The Process Experimental Study On The Mode And Pay-off Evaluation Of Enterprise's Charity Donation

With the economic power developing recent years, the enterprise has profound effect on the fields of global economy, politics, social life, science and technology, education, culture and arts. This change brings the enterprise new demand and challenge, and the enterprise has been given higher expectation by the public, which is not only concerned of the fulfillment of government and law's requirements, but also the more social responsibility. So, from the beginning of 1970s, the campaign"enterprise's social responsibility"has been growing up, which has proposed to combine the economic responsibility with the social responsibility, and establish the inter-dependence and mutual-promotion relations between the enterprise and the scociety. The enterprise's charity donation, as a main way of social responsibility fulfillment, has been favored by more and more enterprises.From an objective perspective, the act of charity donation which is eleborately organized and planned, has partly made up with the loss of function of government, solved some burning public crises and social problems. Besides these, it also brought the enterprises unexpected profits. First, it satisfied the social expectation on enterprises from the public, alleviated the pressure on them. Second, it improved the corporations'external management conditions, made it possible for enterprise'sustainable development. Last, it helped to improve the management of marketing, human resources and so on. In another side, this"mutual profits"also strengthened the act of enterprise's charity donation. Otherwise, compared with the western enterprise's charity donation, ours is just live in it's infancy, without intiative and planning, the participants are few, the sum of charity donation is little. So, the paper is to study act of our enterprises'charity donation by the clue of"underlying force-mode-evaluation"from the enterprise's internal management.The paper started with the present charity donoation situation, it combed the present development of charity donoation since reform and opening-up, and analyzed the underlying force-mode-evaluation by compared with other countries. Charity business development is different from other business.Based on the overall perspective,this paper builded up the index system of internal and external pay-off evaluation, leading enterprise to get charity donation act into daily operations, promoting the enterprise's value reward, and strenthening the sustainable development of enterprise's charity donation act.