Discussion On The Ethics Of Corporate Strategic Philanthropy

An enterprise should not only make profits but also bear other social responsibilities. It is a challenging task to make both done and bring out the best of them. In recent years, some enterprise managers put rationality instrumentalism into their charity behavior, which forms strategic philanthropy and combine enterprise charity with its development strategy. In this way, making profits and charity are put together, the enterprise’s characteristics are reflected, the enterprise’s brand and image are promoted, the lasting competitive power is achieved and in the end, the harmony is shown in the conflict between the ethics and the performance. Such strategic philanthropy exerts a great social influence.This thesis refers some research findings about strategic philanthropy home and abroad. Firstly, it summarizes the definition and controversies on strategic philanthropy, traces the historic development of strategic philanthropy in China and in the western countries and analyses the differences between the traditional philanthropy and strategic philanthropy.Secondly, this thesis give an analysis of enterprise strategic philanthropy from the aspect of ethics. The author believes that the strategic philanthropy pattern, which is achieved by the rational economic tools applied into the modern enterprise charity, has a practical significance to mediate the ethnic conflicts between "economist" and "moral man","moral" and "utility","selfish" and "altruistic"What’s more, this thesis conducts an empirical study into the Chinese enterprise strategic philanthropy. The results show that the strategic charity hasn’t become the main stream, though it may decrease the cost of enterprise charity so as to benefit the enterprise financial performance. At present, most Chinese enterprise charity is still in the traditional stage. The strategy is not universal nor obvious. No relevant function departments and regulations are responsible for the supervision, management and evaluation of the charity projects in these enterprises.Last but not least, this thesis gives the macro and micro analysis on the problems in the Chinese enterprise charity, especially the strategic philanthropy and put forward some suggestions on enterprise strategic philanthropy from the viewpoint of enterprise managers.