Research On The Development Of Social Enterprises From The Perspective Of Open System

Since the 21 st century,the development of social enterprises has emerged and become a new force in promoting the social governance system.However,due to the late start of development,it is difficult for some social enterprises in our country to achieve sustainable development due to imperfect organizational culture,insufficient brand building,and lack of funds during the development process.In view of this,the research selects the more successfully developed B organization in Guangzhou as the research object for case study,collects empirical data through in-depth interviews,participatory observations and other methods.From the perspective of open system organization theory,from the perspective of organizational culture construction,brand building and The three dimensions of fundraising comb through the unique experience in the development process of organization B,and provide reference for social enterprises to achieve sustainable development.The study found that in terms of organizational culture construction,Organization B built an organizational culture that emphasizes adaptability based on organizational missions,and adjusted organizational structure to adapt to the environment according to changes in the external environment;recruited appropriate organizational members based on the degree of value matching,and designed from training and space Infiltrate it with culture;integrate the organization concept into the project design,and radiate the organization culture to the outside through the employees' practice.In terms of brand building,organization B creates an organizational brand based on the organizational mission and builds an exclusive brand community;from the perspective of users,it improves the communication matrix and uses the power of the brand community and partners to carry out brand communication;convey brand value through products,and The audience makes emotional links to maintain a good image of the brand.In terms of fundraising,organization B takes its own brand communication capabilities as a resource advantage,and contacts external organizations to carry out business cooperation by actively seeking cooperation,resource replacement and broadening organizational boundaries;based on the service capabilities and resources of young people,it uses the brand community Develop youth service product marketing as a foundation,and obtain continuous income by improving user experience and meeting user needs to increase user stickiness;based on long-term development strategies,promote the organization of brand IP,expand the brand and expand the product matrix,and continue to introduce professional talents Improve the fundraising ability of the organization.Based on the development experience of B organization,the research proposes that social enterprises must build a spiritual organizational culture,integrate organizational philosophy and organizational culture into services to attract stakeholders to join.In terms of brand building,social enterprises should create integrity brands based on organizational missions,use Internet media,partners and other resources to carry out brand communication,and maintain brand image by delivering brand value through services.In terms of financing,social enterprises must accurately grasp the demands of service buyers and partners,strive for business cooperation opportunities by providing valuable cooperation returns;strive for policy support from the government to obtain legal resources needed for survival and development,and attach importance to The improvement and integration of internal resources continue to improve the organization's ability to raise funds.