On The Research Of Public Welfare Undertakings By Micro-Blog

In2011, the national public welfare undertakings have been the social focus."High-price Repast of Red Cross","Guo Meimei Event" and "Song Jihui Event in Henan" etc. happened one after another in a short time of one year. Various defects have been exposed in some official organizations like The China Charity Federation, The Red Cross, China Youth Development Foundation. The credibility of China charity organization has declined to the lowest.Compared with that, public welfare undertakings by micro-blog has emerged unexpectedly and spreaded widely, leading China public welfare undertaking to a new aspect. Different from traditional government, organizations and few successful charity activities, micro-blog charity has initiated a new, happy and creative path for charity activities based on the innovative concept that everybody does good to contribution to the public-service activities.The thesis aims at analyzing the new groups and their features of the examples, exposing the problems springing up in the development of micro-blog charity activities, and putting forward some suggestions of promoting the long-term and healthy development of micro-blog charity activities.This thesis talks about the interactive experience, multi-function, low price, high efficiency and creativeness in public welfare undertakings by micro-blog in order to make it more convenient and more efficient for person or organizations to take up public welfare undertaking. On the one hand, in the thesis, the author take Yaochen,who is one of the public welfare star representatives,and Dengfei,who is the beginner of an activity "free lunch",as example.According to the examples, the author analyzes the great power of personal micro-blog shown in welfare undertaking.Meanwhile, the author also discusses three main problems in the process of undertaking---differences in individual propagation,excessive liberalization and poor awareness of honesty. On the other hand,the thesis chooses some of typical examples in public welfare undertaking,such as the loving welfare platform of Mengniu,and the charitable and public propagation of China Foundation for Poverty Alleviation based on the plat form of Sina. By making a conclusion of their successful experience and the features of propagation,the author also comes up with three main problems---report with awkward expression,a lack of internet styles,high attention rate、 weak solving relevant problems and Public welfare activities transparent lack of progress. At last, the thesis will put forward six suggestions," carrying out the system of real name in micro-blog","the combination of micro-blog with traditional media "。"the definiteness of the related law of charity and welfare undertaking in micro-blog","the optimization of the charity and welfare undertaking organization","the creation of information platform in micro-blog",and "the cooperation of individuality and organization to promote sustainable developement", which will connect Chinese modern society with great needs.Besides, the author has a positive attitude towards the efforts and successful exploration in showing the promotion of the good, and shows his own opinion on how to have a further development in public welfare undertakings by micro-blog.