| 整合营销传播视角下的网络化企业社会责任报告研究 |
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| 引用本文： | 申光龍,刘同刚,白丽慧,刘元友.整合营销传播视角下的网络化企业社会责任报告研究[J].软科学,2010,24(11). |
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| 作者姓名： | 申光龍 刘同刚 白丽慧 刘元友 |
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| 基金项目： | 南开大学亚洲研究中心课题研究资助项目 |
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| 摘 要： | 创新性地提出网络化社会责任报告(E-CSR Report)的概念,从整合营销传播的视角对网络化企业社会责任报告管理进行深入研究,探讨社会责任报告制定与管理的内部规律性与规范性。在此基础上,从识别利益相关者社会责任信息需求、社会责任实践管理、社会责任信息集成与信息门户的建立、E-CSR Report的制定与营销管理等四个方面构建整合营销传播视角下的E-CSR Report管理应用框架。
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| 关 键 词： | 网络化企业社会责任报告 整合营销传播 利益相关者 网络营销 信息门户 |
Study on E-corporate Social Responsibility Report from the Perspective of Integrated Marketing Communications |
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| SHEN Guang-long,LIU Tong-gang,BAI Li-hui,LIU Yuan-you.Study on E-corporate Social Responsibility Report from the Perspective of Integrated Marketing Communications[J].Soft Science,2010,24(11). |
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| Authors: | SHEN Guang-long LIU Tong-gang BAI Li-hui LIU Yuan-you |
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| Abstract: | This paper proposes the concept of E-Corporate Social Responsibility Report and studies the management of E-CSR Report,the interior rules and standardization from the perspective of integrated marketing communication.On this basis,this paper builds the application framework of E-CSR Report,which includes identifying the social responsibility information needs of stakeholders,performing and managing the practice of social responsibility,building the information integration and information portal of social responsibility,and drawing up E-CSR Report from the perspective of integrated marketing communications. |
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| Keywords: | E-Corporate Social Responsibility(E-CSR) Report integrated marketing communications stakeholders E-marketing information portal |
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