计并构建出符合FTI公司实际情况的社会责任报告应用框架,充实完善FTI公司的企业社会责任报告,提升管理水平。通过本文的研究,希望能够促进企业社会责任工作的落实,提升企业对社会责任管理工作的重视程度,为通信行业企业编制企业社会报告起到一定的示范和借鉴的作用。更多还原

【Abstract】 Modern enterprises are no longer a simple business model that provides customers with their own products and services and obtains profits from them.As an important part of the social economy,the existence of enterprises is always in exchange with nature and society;the development of enterprises will also have an important and far-reaching impact on the corresponding elements of the natural environment and the social environment.Traditionally,driven by the thinking of "rational economy","maximizing self-return" is no longer and cannot be the only pursuit of enterprises.Water,air,soil,energy and other natural elements;shareholders(investors),customers,suppliers,employees,government agencies and other social elements have established direct or indirect connections with the company itself,and are affected by corporate decisions and behaviors.Whether an enterprise can fully meet its needs and expectations has become the key to its longterm survival and development.The development of related theories such as stakeholders has confirmed the deterministic influence of enterprises on the natural and social environment.Today,most enterprises have realized the importance of their theories.The research takes stakeholders as the starting point and grasps,by facing up to the risks and opportunities related to stakeholders,planning and adjusting corporate strategies,taking measures and actions,actively fulfilling corporate social responsibility,and actively through corporate social responsibility reports,etc.Communicating with the public and responding to the needs and expectations of various stakeholders have become an indispensable management link in modern enterprise management.The development of the communications industry is an important part of China’s 14 th Five-Year Plan.This article uses various types of social responsibility reports issued by the communications industry,especially communications manufacturing listed companies as research samples,and compares and analyzes and summarizes the problems and deficiencies in the CSR reports issued by FTI,a communications manufacturing listed company..Using the theories of corporate social responsibility,integrated marketing communication and stakeholders,design and construct a social responsibility report application framework that conforms to the actual situation of FTI company,enrich and improve FTI company’s corporate social responsibility report,and improve management level.Through the research of this article,I hope to promote the implementation of corporate social responsibility work,increase the importance of corporate social responsibility management work,and play a certain role as a model and reference for the compilation of corporate social reports for communications industry companies.更多还原