利益相关者视角下M银行企业社会责任评价与改进策略研究
利益相关者视角下M银行企业社会责任评价与改进策略研究
摘要
自1924年英国学者谢尔顿首次提出企业社会责任以来，各国企
业纷纷重视企业社会责任的建设，其中不乏一些优秀企业能够主动从
自身商业模式或经营优势入手，将企业社会责任塑造成为企业成长的
重要竞争优势，渗透到企业经营的各方面。在提升自身的社会责任竞
争力和品牌价值的同时，为企业、行业创造出更大的商业发展空间，
也为环境改善和社会进步贡献力量。银行作为企业也不例外，加强自
身社会责任建设，构建企业社会责任管理体系，提升企业可持续发展
能力已成为各大银行的战略选择。
本文首先通过文献阅读法对相关理论基础做梳理，然后以不同利
益相关者为切入点，通过问卷调查和专家访谈，采用AHP层次分析法
和模糊评价方法，分别从微观层面、宏观层面来分析M银行企业社会
责任发展现状，找出现阶段M银行社会责任履行中存在的主要问题。
通过评价分析，本文发现不同利益相关者对M银行企业社会责任
评价参差不齐，特别是员工和客户对M银行社会责任履行情况的评价
为“一般”和“较差”隶属度数值较大，说明M银行企业社会责任体
系建设还是存在不足之处。因此，本文面向不同利益相关者对M银行
企业社会责任的诉求，结合个人在金融行业多年的工作管理经验，对
M银行企业社会责任履行提出了改进建议，试图通过这些措施改善M
银行社会责任体系建设中的不足，提升M银行可持续发展的竞争力。
关键词：企业社会责任、利益相关者、AHP层次分析法、模糊评价方
法

利益相关者视角下M银行企业社会责任评价与改进策略研究
Research on Corporate Social Responsibility Evaluation
and improvement strategy of M bank from the perspective
of stakeholders
ABSTRACT
Since the British scholar Sheldon first proposed corporate social
responsibility in 1924, enterprises all over the world have attached
importance to the construction of corporate social responsibility. Among
them, some excellent enterprises can take the initiative to start with their
own business model or business advantages, shape corporate social
responsibility into an important competitive advantage for enterprise
growth, and penetrate into all aspects of enterprise management. While
enhancing their own Social Responsibility competitiveness and brand
value, they create greater business development space for enterprises
and industries, and also contribute to environmental improvement and
social progress. As an enterprise, banks are no exception. Strengthening
their own social responsibility construction, building a corporate social
responsibility management system and improving the sustainable
development ability of enterprises have become the strategic choice of
major banks.
Firstly, this paper combs the relevant theoretical basis through
literature reading, and then analyzes the development status of corporate
social responsibility of M bank from the micro and macro levels through
questionnaire survey and expert interview, AHP analytic hierarchy process
and fuzzy evaluation method, And find out the main problems existing in
the social responsibility performance of bank M in the emerging stage.
Through the evaluation and analysis, this paper finds that the

利益相关者视角下M银行企业社会责任评价与改进策略研究
evaluation of corporate social responsibility of bank M by different
stakeholders is uneven, especially the evaluation of employees and
customers on the performance of social responsibility of bank M is
"general" and "poor", and the membership value is large, indicating that
there are still deficiencies in the construction of corporate social
responsibility system of bank M. Therefore, facing the demands of different
stakeholders on the corporate social responsibility of bank M, combined
with personal work management experience in the financial industry for
many years, this paper puts forward improvement suggestions on the
implementation of corporate social responsibility of bank M, and tries to
improve the deficiencies in the construction of social responsibility system
of bank M and enhance the competitiveness of sustainable development
of bank M through these measures.
KEYWORDS: Corporate Social Responsibility, stakeholders, AHP analytic
hierarchy process, fuzzy evaluation method
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