The Principles, Discourse System And Open Cooperation Ecology Of CSR Practice

Wen / Lv Jianzhong

At a recent CSR International Symposium (December 4, 2019), CSR and experts, scholars and enterprises in the field of sustainable development were gathered together. From the theoretical to the practical aspects, the key points, related factors and practical methods of CSR practice were thoroughly discussed in the case analysis mode. This symposium entitled "industry discussion" focuses on analyzing the experience of Japan's Yakult group, China nuclear power, Sinopec and tiger Pharmaceutical Group, from which some useful rules are drawn out and helpful points for thinking are given.

1. corporate social responsibility practice needs 4 principles.

Japanese company Yakult group is active in life science and health field, and is well known in preventive medicine and intestinal health. The idea of enterprises is to continuously explore life sciences and contribute to the world's human health and good life. The corporate social responsibility of Yakult's operation in China is based on its nutritional knowledge of Lactobacillus products and scientific knowledge of disease prevention. It is positioned in the fields of food safety, health accessibility, scientific research and development. Its CSR practice covers a special fund for health education jointly established by the Shanghai Science Education Foundation and a popular science forum for the public, popularizing knowledge of intestinal health, and joint research and development projects carried out by numerous local stakeholders, including China Agricultural University, Suzhou Municipal Hospital, General Hospital of PLA, etc., to enhance the level of prevention and health.

Enterprises are responsible for social responsibility, focusing on finding the intersection of business and society and environment. Yakult's CSR project is not large in scale, but its subtlety lies in grasping this intersection. I have mentioned in previous articles that in implementing corporate social responsibility, 4 principles should be followed: the core values of 1. enterprises (objectives and missions); the 2. main business areas (the characteristics of the industry); 3) the key skills (technology, management, resources) and the social and environmental problems to be solved organically and systematically; and 4., and communication with stakeholders from beginning to end, so that they can participate effectively. The practice of Yakult has adopted these 4 principles. It has brought practical value to the society by applying its healthy products, knowledge and skills to the creation of a better life.

2., corporate social responsibility communication needs to establish discourse system.

China's nuclear power and SINOPEC are large central enterprises, and their business activities are related to the economic lifeline of the country, as well as to thousands of households. They are all typical large-scale To B enterprises. How can a To B enterprise get the recognition, trust and support of end consumers? How can we pass on the social and environmental value created by it to every ordinary citizen? This is the challenge for most To B enterprises.

The practice of China's nuclear power has broken through the self centered preaching communication barrier set by To B enterprises, respected the feelings and feelings of people (audience groups) in the dissemination, and introduced the emotional elements and rational elements from the perspective of dichotomy to introduce enterprise communication, starting from the perceptual scenes, causing the same feeling, rational cognition and deep resonance, and achieved good results.

Sinopec, as a large energy and chemical enterprise integrating upstream, downstream and whole industrial chain, plays an important social responsibility in the effective use of resources and environmental protection. Since 1970s, Sinopec has been committed to replacing cotton with chemical fiber products, so as to solve the dual problems of cotton roping farmland and people's dressing difficulties. After three generations of tackling difficulties (the first generation of scientists Jiang Shicheng, the second generation of R & D leader Sun Lili, the third generation backbone Wang Huiguo), broke through the multiple technical difficulties and blockade, independently developed and put into operation the highly effective environmental protection aromatics complete technology, produced safe, environmental protection, healthy, green chemical fiber raw materials and products, saved 300 million mu of arable land, effectively solved the dispute of cotton and grain, and greatly enriched the color of people's dressing. Aromatics, a name with fragrance and color, carries the dreams, sweat, joy and pride of Sinopec people. It also conveys the colorful joy and richness of people's lives.

Let aromatics speak, let aromatics tell the story of an enterprise. The aromatics story of Sinopec deeply touched the audience. I think that CEO of large enterprises once told me: "we invested a lot of resources in the upstream production and operation process, and made great efforts to ensure environmentally friendly and responsible production. However, the society still does not understand us. What can you do to help us change this situation?" I said, there is a way. The solution is on your own. If you want to change others, change yourself first, change the content of communication, change the way of communication, change the channels of communication, create new narrative, create new scenes, and provide new experiences.

Furthermore, enterprises should establish their own discourse system based on multiple stakeholders' value creation in the field of sustainable business, so as to achieve the goal of gaining social identity, winning social trust and gaining social support. Some To B enterprises believe that we are To B, and our communication methods do not need to go to the C side. This kind of cognition is very old and outdated in the era of big data, networking and social media. Today's integration of business activities and society is deepening. The social and environmental values created by enterprises need to be passed to the C side or even the N side. While the communication methods of To C and To N must rely on the precise grasp of the audience, the fresh design of the scene, and the rich and profound experience. Facts have proved that no one likes listening and speaking, and most people like to listen to stories. Who can create authentic and credible sincere dissemination of the "visible" and "touch" of the society, and who can create greater value for the brand and reputation of the enterprise.

3., deepening corporate social responsibility needs to create a responsibility format.

The development of innovative drugs from research and development to commercialization in China is not optimistic. It faces many challenges, such as low research and development efficiency, high research cost, weak risk prevention and insufficient talent protection. Tiger Group, a new force in the pharmaceutical industry, specializes in providing professional services in clinical trials for new drug research and development, and participates in the first self developed new drug, cedar amine. It is a long industrial chain that integrates research, development, supervision, production and application. It needs the high degree of synergy between universities, research institutes, industry and enterprises.

Tiger medicine has grasped the starting point of sustainable business from the perspective of responsible supply chain. It has formed a good, efficient and responsible form of cooperation with intensive government regulation, industry communication, enterprise cooperation and social services with international vision and local needs.

In terms of industry and business, tiger medicine helps customers reduce R & D risk, shorten R & D cycle, save R & D funding, improve clinical trial efficiency, and promote product market development. In cooperation with research institutions, tiger medicine is working together with medical research departments to cooperate in clinical trials, to play the advantages of all parties involved, and develop programs that serve domestic clinical trials and achieve mutual benefit and win-win results. Tiger medicine and universities to form a precise talent training plan to help the sustainable development of the industry.

Today, digitalization, intellectualization, networking and innovation socialization are undergoing profound changes in the supply chain. New business models create new data to support collaborative development. It also opens up new space for corporate social responsibility practice.

Enterprises need to be liberated from the traditional "I want to win" thinking, reconsider the logic of "winning the format", cultivate or participate in the formation of new responsible formats. From the discovery of social and environmental problems, we find new business opportunities and create a network of value creation with multi stakeholder synergy as a catalytic power. This is also the requirement of the seventeenth project target of the United Nations sustainable development objective (SDG2030).

Concluding remarks

In recent years, the rapid development of subversive technology innovation and application, and the evolution of business models are driving fundamental changes in our industries and enterprises. In this revolution, a new ecosystem of sustainable commerce and society is emerging. The foothold of enterprises is changing from simple economic benefits and shareholders' interests to the track of creating multiple stakeholders' value. Enterprises need to find their new position in the strategy and operation of the three dimensions of the economic social environment. At the same time, the inherent boundaries of enterprises are opening, opening, merging, synergy and cooperative innovation, which are bringing new vitality to the sustainable business of enterprises. To do well in practice and to tell a good story, it is the responsibility of enterprises to integrate the "line" and "speak" system with vivid integration. Taking sustainable commerce as the core content of enterprise strategy and business activities, taking "good for science and technology" and "good business" as the breakthrough point, it creates positive economic value and brings positive impetus to social progress and environmental harmony.