21세기 들어 엔론(Enron) 등 선진 기업들의 대형 부정사고가 터지고 세계경제가 글로벌화 되면서 CSR(Corporate Social Responsibility: 기업 사회책임)이 주목받고 있다. 특히 세계 각국에 거점을 두고 있는 다국적기업들은 CSR 활동에 기업의 사활을 걸고 매진하고 있다. 경제성장과 함께 중국 내에서도 환경보호, 제품안전, 공익활동 등 기업의 사회적 책임을 요구하는 목소리가 점점 높아지고 있는 중국도 예외가 아니다. 이미 중국정부의 통제를 받고 있는 다수의 언론이나 NGO들은 정기적으로 기업의 CSR 활동을 평가하고 감시하고 있다. 그러나 일찍부터 CSR에 대한 관리를 체계적으로 실시해 온 굴지의 다국적기업들조차 중국내 CSR분야에 있어서는 취약한 면을 보이고 있다. 이는 중국의 독특한 환경과 문화적인 요인을 제대로 파악하고 있지 못하기 때문인 것으로 보인다. 소득상승에 따른 의식수준 제고, 후진타오(胡錦濤) 지도부의 ``지속가능 발전(可繼續發展)``전략 등을 고려하면 향후 CSR은 중국사업 성공을 위한 필수 요인일 뿐만 아니라 기업의 가치를 판단하는 기준으로 자리 잡을 것이다. 이러한 상황에서 중국시장을 21세기 주요 성장 동력으로 삼고자 하는 한국경제나 기업들의 입장에서 중국 내 CSR 환경 변화와 기존 다국적기업들의 중국 내 CSR 활동 현황 및 특징을 파악하는 것은 큰 의미가 있을 것이다.

The major Chinese press describe the year of 2005 as the critical period for the multinational company. Nestle, P&G, Sony, Johnson & Johnson, and many other multinational companies have faced with a variety of difficulties in their China business. Most of problems stemmed from their mismanagement in CSR, including illegal act, environmental pollution, and low quality production. In fact, the root of problems ascribes to the revolutionary changes in China`s business environment and the rudimentary changes in the perceptions of Chinese consumers, Chinese press, and Chinese government to the companies` social responsibility. Chinese recognition of the social responsibility of the multinational enterprise, which was unprecedented in China, became the primary cause to bring on MNC`s business difficulties in China. Around the early 21st century, because of the accidental bankruptcy generated by Enron and other global companies, CSR(Corporate Social Responsibility) is now attracting public attention. Multinational corporation are giving their great effort to survive in fierce competition. There is no exception to China, which market is globalized after entered WTO and try to evolve its economic structure from quantity-oriented growth to quality-oriented growth. Following the growth of economy, the protection of environment, the safety of products, and the public benefits, so-called social responsibility, are highly recommended with management of business in China. Influential mass communications and NGOs, regulated by the China Government, have already exercised periodical inspection and supervision on CSR of multinational companies. Even operated CSR systematically for a long time, however, corporations are short of fruitful result in China. It is because those companies still didn`t understand unique cultural and economic environment in China. Considering continuous economic expansion with growth of social consciousness and sustainable development developed by Mr. Hu`s leadership, CSR operated by companies is the key to success in China. Moreover, CSR is going to be the standard of evaluating corporation worth. Under the circumstances, if we are considering Chinese market as a driving force for the development of Korean economy and companies, it has a very important meaning to investigate the change of CSR environment and understand CSR activities executed by multinational companies in China.