红十字会作为一支起源于战场救护的中立组织，救援和救灾是其重要的 职责之一；在和平年代，普及应急救护、防灾避险和卫生健康知识，同时开 展志愿服务、帮助最易受损害群体提高生命质量成为又一重要的职责，而筹 资工作则是履行法定职责、践行宗旨和使命的重要基础和支撑。黑龙江省红 十字会主要依靠财政拨款、基金会支持和社会捐赠三个渠道获得资助，然而 财政拨款主要用于人员和办公经费的支出，基金会主要资助固定的慈善项目， 所以只有不断增强社会捐赠，即自主筹集资源的能力，才能够满足黑龙江省 的人道主义救助需求。由于黑龙江省红十字会地处偏远、经济欠发达，要长 期、持续有效的筹资可谓是困难重重，所以对黑龙江省红十字会筹资问题进 行研究有着非常重要的意义。 本文将通过国内外文献的研究、大样本的问卷调查及相关分析对黑龙江 省红十字会的筹资问题进行研究，首先对黑龙江省红十字会的筹资现状、存 在问题及影响因素进行分析，确定研究假设；其次设计、下发和回收调查问 卷，使用 SPSS19.0 进行信度、效度和回归分析。通过分析得出捐赠意愿、捐 赠氛围、捐赠观念、组织公信力、管理机制、服务机制、组织专业化、人员 专业化和筹资专业化等 9 个维度的影响因素对黑龙江省红十字会的筹资产生 正向影响，并针对这 9 个影响因素提出加强筹资的对策，包括通过公益宣传 提升慈善捐赠氛围，通过公益活动进社区、企业和学校来促进慈善捐赠观念 的深入；通过建立信息公开机制、全面监督机制和捐赠人服务体系来增强组 织公信力；通过提高组织成员的专业素质、专业的备灾救灾体系和专业化的 筹资流程来强化组织专业性；通过长期规划、内部控制和人力资源激励机制 的建设来保障筹资对策的顺利实施。 关键词：红十字；筹资；影响因素哈尔滨工业大学工商管理硕士学位论文 - II - Abstract The Red Cross As a neutral organization originated from battlefield, rescue and disaster relief is regarded as one of its important responsibilities. In peace time, The Red Cross is committed to propagate emergency rescue, disaster prevention as well as health care, and meanwhile to volunteer to help the most vulnerable groups to improve the quality of life. Fundraising is the important foundation and support to fulfill the legal duty and carry out the purpose and mission. The financial income of Heilongjiang Red Cross Society mainly relies on financial allocations, foundation support and social donations. However, the financial allocation is mainly used for the expenditure of staff wages and office funds, and the foundation mainly supports regular charitable projects. Therefore, the humanitarian needs of our province can be fulfilled through continuously strengthening social donation, in another word, through enhancing the ability of raising resources. Because located in remote and underdeveloped area, it is difficult to raise funds continuously and effectively for a long time for Red Cross Society of Heilongjiang Province, it is of great significance to study the fundraising of Heilongjiang Red Cross. This paper will study the financing problems of Heilongjiang Red Cross based on domestic and foreign literature research, large sample questionnaire survey and influencing factors analysis. Firstly, analyzes the current situation, existing problems and influencing factors on fundraising of Red Cross of Heilongjiang Province, determines the research hypotheses. Secondly, the questionnaire shall be designed, distributed and recovered, and the reliability, validity and regression analysis shall be performed by using SPSS19.0. Through analysis, it is concluded that nine dimensions of influencing factors have a positive impact on the fundraising of Heilongjiang Red Cross. The nine dimension include donation willingness, donation atmosphere, donation concept, organization credibility, management mechanism, service mechanism, organization specialization, personnel specialization and financing specialization. and put forward countermeasures to strengthen fundraising, including raising the atmosphere of charitable donation through public interest propaganda. Carrying哈尔滨工业大学工商管理硕士学位论文 - III - out the public welfare activities in community, enterprises and schools to promote the concept of charity donation; Through the establishment of information disclosure mechanism, comprehensive supervision mechanism and donor service system to enhance the credibility of the organization, by improving the professional qualities of the members of the organization, professional disaster preparedness and relief system and professional financing process to strengthen the organization's professionalism; Through long range planning, the internal control and the construction of human resources incentive mechanism to ensure the smooth implementation of financing countermeasures. Keywords: Red Cross, fundraising, influencing factors哈尔滨工业大学工商管理硕士学位论文 - IV - 目 录 摘要...............................................................................................................................I Abstract..........................................................................................................................II 第 1 章 绪论................................................................................................................... 1 1.1 问题的提出..........................................................................................................1 1.1.1 研究背景.......................................................................................................1 1.1.2 研究目的及意义..........................................................................................1 1.2 国内外研究综述.................................................................................................2 1.2.1 国外研究现状..............................................................................................2 1.2.2 国内研究现状..............................................................................................4 1.2.3 国内外文献综述的简析.............................................................................7 1.3 论文的研究方法及研究内容............................................................................8 1.3.1 研究方法.......................................................................................................8 1.3.2 研究内容.......................................................................................................8 1.4 论文的研究框架.................................................................................................9 第 2 章 黑龙江省红十字会筹资现状及存在问题的分析.........................................11 2.1 黑龙江省红十字会筹资现状..........................................................................11 2.1.1 单位情况介绍............................................................................................11 2.1.2 筹资原则及特点........................................................................................11 2.1.3 筹资渠道现状............................................................................................12 2.1.4 筹资统计数据............................................................................................13 2.1.5 与兄弟省红十字会筹资现状的比较分析.............................................14 2.2 黑龙江省红十字会筹资存在的问题.............................................................14 2.2.1 筹资自主性差............................................................................................15 2.2.2 筹资渠道单一............................................................................................15 2.2.3 筹资总量少且自筹资源比例低..............................................................16 2.2.4 社会捐赠非常态化....................................................................................16 2.4 本章小结............................................................................................................17 第 3 章 黑龙江省红十字会筹资影响因素的分析.................................................18 3.1 黑龙江省红十字会筹资的影响因素与研究假设.......................................18 3.1.1 捐赠意愿影响因素....................................................................................18哈尔滨工业大学工商管理硕士学位论文 - V - 3.1.2 组织公信力影响因素...............................................................................19 3.1.3 组织专业性影响因素...............................................................................19 3.1.4 研究假设.....................................................................................................20 3.2 变量的测量及量表设计..................................................................................21 3.2.1 捐赠氛围的测量........................................................................................21 3.2.2 捐赠观念的测量........................................................................................22 3.2.3 管理机制的测量........................................................................................23 3.2.4 服务机制的测量........................................................................................24 3.2.5 人员专业化的测量....................................................................................25 3.2.6 筹资专业化的测量....................................................................................25 3.2.7 量表的设计................................................................................................ 26 3.3 调查问卷的设计与下发..................................................................................28 3.3.1 调查问卷的设计........................................................................................28 3.3.2 样本选择及数据来源...............................................................................29 3.4 统计分析............................................................................................................29 3.4.1 基本信息统计分析....................................................................................29 3.4.2 慈善认知的统计分析...............................................................................31 3.4.3 捐助指数的统计分析...............................................................................33 3.5 效度和信度分析...............................................................................................34 3.5.1 效度分析.....................................................................................................34 3.5.2 信度分析.....................................................................................................36 3.6 相关性分析........................................................................................................36 3.7 回归分析............................................................................................................37 3.8 本章小结............................................................................................................41 第 4 章 黑龙江省红十字会筹资对策及保障措施.................................................42 4.1 提高慈善捐赠意愿...........................................................................................42 4.1.1 公益宣传提升慈善捐赠氛围的广度..................................................... 42 4.1.2 公益活动促进慈善捐赠观念的深入..................................................... 43 4.2 增强组织公信力...............................................................................................45 4.2.1 建立信息公开机制....................................................................................45 4.2.2 建立全面监督机制....................................................................................47 4.2.3 建立捐赠人服务体系...............................................................................48 4.3 强化组织专业性...............................................................................................49哈尔滨工业大学工商管理硕士学位论文 - VI - 4.3.1 提高组织成员的专业素质.......................................................................50 4.3.2 用专业的备灾救灾体系树立品牌形象.................................................51 4.3.3 完善专业化筹资流程...............................................................................52 4.4 筹资对策的保障措施.......................................................................................55 4.4.1 提升捐赠意愿的保障措施.......................................................................55 4.4.2 增强组织公信力的保障措施.................................................................. 56 4.4.3 组织专业化的保障措施...........................................................................58 4.5 本章小结............................................................................................................60 结 论............................................................................................................................61