食品企业履行社会责任的公关路径探析

发布时间：2018-06-19 07:15

本文选题：公共关系 + 食品企业　；参考：《北京林业大学》2014年硕士论文

【摘要】：近十年来,食品安全一直是国内的“热点问题”,引发社会各界的关注和重视,食品是关系到国计民生的大事,是维系人类生存的基本物质,食品质量一旦出现问题,对人民身体健康和生命安全都是重大威胁。且食品质量安全事故对食品企业本身也是个不小的打击,国内很多食品企业都因发生食品安全危机后一蹶不振,退出了市场竞争。引发食品安全事故的原因是多方面的,但从企业自身来讲,直接反映了食品企业社会责任缺失现象的普遍性。作为民生基础的食品行业,其首要社会责任是向社会提供质量安全的食品,满足广大群众的基本需求。其次,企业作为个体存在于社会环境中,必然对社会负有一定责任。目前,我国食品企业社会责任缺失现象严重,很多企业都倾向于承担法律规定范围内最底线的社会责任,缺乏承担社会责任的主动性和自觉性。本文立足于食品安全事故频发这一现实情况,从公共关系角度探析改善国内食品企业社会责任缺失问题。首先,通过分析食品、食品企业以及其社会责任的特殊性揭示食品企业履行社会责任的必要性和现实性；其次,根据对食品企业社会责任履行现状的研究找出其社会责任缺失的具体原因,然后再从公共关系应用层面探究改善社会责任缺失问题的具体措施和路径。本文着重强调公共关系的“双赢”理论,“双赢”是公共关系活动的核心目标,是构建企业与社会和谐发展的基础,也是企业履行社会责任的宗旨。现代公共关系确定并强调企业服务公众利益的责任,倡导以公众利益为导向可持续发展的现代企业运营方式,将社会责任融入到食品企业生产经营活动的各个环节,增强企业社会责任意识和责任感,促进食品企业社会责任的自觉履行。公共关系学专家陈先红教授曾说过：“社会责任是公共关系的伦理基础”,助力企业履行社会责任是现代公共关系的价值选择与诉求。事实上,在企业的经营活动中,“利己”和“利他”是两个不可分割的目标,企业需要在这两个因素的相互作用中发展壮大,要做到永续经营,必须协调好这两者之间的关系。公共关系是企业与社会共同发展的纽带,公共关系通过培养企业社会责任意识、改变传统的沟通方式和营销理念,将社会责任纳入食品企业经营战略中,提高食品企业承担社会责任的自觉性,让企业的发展与社会整体目标价值相一致,实现企业与社会和谐发展。
[Abstract]:In the past decade, food safety has been a "hot issue" in China, which has aroused the attention and attention of all walks of life in the society. Food is a major event related to the national economy and the people's livelihood, and it is the basic material to maintain the survival of mankind. Once there is a problem with food quality, It is a major threat to the health and safety of the people. Food quality and safety accident is also a big blow to food enterprises, many food enterprises in China have been out of market competition because of food safety crisis. The causes of food safety accidents are various, but from the perspective of enterprises, it directly reflects the universality of food enterprises' lack of social responsibility. As the foundation of people's livelihood, the primary social responsibility of food industry is to provide quality and safety food to the society to meet the basic needs of the masses. Secondly, the enterprise as an individual exists in the social environment, must have certain responsibility to the society. At present, the lack of social responsibility of food enterprises in China is serious, many enterprises tend to assume the bottom line of social responsibility within the scope of the law, and lack the initiative and consciousness to undertake social responsibility. Based on the reality of frequent food safety accidents, this paper analyzes the problem of improving the lack of social responsibility of domestic food enterprises from the perspective of public relations. First, through the analysis of the particularity of food, food enterprises and their social responsibility, it reveals the necessity and reality of food enterprises to fulfill their social responsibility. According to the research on the status quo of food enterprises' social responsibility performance, we find out the specific reasons for the lack of social responsibility, and then explore the specific measures and ways to improve the problem of social responsibility deficiency from the public relations application level. This paper emphasizes on the "win-win" theory of public relations, which is the core goal of public relations activities, the foundation of harmonious development between enterprises and society, and the purpose of corporate social responsibility. Modern public relations define and emphasize the responsibility of enterprises to serve the public interest, advocate the modern enterprise operation mode which is guided by public interest and sustainable development, and integrate social responsibility into every link of food enterprise production and management activities. Strengthen the sense of corporate social responsibility and sense of responsibility, promote the voluntary implementation of food corporate social responsibility. Professor Chen Xianhong, an expert in public relations, once said: "Social responsibility is the ethical basis of public relations", and helping enterprises to fulfill social responsibility is the value choice and demand of modern public relations. In fact, in the business activities of enterprises, "self-interest" and "altruism" are two inseparable objectives. Enterprises need to develop and strengthen in the interaction of these two factors. In order to achieve sustainable management, we must coordinate the relationship between them. Public relations is the joint development link between enterprises and society. By cultivating the sense of corporate social responsibility, changing the traditional communication methods and marketing concepts, public relations bring social responsibility into the management strategy of food enterprises. To improve the consciousness of food enterprises to bear social responsibility, to make the development of enterprises consistent with the value of the whole social goals, and to realize the harmonious development of enterprises and society.
【学位授予单位】：北京林业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F270;F426.82

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