企业的职责是什么?赚钱,理所当然。但或者还应该有其他什么?其实,这已是一个无需讨论的话题。企业的首要目标是为社会和客户提供优质产品和服务,并要实现盈利。除此之外,在当今社会,企业已经没有选择,必须切实履行社会责任。实践也证明,在社会责任上的投入同样也能产生效益。在这种形势下,如何更好地发挥社会责任就成为企业必须面对的一个课题。在公众意识里,捐赠、搞慈善、做福利,似乎是最常见的回馈社会的方式,很多企业家热衷于此,也收到了不错的效果。例如在2008年汶川大地震期间,加多宝慷慨捐赠1亿元人民币让民众记住了这个品牌;而在各种褒贬不一的高调捐赠中,陈光标博得了眼球,也获得了更多的社会资源。但显而易见,在当前,企业的社会责任不再是传统意义上的搞慈善,无论是企业还是大众,都需要更高层次的表现方式。 What is the responsibility of the enterprise? Make money, of course. But what else should be there? In fact, this is a topic that needs no discussion. The primary goal of a business is to provide quality products and services to society and its customers, and to make money. In addition, in today’s society, enterprises have no choice but to earnestly fulfill their social responsibilities. Practice also proves that investment in social responsibility can also produce benefits. In this situation, how to better play a social responsibility has become a business must face a problem. In the public awareness, donations, philanthropy and welfare seem to be the most common way to give back to the community. Many entrepreneurs are keen on this and have received good results. For example, during the Wenchuan earthquake in 2008, JDB donated a total of 100 million yuan to the public for remembering the brand. Chen Guangbiao won the eyeballs in various mixed and high-profile donations and gained more community resource. But obviously, at present, the corporate social responsibility is no longer charity in the traditional sense. Both the enterprises and the general public need a higher level of expression.