Research On The Poverty Alleviation Model And Its Optimization Of JD Group From The Perspective Of Social Responsibilities

Poverty issue has always been a serious problem that is in the way of human society development.During the process of eradicating poverty issue,it is proved by experts and scholars around the world that enterprises are the best carriers to eradicate poverty.Meanwhile,enterprises can fulfill their social responsibilities in the process of helping to eradicate poverty,thereby enhance their development potential.In recent years,as domestic market is becoming increasingly mature,all kinds of enterprises are enjoying rapid development and becoming an essential integral part of national governance.At the same time,the government realizes that poverty alleviation will not be achieved through system guidance alone with the poverty problem protruding more evidently,and that social forces should play a vital part in it.After the launch of targeted poverty alleviation policy,many domestic enterprises actively respond to the call and take part in various activities of poverty alleviation,thus become the pillar to support China's poverty reduction strategy.And to be a part of the strategy is also becoming a crucial way to realize their social responsibilities.Under this circumstance,topics like what are the models of enterprises' poverty reduction activities? are there any problems and how to optimize them? are being hotly discussed.This paper,based on BOP strategy,stakeholder theory,coordinated governance theory,and moral capital theory,illustrates the relationship between social responsibility and enterprises' involvement in poverty reduction.By analyzing the current situation of the area where JD Group locates and current development of the company,it is summarized that the models of JD Group to participate poverty alleviation are using photovoltaic industry to stimulate economy,interest-stake pension and rebating for employment.The embodiment of social responsibility is also analyzed.By conducting interviews,this paper probes into problems existed in the enterprise's poverty reduction activities,finds out the reasons,and puts forward corresponding suggestions.Mains conclusions are as follows: 1)Poverty reduction still remains arduous for the county where JD Group locates,and the local government highly appreciated the participation of enterprises.JD Group is performing well in every economic indicators and enjoying a high employee satisfaction and stable cooperation relationship,which provides a relatively favorable internal and external environment for JD Group to participate in poverty alleviation.2)Three models of JD Group to participate poverty alleviation are summarized: using photovoltaic industry to stimulate economy,interest-stake pension and rebating for employment.In the process of alleviating poverty,the enterprise realizes its social responsibility by providing jobs,improving employees' working skills,improving infrastructure in poverty-stricken villages,improving living environment,increasing the income of improvised households and undertaking charity works,etc.3)Combining with relevant research results,interview outlines,actual problems needing to be handled,the interview outline of this paper is designed.Through three semi-structured on-site interviews of government officers,enterprise staff and mass people,it is concluded: in the model of using photovoltaic industry to stimulate economy,due to the lack of enough evaluation and motivation,there are problems of operation and unreasonable staffing.For interest-stake pension mode,the impoverished people themselves are not active enough,and the alleviation poverty model is not open enough,thus the uplift of the poverty-hit people's quality is slow and the synergism is not in full play;for the rebating for employment model,the enterprises do not have necessary power authorized by the government and the enterprise structure is lagging behind,thus the enterprises experience larger public opinion pressure and the staff work under bigger pressure;in terms of social responsibilities,the knowledge of poverty-hit groups is not enough,publicity and release of poverty information is not prioritized,thus the mass people almost do not know about general support and help moves,the enterprises do not perform well enough in terms of shouldering social responsibilities,which undermines the implication of social responsibilities by enterprises.4)Finally,the paper integrates the existing problems of enterprise participating in poverty alleviation and deep causes,puts forward suggestions emphasizing presumptive analysis and research and risk control and digging out beneficial policies to motivate enterprises for photovoltaic sector poverty alleviation model,;for interest-stake pension model,this paper recommends to set up clear reward and punishment mechanism to improve poverty-hit peasants' internal motivation,lower entrance threshold to attract interest sides to participate;for the rebating for employment model,this paper puts forward that the government shall empower the enterprises and perfect its structure to match enterprises' strategic positioning;to upgrade the implication of social responsibilities,this paper puts forward to collect people's demands to complete support and help mechanism,emphasize the publicity of poverty alleviation information and social feedback.All those suggestions motioned will provide theoretical reference for JD Group to improve performance efficiency of social responsibilities in the participation of poverty alleviation.