战略性社会责任及其对企业经济绩效的影响机制研究

The question of "what are the impacts of the corporate social responsibility (CSR) on the firm" has plagued the researchers and the entrepreneurs for a long time. Besides, the complex research findings of the relationship between the CSR and the corporate financial performance have weakened the initiative and the substantive of the CSR. Therefore, the exploration of the "strategic corporate social responsibility" which is aiming at the win-win situation between the enterprises and the society has important theoretical and practical significance. However, the researchers often treat the CSR as the passive reactions of the firm. They fail to have an integrated thinking by putting the CSR into the analytical framework of the business strategy, and neglect to explore the innovative models of the CSR and its impacts on the firm's competition advantage. In this regard, using a number of research methods (like exploratory case study, content analysis, econometric statistics and structural equation model),the applicants intends to do the research project by following the logic line of "how to define and measure→how to drive→the performance influence mechanism→how to realize". We will fully depict the internal structure of the strategic corporate social responsibility, deeply examine the antecedents and its drive mechanism, analyze the influence mechanism between the strategic corporate social responsibility and the corporate financial performance, and eventually propose the suggestions of how to realize the strategic corporate social responsibility. This research project will help to change the "mismatch phenomenon" of the corporate strategy and the CSR，enhance the degree of the coupling between the CSR and the competitive advantage, and improve the participation enthusiasm of the corporate social responsibility.

近年来，"履行社会责任对企业有何影响"这一问题始终困扰学术界和企业家,而企业社会绩效与经济绩效关系的复杂结论，更是减弱了企业履行社会责任的主动性和实质性。因此，探索以"企业与社会共赢"为目标的战略性社会责任，具有重要的理论和现实意义。以往相关研究仅把企业社会责任(CSR)视为公司的被动反应模式，未将其纳入战略框架进行整合思考，因而忽略了对CSR创新模式及其与企业竞争优势关系的深入探究。对此，本研究拟综合运用案例探索、内容分析、计量统计和结构方程建模等方法，遵循"如何定义和测量→怎样形成→对绩效有何影响→如何实现"的逻辑主线，全面刻画战略性社会责任的结构维度，深入考察其前置因素与驱动机理，系统分析战略性社会责任影响企业经济绩效的内在机制，并针对性提出促进战略性社会责任产生的对策建议。本研究有助于改变公司战略与CSR的"两张皮"现象，提高CSR与企业竞争优势的耦合性，提升企业社会责任的参与度。

近年来,“履行社会责任对企业有何影响”这一问题始终困扰学术界和企业家,而企业社会绩效与经济绩效关系的复杂结论,更是减弱了企业履行社会责任的主动性和实质性。因此,探索以“企业与社会共赢”为目标的战略性社会责任,具有重要的理论和现实意义。对此,课题组在文献梳理、调研访谈和数据收集的基础上，开展了一系列研究工作。本课题得出了“认知视角变革、工作模式转变、实践行为演进、履责空间拓展”的战略性企业社会责任模式特征；凸显了一直被企业社会责任研究者忽视的“企业社会战略反应”过程；揭示了企业文化导向对“制度环境正向影响企业社会责任”这一机制的正向调节效应；发现了高官持股比例这一公司治理因素由于战略性企业社会责任的机制会正向放大“企业社会责任正向影响企业经济绩效”这一关系的内在效应；分析和验证了以战略性社会责任为本质特征的善因营销作用于消费者购买意愿的内在机理和条件特征；从政府和企业两个视角提出了“如何提升战略性社会责任能力”的对策建议。本研究有助于改变公司战略与企业社会责任的“两张皮”现象,对揭示企业社会责任与企业竞争优势的实现机制和耦合条件,提升企业社会责任参与度具有重要意义。