Liu Zhiyang Of Shanghai University Of Finance And Economics

Liu Zhiyang. Information map

Danzhai Wanda tourism town, located in Guizhou Province, has invested 1.3 billion yuan to build, supporting the construction of four-star hotels, conference center, splendid theater, cinema, etc. It introduces Danzhai's ethnic handicrafts, Miao Dong cuisine, Miao medicine and Miao medicine, creating a one-stop Miao Dong cultural experience.

Even in the face of the severe test of the epidemic this year, the town still has more than 20 million tourists, driving the county's tourism revenue of more than 3.7 billion yuan, helping 12800 poor people to increase their income, creating the first miracle of "less investment and quick effect" in the history of Wanda cultural tourism project.

Is this Wanda Group fulfilling its social responsibility?

On December 19, at the 17th China enterprise citizen forum hosted by 21st century economic report, Liu Zhiyang, executive vice president of the school of entrepreneurship of Shanghai University of Finance and economics, gave an oral account of the enterprise case, and his answer was "no".

"It's the corporate social responsibility that slowly transforms into the corporate social entrepreneurship." Liu Zhiyang said that new business opportunities have emerged in Danzhai Wanda tourism town, which is highly integrated with the strategy of enterprises. Because the town embodies Wanda's cross-border integration and effective strategy of building relevant diversification.

Less than half of enterprises fulfill their social responsibilities

More than half of the data on corporate social responsibility has been mentioned at the China corporate citizenship forum. "According to our survey, to date, only 48% of CEOs have said that they have carried out corporate social responsibility in their actions and have incorporated sustainable development goals into their corporate goals." Liu Zhiyang said.

Citing data from the 2020 UN Global Compact's 20th anniversary progress report, uniting enterprises in the decade for action, Liu said only 17% of respondents asked supply chain partners to abide by the ten principles of the UN Global Compact.

"At present, many enterprises have a very limited understanding of corporate social responsibility, which is usually viewed from the perspective of a single charitable donation. Part of the company's profits will be distributed to give back to the society and do charity and environmental protection projects. This view regards the corporate responsibility as a kind of "burden" of the enterprise, which makes the economic function and social function of the enterprise opposite Liu Zhiyang said.

He analyzed that the most important reason for this understanding is the lack of organic integration of corporate strategy and corporate social responsibility as an important direction or opportunity for enterprise development in the process of corporate social responsibility.

Large enterprises incubate social enterprises

"Only when corporate social responsibility is positively integrated with the company's mission values, core competencies, development strategy and value output, can corporate social responsibility be internalized into long-term corporate behavior. What does it ultimately depend on? It depends on our new understanding of business opportunities and corporate value. " Liu Zhiyang said.

He cited a case from the Guangdong disabled friends foundation. The foundation has created a "Trinity" model, which not only solves the employment problem of the disabled, but also turns it into a business model that can be operated continuously. The "troika" of the foundation, public welfare institutions and social enterprises work together to take the society as the guidance, conduct the business operation in a way that can achieve sustainable development. "This model allows companies to continue doing good things." Liu Zhiyang said.

He believes that this is the so-called "social entrepreneurship", a process of exploring and developing opportunities to meet social needs in a more sustainable and innovative way. Mr. Li Yining once summed up: the enterprise that serves the social interests and adopts the enterprise management is the social enterprise. Social enterprises are different from non-profit organizations and commercial enterprises.

Liu Zhiyang believes that today's two major fields of Commerce and society are gradually integrated, which means that mixed value is created in the process of value creation, namely social value and commercial value. This is a blue ocean, facing the future, enterprises should open up such a new battlefield.