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本文结合广告业的特点,根据社会责任层级理论,参考国际通用的企业社会责任评价标准和国内企业社会责任评价体系,构建一个包含四重社会责任层级的企业社会责任模型和三级评级指标体系。通过德尔菲法进行各项指标的赋权,最终形成广告业企业社会责任评价指标体系。该评价指标体系的科学性和合理性可通过实证分析加以验证。
Based on the characteristics of the advertising industry and according to the social responsibility hierarchy theory and referring to the internationally accepted standards for corporate social responsibility evaluation and domestic corporate social responsibility evaluation system, this paper constructs a corporate social responsibility model and a three-level rating indicator system with four levels of social responsibility. By Delphi method for the weight of the indicators, the final formation of the advertising industry’s corporate social responsibility evaluation index system. The scientific and reasonable evaluation index system can be verified through empirical analysis.