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企业社会责任这一理念20世纪初即在西方出现,自上个世纪90年代引入我国后已经得到企业界的普遍认同。然而本土广告公司作为服务性企业与文化创意产业的重要组成部分却鲜有实施企业社会责任。本文通过对比国内外广告公司推行企业社会责任的现状,探究我国本土广告公司在此方面滞后的原因,并从广告行业发展与规范角度探索推行企业社会责任的可行性路径。
The concept of corporate social responsibility emerged in the West at the beginning of the 20th century and has been generally accepted by the business community since its introduction into our country in the 1990s. However, as an important part of service enterprises and cultural and creative industries, local advertising companies rarely implement corporate social responsibility. This article compares the domestic and international situation of the implementation of corporate social responsibility of advertising companies to explore the reasons why our local advertising companies lag in this aspect and explore the feasibility of corporate social responsibility from the perspective of the development and standardization of advertising industry.