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我国企业慈善捐赠的契合度影响及对策研究

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我国企业慈善捐赠的契合度影响及对策研究
—基于企业策略性慈善捐赠理念

摘要
如今我国的慈善捐赠事业已然成为一项举足轻重的社会事业,其中企业慈善捐赠在社会慈善捐赠中所占据的比重越来越大,企业慈善捐赠的行为越来越受到社会的期待和喝彩,同时政府也出台了许多鼓励企业慈善捐赠的法律条规。于此,对于企业自身而言,如何在企业慈善捐赠中达成社会效益和经济效益双赢的完美局面,就成为了企业亟需解决的问题。
本文出于探讨我国企业慈善捐赠契合度的目的,基于企业策略性慈善捐赠的理念,重点深入剖析了企业慈善捐赠的契合度,包括对契合度的内涵、高低、类型进行了阐明;最后对我国民营企业农夫山泉股份有限公司慈善捐赠这个典型案例进行分析,着重于详细分析农夫山泉有限公司慈善捐赠具体的契合度高低和类型表现,从而通过农夫山泉这个典型案例对我国其他企业的慈善捐赠事业规划提出建议。从而本论文结论认为企业慈善捐赠的契合度对于企业能否收获社会效益和经济效益的双赢十分重要。总之,为了培育一个健康良性发展的慈善捐赠的社会生态环境,为了实现社会效益和经济效益的共赢局面,政府和企业都应做出的努力。

关键词:企业慈善捐赠、企业社会责任、形象契合、功能契合


Abstract
China's philanthropy has become a pivotal social cause today. Corporate charitable donations in social philanthropy occupy an increasing proportion of society. The public’s expectations that enterprises should fulfill corporate social responsibility to do philanthropy are getting higher and higher, while the government has also introduced a number of legal rules to encourage the corporate philanthropy. In this regard, for the enterprise itself, how to achieve social and economic benefits of the perfect situation has become an urgent problem to solve.
This paper mainly adopts the methods of literature analysis, case analysis and other research methods. This study is a brief introduction to the corporate social responsibility and philanthropy of our current enterprises in the context of the philanthropy of enterprises. Then, based on the concept of corporate strategic philanthropy, this paper focuses on the in-depth analysis of the fit of corporate philanthropy, including the connotation of the fit, the level of fit, the type of fit. Finally, This paper take the China's private enterprises NONGFU SPRING ’s charity donations for example, especially focusing on detailed analysis of NONGFU SPRING Co., Ltd. Charity donation’s fit level and type. There are few suggestions for other enterprises in China through the typical case of NONGFU SPRING. This paper concludes that the fit of corporate philanthropy is very important for enterprises to arrive the social benefits and economic benefits of win-win situation. In short, in order to cultivate a healthy development of philanthropy of ecological environment, in order to achieve social and economic benefits of the win-win situation, the government and enterprises should make efforts.
Keywords: Corporate Philanthropy, Corporate Social Responsibility, Function-based Fit, Image-based Fit.


目 录
摘要………………………………………………………………………………….1
Abstract……………………………………………………………………………….2
目录..........................................................................................................3
1.绪论………………………………………………………………………..….……..4
1.1研究背景…………….…………………...……..…………………....….4
1.2研究意义……………….…………………...……..…………………....….5
1.3研究方法和技术路线……………………………………………………5
2.相关理论基础…………………...………………..……..……..……………….6
2.1.企业社会责任.........................................................................6
2.2企业慈善捐赠.............……........….....………….....…..………………….7
2.3企业慈善捐赠的契合度…................…...….…...…….....…...……………….9 转载请注明来源。原文地址:http://m.lw54.com/html/zhlw/20190731/8184372.html