Research On The Operation Mode Optimization Of Charity Supermarket From The Community Embedded Perspective The Shantao Case Study

As an important form of charitable organization,charity supermarket,with the help of supermarket management and operation,aims at providing social services,recycling materials,raising charitable awareness and funds.To carry out charitable retailing activities is a new way to combine business model with public welfare objectives.Having been developing for 16 years,charity supermarkets in China are generally neglected with few customers.A few of them even close down because of poor management,and their living conditions continue to deteriorate.This paper focuses on the public welfare innovation that combines charity supermarkets with the Internet,and tries to find out a suitable operation mode of the charity supermarket from the community embedded perspective based on summarizing the Shantao mode,so as to promote charity supermarkets to play a better role in collecting social donations,helping the poor and providing voluntary services.This paper takes Shantao,a specific case of charity supermarket,as the research object.In order to enrich the comparability of the study,14 offline public welfare experience stores in Shanghai were selected as 14 case studies of the same type.To understand the basic situation of charity supermarkets and Shantao,first of all,the relevant policy of charity supermarkets,the works and papers of scholars,transparent reports of Shantao over the years and information from the Shantao official website are systematically sorted out in the data collection.Secondly,the first-hand information related to Shantao has been collected through Field Research and volunteering and participation in public welfare activities in Shantao since June 2018.Finally,on the basis of literature review,the interview outline is designed and interviews are conducted in specific ways,such as delineated interviews,recommendation interviews and retrospective interviews,in order to obtain more comprehensive and in-depth information.Firstly,around the organization positioning,structure and operation,this paper summarizes and refines the experience of Shantao model of three aspects:market operation,network operation and socialized operation.At the same time,it is considered that the lack of communalization is the most important deficiency of Shantao model at present through the analysis.Secondly,the specific suggestions are put forward around the embedding of environment,structure and cognition to the embedding of the Shantao community.At last,based on the above analysis,it is believed that the operation mode of charity supermarkets should be market-oriented,networked,socialized and communalized.