当前,企业竞争从单纯的价格、质量和服务竞争转化为具有深厚文化内涵的品牌竞争已成潮流。通过品牌背后富含社会责任的企业文化,赢得消费者和公众对品牌的认同,已成为一种深层次、高水平和智慧型的竞争选择。但是,目前许多企业在很长的时间里对社会责任的认识,容易停留在慈善捐助、扶贫救危、倡导环保、回馈消费者等这些单一的公益认同上。因此,企业的公益行为还都处在一个事件性的而非体系性的、零散性而非系统性、短期性而非长远性、片面性而非整体性……这样的一个初级阶段。在这个阶段中,许多企业 At present, the competition of enterprises has become the trend of the brand transformation from simple price, quality and service competition to profound cultural connotation. With the corporate culture of social responsibility behind the brand, winning the recognition of consumers and the public as a brand has become a deep, high-level and intelligent competition choice. However, at present, many enterprises are aware of social responsibilities for a long time and can easily stay in the single commonweal recognition of charitable donations, poverty alleviation and crisis prevention, advocacy of environmental protection and consumer feedback. Therefore, the public welfare activities of enterprises are also all at an initial stage, such as incidental rather than systematic, fragmented rather than systematic, short-term rather than long-term, one-sidedness rather than holistic. In this stage, many businesses