Abstract: Abstract: enterprises should fully combine their strategic development needs, to develop guidelines for corporate social responsibility to act in compliance therewith, in order to meet the demands of stakeholders and expectations of society, so as to enhance corporate reputation. This paper based on ISO26000 and GRI guidelines divides CSR into eight dimensions, and 203 enterprises in China was researched and obtain the corresponding data, using the method of structural equation model, to investigate the effects under the strategy of diversification and specialization of corporate social responsibility to corporate reputation. The results show that, in addition to economic responsibility for the emotional reputation and environmental responsibility have no significant effect on cognitive reputation, the other dimensions of responsibility to corporate reputation all have significant impact; Among them, the enterprises choosing the diversification strategy , the practice of economic responsibility to enhance the reputation of the enterprise has a more significant impact; And the enterprises choosing the specialization strategy are more inclined to labor practices, fair operating, consumer liability, governance, environmental responsibility and community development of six areas have good performance, so as to enhance corporate reputation. Conclusions not only provide a basis for enterprises to implement corporate social responsibility, but also help to improve the substantive practice of corporate social responsibility.

Key words: corporate social responsibility (CSR), corporate reputation, strategic choice, empirical research