为了实现企业与社会的和谐共赢，描述了企业社会责任的内涵，分析了21世纪企业社会责任的新趋势，企业承担社会责任的原因，以及企业承担社会责任的实践。理论分析和实例表明：承担社会责任的企业在产品营销方面获得了成功，证明企业可以将承担社会责任作为一种新的市场营销手段。%To realize both the benefit of corporations and the social harmony, this paper describes the concept of the Corporate Social Responsibility (CRS), and analyzes the trend of the CRS in the 21st century, the reasons for the CRS, and the CRS in practice. Theoretical analyses and specific examples indicate that corporations which assume their social responsibility always make them successful in terms of marketing strategy. Therefore, assuming the social responsibility can be viewed as a novel type of marketing strategy for corporations.
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