Study On The Strategic Corporate Philanthropy

Philanthropy has been developed for a long time, and the real coporation philanthropy is begin with the western industrial civilization. With the development of theory and practice,corporation philanthropy has been to a new stage,"Philanthropy" which refers in this paper is not just means making donations, but has its new meaning. The Public are raising their focus on the social problems, and Corporate Citizenship has faced the expectations of Corporate Social Responsibilities, people hope that corporations could shoulder more responsibilities for the society, on the other way, differing form the purely altruistic donations,more and more corporate are taking actions to demonstrate their social awareness, for the changing business enterprise competition environment and the development of "Attention Economy", they begin to connect their products,brands with their charitable activities to achieve some strategic intentions by taking their corporate social responsibilities.On the basis of reviewing the domestic and foreign researches about corporate philanthropy, this paper discussed if there can be corporate strategic philanthropy in China and how to operate strategic philanthropy in China.Firstly, the paper combining the former research achievements as theoretical basis, that is,Corporate Citizen,Cause-related Marketing,strategic philanthropy,and then,we go to a new "corporate philanthropy"Secondly, this paper based on the view of whether corporate should undertake the responsibility of philanthropy and the requirement of the enterprises in China, point out the rationality and the necessity of enterprise combining charitable acts with business objectives, at this time, the business objectives is the base of the corporate charitable activities, a strategic corporate philanthropy is a act for enterprise adapting to the changing environment.Lastly, synthesize the theory research and the actual operation of the business case, analyzed the difference between domestic corporate philanthropy and foreign corporate philanthropy, such as evolving of corporate philanthropy and the behaviors of corporate philanthropy,then find out the present problem of our domestic corporate philanthropy, giving some advice and put forward the integrated program of how to operation a strategic charity project, the whole procedure has there parts, we emphasize every point during the activities to guide the corporate charitable activities. The paper try to combine the theory with practice, giving my own views, I believe it can help the corporate to execute concrete practice of strategic philanthropy under the domestic condition, to some extent, the paper has very important theory means and practical means.