Reasearch Of Corporate Strategic Philanthropy Under Hyper-Competitive Enviroment

Along with further development of the economical globalization, especially the widespread use of Information Technology, enterprise's survival environment had been fiercely changed, the enterprise has occupied in a more and more turbulent hypercompetitive environment. The hypercompetitive environments has brought the huge survival crisis to the enterprise, causes the corporates'life greatly reduced, then sustainable development become various enterprises'pursued goals. Under the hypercompetitive environment, whether the enterprise can sustainable development base on whether they can adapt quickly development of the environment. In this kind of situation, traditional corporate philanthropy cannot adapt the enterprise survival and development need. As any enterprise's resources are all extremely limited, any invalid use of the resources will affect enterprise's survival. So, combine the philanthropy behavior and the goals of the enterprise are the inevitably choice of the modern enterprises.On the basis of reviewing the domestic and foreign researches about corporate strategic philanthropy, this paper discussed corporate strategic philanthropy under hypercompetitive environment. First, this paper aimed at the debates at present in the academe of whether enterprises should undertake the responsibility of philanthropy, pointed out the rationality of enterprise undertaking responsibility under competitive environment, and further proved the rationality of enterprise combining charitable acts with business objectives: the profitability is the foundation of enterprise doing charitable acts, strategic philanthropy is the performance of the enterprises actively adapting the environment change under hypercompetitive environment, enterprises'charitable acts should be evaluated by the results. Second, the essay combining the former research achievements, pointed out that the theory bases of corporate strategic philanthropy: stakeholder theory, context-focused philanthropy, cause-related marketing, enterprise citizen theory, self-interest theory. Third, integrated theory research of academe with actual operation of enterprise, the essay exploratory put forward the execute procedure of enterprise strategic charitable acts: strategic plan, strategic evaluation, strategic execution, and pointed out strategic evaluation indicator for reference. Fourth, analyzed the present problem of our domestic corporate strategic philanthropy: the backwardness means of doing charitable acts, the singleness way of donor, donor mainly in a passive way, ambiguity of donor direction, lack of charity item supervised; the main reason is: lack of understanding the enterprise citizen theory, gaining little through charity donor, the influence of the tradition charity value, not enough stimulus of the government to enterprise charity donor, slow research development of the theorists in this field, low efficiency of non-profitable organs (charity organs), giant competitive pressure of our domestic enterprise. The corresponding measures for reference: enterprise try to release from the tradition thoughts, set up a new enterprise culture, recruit introduce specialized talents, government exit the center of philanthropy activity, reform the present tax free system of charity donor, besides, the press should intensified support the enterprise. This paper try to combine the theory with practice, making the point of view not only have sound theory basis but also help the enterprise to execute concrete practice of strategic philanthropy considering the domestic conditions. It has very important theory means and practical means.