6. What do you think of the sense of social responsibility of famous brand items?

之前炒的沸沸揚揚的三鹿奶粉事件，不禁讓人們對企業的社會責任感產生了質疑。一個企業的社會責任體現了該企業的道德，體現了它對待生命、對待公眾的態度。在某種意義上，企業對社會責任的態度、履行社會責任的行動就決定了企業的生命是否能夠長久延續。因此，在我國企業社會責任意識淡薄的背景下加強社會責任意識和能力的建設是非常必要的。

Candidate 1: It's widely known that business ethics is very important to an enterprise. On one hand, to the enterprise itself, it is like a measurement. Enterprises usually use it to measure employees' behaviors. Therefore, it plays a very important role in building up a team of high-qualified employees. On the other hand, to the public, it's like a name card of the company, making people realize strict disciplines, noble morals and upright attitudes. What's more, it contributes to building a good feature of the company and setting up an outstanding brand value.

Our nation's traditional culture thinks highly of moral discipline. "Using morals to govern the country" is an important managing principle of our nation. Hong Kong began to construct business ethics in the beginning of the twenty-first century later than western developed countries. But Hong Kong's business ethics levels can compare with those in western developed countries now. However, mainland business ethics is less developed.

Some scholars think there are mainly three reasons. To start with, some enterprises don't pay close attention to business ethics. Secondly, the majority of minisized enterprises don't feel it is an urgent task. For them, short-term profits are more important than long-term moral investment. Thirdly, the cost of non-moral strategic decision is much lower.

There is still a long and brand way for Chinese enterprises to construct business ethics. I'm definitely sure China will do better in the future.

Candidate 2: With the fast development of China's economy, a lot of Chinese famous brand grow fast, and some even have bravely walk out and actively expand to foreign markets. But some unexpected horrible things happened: just after the Beijing Olympic, Chinese famous milk powder brand-Sanlu was charged that a kind of dangerous Chinese milk brands were also charged for the same thing. As one of the top milk power manufactures, Sanlu fell down, and all Chinese were scared. And after the event, we were troubled with the question: to Chinese brands, between strengthening itself to dominate the international market and improving the quality of products to ensure safety, which is their more important responsibility?

As we all know, since our country has been open to the world for less than 30 years and our "brand sense" isn't so strong, now there're few Chinese brands which can take a film stand in international market. And after Haier opening up European market and building production line in America, Lenovo buying the notebook computer production line of IBM, some other Chinese big companies continuously increase their stock of foreign companies related to energy resources and mineral. We become more and more aware of the great benefit of entering international market as we can take advantege of foreign mature technology to improve productivity, dominate the price when we import energy and mineral and acquire more foreign currency.

For such reasons above, including our government's encouragements, it seems that, to Chinese brands, developing branches all over the world to open foreign markets is their most important responsibility. But without the basic market in China, they won't last long. If they don't do well at home, they won't succeed abroad. So being responsible for Chinese should be their most important responsibility.

Candidate 1是從企業的道德入手，從三個方面分析了國內企業不重視企業道德的原因。然后，從七個方面回答了如何建設企業道德。考生的思路比較開闊，內容豐富，層次清晰；Candidate 2的回答帶一些呼吁性的色彩。以三鹿奶粉事件為例子引入話題，考生提出了問題；企業過分追逐利益最大化和提高產品質量哪一個是更重要的責任？然后分析了有些企業把過分追逐經濟利益作為自己最重要任務的原因。最后呼吁企業應該提高自己的社會責任感。

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