Research On Characteristics Of Philanthropy Actions

With the rapid development of China's economy, energy shortage, environmental pollution, food safety and other socio-economic issues have gradually become a public focus, so that Chinese enterprises actively participate in public welfare activities, and take the initiative to take on social responsibilities, creating differentiated competitive advantage. However, philanthropy strategies of enterprises with different nature are quite different, so it appears to be particularly important to research in how to carry out philanthropy activities more effectively.Firstly, the paper reviews the Chinese and Western scholars'literatures of corporate social responsibility, cause-related marketing and stakeholder theory, and builds the research framework and the variables and data sources for content analysis. In order to investigate the similarities and differences between Chinese enterprises with different nature, the paper chooses six Chinese large enterprises (including multinational companies, state-owned enterprises and private enterprises) as samples of case study. Secondly, the paper uses content analysis method to analyze six philanthropy from twelve perspectives, focusing on the philanthropy motivation, organizational strategy and implementation strategy, which provides inspiration on how to operate philanthropy actions to Chinese enterprises'managers.The paper mainly comes to the following conclusions:Chinese enterprises actively join in the philanthropy activities in order to raise brand awareness and to establish more competitive advantages. That is, the Chinese enterprises have already infiltrated marketing thinking into philanthropy actions. Moreover, with the rapid growth of the domestic economy and improvement in management level, Chinese enterprises'organizational strategies have kept pace with multinational corporations. However, from the aspect of implementation of philanthropy strategy, great gaps between the domestic enterprises and the multinational corporations due to differences of history, culture, and the consumption environment.