How Public Expectation AffectCorporate Philanthropy Behavior

With the development and popularity of the corporate social responsibility, corporate philanthropy, which is one of the main methods of corporate social responsibility, is getting more and more attention from public.When the public sentiments is fully mobilized by social events,the public show strong interest in corporate philanthropy.Basic on the five related influencing factors of public expectations,which are the strength of enterprises,Corporate Image,Third-party corporation,social media,social event,this paper constructs the interactive model of enterprise and the public expectations by two related cases,which contain "Donation Affairs "of Wanke and A corporation of Shengze town. Public expectation achieve its goal to change the corporate behavior mainly by influencing the important stakeholders.on the corporate side,public expectation pressure enterprise by means of public opinion,which threat the legitimacy of the enterprise.In order to survive and development,the enterprise are forced to change their strategy to cater public expectations.This paper gives the relevant strategy of public expectations management for enterprises to help enterprises better development.