The Essence of the concept "corporate social responsibility" is interpreted and five basic approaches, on which its conception is based, are distinguished: instrumental approach; approach from the position of political influence; approach from the position of social requirements; approach from the position of ethics; complex approach. The basic types of subjects and objects of corporate social responsibility are systematized, and also a set of principles, on which their co-operation is based, is generalized. The structure of social responsibility is interpreted with regard to the specific of its objects. The necessity of introduction of the special systems of management for providing of social orientation of business is set. The influence of corporate social responsibility on forming the image of enterprise in two directions - internal and external - is analysed and relevant measures are proved for the purpose of forming of positive image of enterprise. The advantages of introduction of the business corporate social responsibility programs are systematized for the improvement of the enterprise image. The forms and methods of practical realization of the principles of the corporate social responsibility and directions of their influence on the image of the enterprise are systematized by way of example of the corporation "Obolon". The instruments are generalized that expose to the concerned parties the personalized influence of the company on steady development of territorial society, where it functions, and demonstrate its favour to the principles of corporate social responsibility.