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

之前炒的沸沸扬扬的三鹿奶粉事件，不禁让人们对企业的社会责任感产生了质疑。一个企业的社会责任体现了该企业的道德，体现了它对待生命、对待公众的态度。在某种意义上，企业对社会责任的态度、履行社会责任的行动就决定了企业的生命是否能够长久延续。因此，在我国企业社会责任意识淡薄的背景下加强社会责任意识和能力的建设是非常必要的。

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是从企业的道德入手，从三个方面分析了国内企业不重视企业道德的原因。然后，从七个方面回答了如何建设企业道德。考生的思路比较开阔，内容丰富，层次清晰；Candidate 2的回答带一些呼吁性的色彩。以三鹿奶粉事件为例子引入话题，考生提出了问题；企业过分追逐利益最大化和提高产品质量哪一个是更重要的责任？然后分析了有些企业把过分追逐经济利益作为自己最重要任务的原因。最后呼吁企业应该提高自己的社会责任感。

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