Abstract: Because of the "free rider" problem, the corporate lacked of the initiative when they had to undertake the social responsibility. Basing on the corporate theory of the new institutional economics, the reasons were analyzed. Moreover, to solve this problem, an institution to incent corporations to undertake proactively social responsibility was designed and such an institution was proved to realize the Nash equilibrium can be achieved Pareto optimality not only in a deterministic environment but also in the uncertain environment.

Key words: Corporate social responsibility, New institutional economics, Freerider, Incentive institution, Pareto optimality

摘要： 企业在承担社会责任时由于存在“ 搭便车” 问题, 缺乏主动承担社会责任的动力, 运用新制度经济学
企业理论分析了其原因。而且, 为了解决这一问题, 设计了一种制度以激励企业能够积极主动地承担起社会责任,
同时证明了在确定性环境和不确定性环境下这种制度的纳什均衡都可以实现帕累托最优。

关键词: 企业社会责任 ,  , 新制度经济学 ,  搭便车 ,  , 激励制度 , 帕累托最优