A Study On The Behavior Of Fund - Raising In Chinese Universities

In recent years, the number of expansion of higher education has brought a great impact on the higher education finance, funds shortage has restricted the development of higher education in China "stumbling block", and has gradually evolved into a worldwide concern. According to the theory of higher education cost sharing, for the government to cultivate high-quality technical personnel, one of the government as a stakeholder, need to bear the corresponding costs of education. Because of the higher education is becoming more and more popular, the government financial resources are limited, so simply rely on government funding to support higher education mode has not adapted to the new situation of educational development, need the government to guide the university to broaden the education funding sources, the implementation of diversified financing system. Among them, the growing social donation income influence, which effectively alleviate the shortage of school funding in Colleges and universities, so the college fund-raising behavior analysis, helps to find out the present our country University fundraising problems and targeted strategies, and promote the healthy development of the college fund-raising business.This article from the perspective of economics, the transaction analysis theory combined with the concrete practice of colleges and universities, with a specific case analysis of N University as the starting point, tries to analyze the present our country University fundraising problems behavior in the presence of. The main means of collecting the main forms and strategies and donations, and from the government, individuals, enterprises, social groups and related laws and regulations aspect, attempts to summarize the donation the small amount of current existing in Chinese colleges and universities, fund-raising means is not standard, the deep-seated reasons fund-raising mechanism is not perfect and fund-raising area limitation the problem. In the use of the cost sharing theory, fundraising evolution theory, exchange theory (i.e."social exchange theory") based on the theory, by learning from the historical experience of foreign universities raise (to America as an example), is proposed to improve the situation of donation in China, countermeasures and suggestions to improve China’s colleges and universities raise quality.Through the methods of interview and on-the-spot investigation, we found that there are many shortcomings of University fundraising, school leaders to participate in the enthusiasm is not high, the active fundraising consciousness, and social cooperation ability weak, the approach of using single donation income, professional accountants lack of cooperation between departments, the efficiency is relatively low. Investigate its reason, the college fund-raising efficiency mainly influenced by external the formulation of relevant policies and internal school social capital accumulation in two aspects. In the future the college fund-raising work, for high school, we should strengthen the responsibility of the principal; two to hire professional staff; three to change the fundraising idea, strengthen small donors and alumni donations for attention; four to improve the fund-raising organization. On the part of the government, the first to formulate preferential tax policies, improve the enthusiasm of donors; secondly introduced incentive policies, active fundraising excited donor. Based on this, our colleges and universities donation can be rapid development, and contribute to the overall quality of higher education in China to improve.