2009 Social Responsibility Report

　　The Chinese-style social responsibilities of corporations and its cultural base

　　Traditional culture is the basis of the Chinese-style social responsibilities of corporations

The researchers believe that the sprit origin of burdening the social responsibilities for the Western corporations can be found in Max Weber’s Protestant Ethic and the Spirit of Capitalism while the traditional Chinese culture has already solidified its core values of social responsibilities. Mencius’s ‘once succeed, one tries to let others be benefited’, Mozi’s encomium to ‘universal love, cross-profits’ and Confucius’s ‘improve oneself to benefit others and the people’, these philosophies have long been melt into every Chinese person’s blood imperceptibly, therefore the gene for Chinese corporation to burden the social responsibilities has been long existed in the history. The essence of traditional Chinese culture and Western modern management concepts reach the same goal by different means. Citing an undisclosed source from SOHU AUTO, the Chinese-style business ethics and the concept of Chinese-style social responsibilities of corporations contain a unique significance and have exuberant vitality.

　　The Chinese people’s sense of group and hierarchy is the most important thing should be concerned about in the planning and execution of the CSR project

The researchers hold an opinion that the Chinese people’s sense of group and hierarchy is the most important thing should be concerned by enterprises in the planning and execution of the CSR project. These two concepts set the boundary of the CSR project that is in line with China's national conditions.

As the philosophy embodied in the configuration of Chinese Characters, the ‘benevolence’ demonstrated by Chinese-style CSR need to be composed by one more person, which means a group of people. Only the existence of a second person can create a common identity and a sense of belonging. Benevolence, loyalty, etiquette, intelligence and honesty will all lost the base without a companion.

On the other hand, although the groups is need to be exist, people belong to different grades should be located in the right place so as to build a harmonious and stable society.

　　Physical care is the only way to ensure the effect of CSR

There is a popular saying that the Chinese are ‘plant-type’ lives, which is totally distinct from the ‘animal-type’ Westerners. And the greatest feature of ‘plant-type’ lives is they need to be taken care of, spiritually and physical, rather than seek for the living space on their own.

The researchers believe that the above view incisively point out the only way in China to ensure the effect of CSR as well as marketing performance. All auto companies who have profoundly grasped the essence of this principle, including multinational companies, joint ventures and national brand companies have absolutely achieved incredible success.

　　Some suggestions on principles the enterprises should adopt when proposing social responsibility activities in China

　　CSR is a new source of enterprises’ competitive advantage

Nowadays products and services have reached a high degree of homogeneity while the experience economy requiring high costs and high-quality executives is hard to achieve at the present stage. As a result, CSR is a low-cost tool to help enterprises build and maintain their brand image as well as a new source of their competitive advantage. What is more, CSR has a more effective and more efficiently contribution on brand building in the overseas expansion of our domestic auto brands.

　　Money is never a good for social recognition

Researches have showed that the ordinary people can be very sensitive to discover commercial intention behind the CSR activities. The ones with too obvious commercial intention will generate the antipathy of consumers instead of produce a sense of intimation between enterprises and the public. In other words, social praises and the good relationship with potential consumers can not be achieved with money. Thus, although effective CSR activities actually have some relations with the enterprises’ business performances, avoiding too obvious commercial intention is still one of the important principles in the planning and implementation of CSR activities.

　　Long-term adherence and results-orientated principle

Although some enterprises’ investments are not large in CSR recent years, CRS occupies an important position to the view of people within the industry since it was started very early (20 years or more) and have brought tangible new ideas to Chinese automobile industry. This indicates that CSR activities requires long-term adherence. Besides, it is significant for enterprises to stress on practical results.

　　Maintain globally consistent philosophies, principles and topics

    Fully understand the national conditions of China and integrate into the Chinese culture (which will decide the level of CSR)

　　Planning programs with high-quality need to be combined with social welfare goals

Studies have found that only CSR activities with the lofty goals and ingenious arrangement can deeply impressed the public. Otherwise, it will be difficult to impress the public, let alone creating an association with the brand images the enterprises expect to establish. Therefore, the researchers have proposed that the planning programs of CSR activities should be high-quality. It is better to discover unique and truly far-reaching social welfare goals according to the CRS philosophy of different enterprises.

　　CRS programs with no distinguishing feature will never play a part.

　　Stimulate related enterprises rather that mind one’s own business（translator：Yalong/Jessie）

　　See original Chinese report Please click