A Study On The Market-oriented Model Of Charity Supermarket Operated By Social Organizations

The sustainable development of charity supermarket needs to establish a perfect hematopoiesis mechanism through market-oriented operation,reduce the excessive dependence on the government,and constantly stimulate the vitality of operation.Under the background of promoting the innovation and development of Charity Supermarket,Shanghai actively carried out the social operation reform of Charity Supermarket,entrusted social organizations and others to operate Charity Supermarket,and gave full play to the vitality of Charity Supermarket.In practice,there are differences in the market-oriented model of social organizations operating charity supermarkets,and the benefits of the model operation are also different.Based on the theory of actor network,this paper uses case study method to explore and analyze the marketization model of W Charity Supermarket,R Charity Supermarket and N Charity Supermarket in H District of Shanghai through participatory observation and interview.It is found that in the process of constructing the actor network of Charity Supermarket,social organizations,as the core actors,tend to choose different human actors who master the goods resources under the influence of organizational relationship resources,so there are differences in the actor network formed by translation.W Charity Supermarket,R Charity Supermarket and N Charity Supermarket have respectively formed actor networks with supply enterprises as the center,caring enterprises as the center and community residents as the center under the translation of their respective social organization operation subjects.The operation of actor network affects the way that charity supermarket obtains commodity resources,and forms three marketing models: self-purchase sales model,new product donation sales model and non-new product donation sales model.The scale,the degree of interaction and the relative stability of actor network have an impact on the efficiency of the market-oriented model.This paper puts forward suggestions for optimizing the model from three aspects: expanding the scale of actors,enhancing the degree of interaction and maintaining the relative stability.