基于服务营销的企业社会责任探究——以海尔集团为例
服务营销是市场发展的必然趋势，是使企业获得更大竞争优势的关键，它在营销观念的基础上对企业决策提出了更高的要求——关注及履行社会责任。企业社会责任是关乎企业生存与发展的重要问题，它的特点在以服务营销为导向所进行的活动中得到充分体现，所以对基于服务营销的企业社会责任进行探究具有重要的理论和实践意义。本文通过对国内外相关文献的梳理，分析提炼了二者内在联系的相关要素，并在此基础上提出了本文的研究思路与方法，以海尔集团作为案例，总结分析其以服务营销为切入点履行企业社会责任的经验及做法，为企业进行可持续发展提供启示。
【关键词】企业社会责任；服务营销；海尔集团
Service Marketing will be the inevitable trend for the development of the market, moreover, it is the key point for the enterprise to get much more advantage in the competition. On the other hand, it asks for much more requirements to focus on and to fulfill the corporate social responsibility when making the business decision which is on the basis of the concept called marketing. As you know that corporate social responsibility is an important issue related to the survival and the development of the enterprise, and the characteristics of it can be fully shown in the activities leading by the service marketing. Therefore, it is theoretical and practical for us to explore the corporate social responsibility based on the service marketing. In this article, the author brings forward the ideas and the methods of the study by analysing and refining the related factors between the two concepts through the summary of the literature at home and abroad. At the same time, the author makes a conclusion of the experience and practice about the corporate social responsibility based on the service marketing carrying out by Haier in order to provide the suggestions for the sustainable development of enterprise.
【Key words】Corporate Social Responsibility, Service Marketing, Haier Group
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