| Summary: | 碩士 === 南華大學 === 非營利事業管理研究所 === 91 === Corporate philanthropy marketing has now been the best way to create charitable appearance of many companies. For example, the help from companies during the Ji-Ji big earthquake still highly praised by the common peoples. However, the companies not only should do their responsibilities during crisis, but they should also do them in normal time. The manager of 7-11, Zhong-Ren Xu, said,“There is no direct relationship between philanthropy and marketing. However, it is very important for companies for prolong development.” The foundations funded by departments in our country are highly similar in their major service targets, selling items and strategies. The human resources are kept simple in these foundations. The corporate philanthropy needs long term investigation and long time to see the results. Nevertheless, corporate philanthropy often leads to unexpected good results in the long term.Especially for those departments, which directly interact with customers. They get best opportunities to announce their charitable concepts. More and more departments, no matter how big or small, are
devoting into corporate philanthropy indicates the trend of corporate philanthropy marketing. Also from the points of the attitude of funding foundations to announce their charitable concepts, no matter if they could maintain a foundation or not. They should concentrate with strategies and careful plans to get the job done.
This research is based upon department stores in our country. The purpose is to notice the department stores about the fundamental nature of the public philanthropy activities they hold. If these activities are of positive enhancement for the minority group or just for their own good. If we could distinguish the differences between them, the public philanthropy activities hold by department stores will be completely different today. We conclude the philanthropy activities of 53 department stores around the country and three conclusions are proposed.
1. In the inducement of department stores’ philanthropy funding: The achievement of department stores should not influence the frequency of public philanthropy activities. The philanthropy is good for the charitable appearance of department stores. We should not only encourage but also honor for those department stores which willing to fund public philanthropy activities.
2.In the influence of department stores’ funding: The cognizance of funding public philanthropy activities in department stores’ personnel should be development. The contents of public philanthropy activities hold by department stores should be aggressively planning and development.The cognizance of public philanthropy activities of normal people should be development.
3.In the decision of department stores’ funding: The contents of public philanthropy activities hold by department stores should be more creative by activity designer. The philanthropy organizations could take more advantages of public philanthropy activities hold by department stores. The mode of funding by department stores should be stabilized.
In conclusion, corporate philanthropy is another way to increase social welfare. The position and influences in the whole social welfare system should be more concerned and discussed.
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