Researcher in the western world have studied corporate social responsibility (CSR), sustainable development, and marketing procedures for combining CSR and sustainability, but Asian awareness has been limited on both corporate and state levels. Asian researchers need to improve sustainable marketing theory because China, especially, urgently needs to confront the problem in sustainability management. The authors argue that Confucian principles, which are built on five constant virtues that have guided family and commercial life in China for more than 2,500 years, are relevant to theory regarding CSR and sustainability. To analyze sustainability in China in relation to Confucian principles, the authors develop and refine a questionnaire to be used in China, and use SPSS to analyze reliability and EFA. They use CFA and SEM to analyze sustainable marketing performance and customer equity and derive conclusions and implications.

The foundation of any association or organization should include a mission, a vision, and strategic goals. Vision and mission are frequently discussed in academic and practitioner literature and accepted as key items in strategic decisions. But in these days, the words“change and crisis”are what companies are familiar with. They bringing about uncertainty led the companies to search for new strategies in order to specify their directions. In case of making proper direction for some organization, the role of management philosophy is most important. And also identifying, clarifying and communicating the management philosophy is now a major part of the planning process. This study examines the characteristics of management philosophy items which including mission and vision in Korean fisheries business with contents analysis. in order to achieve these purpose, this research analysing the mission, vision and CEO’s greeting with the social network analysis(SNA) which is the most dominant technique in contents analysis. The SNA is evaluated that most popular, rigorous and firm methodology for analyzing, examining and revising some concepts or objects in the context of semantics. The findings of social network analysis show that some critical problems are existed. First, most of the fisheries company did not fully announce the mission and vision irrespective of one’s size or scale. Second, there is some coverage insufficiency of stakeholders in mission and vision. And cutting edge topics like environmental problem, corporate social responsibility, consumer sovereignty are not included in management philosophy.