首先，本文指出了企业战略型慈善行为的理论基础：企业公民理论、公益
事件相关联营销理论、竞争环境导向型慈善行为理论、以及公益品牌战略论。
结合这些理论，引出“战略型慈善营销”的概念。
其次，结合中国企业慈善活动的发展现状，指出了中国企业将慈善行为和
经营目标实行战略性结合的合理性和必要性，并提出企业的经营目标是企业实
行慈善行为的基础，战略型的慈善行为是企业能动地适应外界环境变化的表现。
最后，综合理论研究成果和企业界的实际操作案例，找到中国企业发展战
略型慈善营销的困难，给出合理的优化建议，并在这个基础上探索性地提出了
完整的战略型慈善项目的构建方案，分三个部分进行具体的阐述，从实际过程
的每个步骤为要点，给企业提供指导。该文努力做到理论和实践相结合，提出
自己的观点并加以证实，充分结合中国的国情，为企业实施具体的战略性慈善
营销提供参考和帮助，具有一定的可操作性和实践意义。
关键词：企业社会责任；慈善行为；战略
ABSTRACT
Philanthropy has been developed for a 10ng time．and the real coporation
philanthropy iS begin with the western industrial civilization．With the development of
theory and practice，corporation philanthropy has been to a new stage，“Philanthropy’’
which refers in this paper iS not j ust means making donations．but has itS new
meaning．The Public are raising their foCUS on the social problems．and Corporate
Citizenship has faced the expectations of Corporate Social ResDonsibilities，people
hope that corporations could shoulder more responsibilities for the society，on the
other way，differing form the purely altruistic donations，more and more COrporate are
taking actions to demonstrate their social awareness．for the changing business
enterprise competition environment and the development of“Attention Economy”．
they begin to connect their products、brands with their charitable activities to achieve
some strategic intentions by taking their COrporate social responsibilities．
On the basis of reviewing the domestic and foreign researches about COrporate
philanthropy，this paper discussed if there can be corporate strategic philanthropy in
China and how to operate strategic philanthropy in China．
Firstly,the paper combining the foFlTIeF research achievements as theoretical
basis，that is，Corporate Citizen、Cause—related Marketing、strategic philanthropy，and
then．we go to a new“corporate philanthropy”．
Secondly,this paper based on the view of whether COrporate should undertake
the responsibility of philanthropy and the requirement of the enterprises in China，
point out the rationality and the necessity of enterprise combining charitable acts with
business objectives．at this time，the business objectives iS the base of the COrl：lorate
charitable activities，a strategic corporate philanthropy is a act for enterprise adapting
to the changing environment．
Lastly．synthesize the theory research and the actual operation of the business
case，analyzed the difference between domestic corporate philanthropy and foreign
corporate philanthropy,such as evolving of corporate philanthropy and the behaviors
of corporate philanthropy，then find out the present problem of our domestic
corporate philanthropy，giving some advice and put forward the integrated program of
how to operation a strategic charity proj ect．the whole procedure has there parts，we
emphasize every point during the activities tO guide the COrporate charitable activities．
The paper try to combine the theory with practice，giving my own views，I believe it
can help the corporate to execute concrete practice of strategic philanthropy under the
domestic condition，to some extent，the paper has very important theory means and
practical means．
Key words：Corporate Social Responsibilities；Philanthropy；Strategic
第1章绪论
1．1研究背景和意义
1．1．1研究背景
企业的慈善行为在西方发达国家已经发展了一个多世纪，不管是在理论还
是实践经验上都进入一个比较成熟的战略型阶段。随着市场经济与全球化脚步
的推进，这种战略型的慈善模式的产生，不仅把慈善行为和企业的市场开拓目
标以及长期发展目标相结合，同时也兼容了社会利益和企业的商业效益，逐渐
形成了一种制度化的运作体制。这个时候，企业进行慈善活动的目的不是出于
单纯的社会道义和责任，而是一种结合了企业内在利益需求和社会要求的理性
选择。在这种情况下，慈善和企业的竞争力息息相关，企业通过进行慈善活动
来改善外部竞争环境。
在我国，慈善思想已经存在了许多年，可是我国企业的慈善行为却还是停留
在比较原始、传统的阶段，多数企业的慈善行为目的只是单纯的回报社会和造
福桑梓，呈现非常明显的随意性，很少由企业会主动把慈善联系到改善企业的
竞争环境的“自利”目的上来，虽然有类似于像农夫山泉、蒙牛等企业进行过
战略型慈善的探索，也取得了一些成效，但是，总体来说，将慈善作为一种战
略性事业在我国企业中一直没有真正地起步。
近年来，随着公众对社会问题和企业慈善行为越来越关注，政府对慈善事
业越来越支持，一个新的慈善时代也随之来到，企业也逐渐认识到慈善活动能
带来的契机。在这样的一个新形势下，慈善行为的性质和效用开始发生变化，
企业的慈善也急需进入一种战略化的阶段，也就是摆脱纯粹的利他性质，转变
为市场竞争手段。明确这一点，有助于我们深入探讨各种企业慈善活动的合理
性和实效性，认识到我国企业在战略性慈善方面的不完善之处，继而结合我国
的基本国情，提出建设性的意见和方略，真正找到一条适合中国企业的慈善经
营之路。毕竟，我国的慈善营销跟国外企业相比还相当不成熟，如何寻找到公
益性与经济性的有机结合点，合理规划前景，也将成为理论和实务研究的重点。
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