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The essence of corporate philanthropy is that the company bears certain social responsibilities.A.B.Carrol(1999)suggests that corporate social responsibility has four levels of significance:economics,law,ethics,and philanthropy.Engaging in various types of charitable activities is an important form of expression in which companies participate in social life and assume social responsibility.If charitable social responsibility can be further integrated with the company's own operations,exerting technological and resource advantages,the company will win the praise of the society and enhance its reputation among the public.This will have a positive effect on enterprises to enhance their core competitiveness and maintain sustainable development.This essay first justifies corporate philanthropy from ethical,utilitarian,and social conflict perspectives.How corporate philanthropy influences the company’s competitive advantages will also be evaluated.Overall,corporate philanthropy is an important way for companies and society goal to align and achieve sustainable development.
企业慈善的本质是企业承担一定的社会责任。A.B.Carrol(1999)认为，企业社会责任具有四个层面的重要性：经济、法律、道德和慈善。从事各类慈善活动是企业参与社会生活、承担社会责任的重要表现形式。如果慈善社会责任能够进一步与公司自身经营相结合，发挥技术和资源优势，公司将赢得社会的赞誉，并在公众中提高其声誉。这将对企业增强核心竞争力，保持可持续发展产生积极影响。本文首先从伦理、功利主义和社会冲突的角度论证企业慈善。公司慈善事业如何影响公司的竞争优势也将进行评估。总的来说，企业慈善事业是企业和社会实现可持续发展目标的重要途径。
It is necessary to answer the question whether the company should assume philanthropy responsibility.Some people think that enterprises are economic beings,and they constantly pursue profit maximization.Others think that enterprises are a combination of a series of contracts,and are producers of goods for the public.These all explain enterprises in only one way.Simply put,an enterprise is an economic organization that provides goods,seeks benefits,and serves the society within the scope of laws and regulations(Kolstad,2007).As an economic entity,an enterprise must combine various internal factors to maximize profits.At the same time,enterprises are still the carrier of the political system and ideology of certain society.As a member of society,enterprises must not only handle the relationship between internal factors,but also the relationship with the public,the environment,the consumers,and other stakeholders of the company(Kolstad,2007).Just as a healthy person cannot be separated from the society,a company cannot exist independently from a certain social environment,consumers,competitors,and other stakeholders.Therefore,corporate responsibility is not only economic and legal responsibility,but also philanthropic responsibility and ethical responsibility.A successful company must seek the harmonization of these responsibilities.
有必要回答公司是否应该承担慈善责任的问题。有人认为企业是经济存在体，不断追求利润最大化。其他人则认为企业是一系列合同的结合体，是为公众生产商品的生产者。这些都只能用一种方式解释企业。简单地说，企业是一个经济组织，在法律和法规范围内提供商品、寻求利益和服务于社会(Kolstad，2007年)。企业作为一个经济实体，必须结合各种内部因素，实现利润最大化。同时，企业仍然是一定社会政治制度和意识形态的载体。作为社会的一员，企业不仅要处理好内部因素之间的关系，还要处理好与公众、环境、消费者和公司其他利益相关者之间的关系(Kolstad，2007年)。正如一个健康的人不能与社会分离一样，一个公司不能独立于特定的社会环境、消费者、竞争对手和其他利益相关者而存在。因此，企业责任不仅是经济和法律责任，而且是慈善责任和道德责任。一个成功的公司必须寻求这些责任的协调。
The stakeholder theory is one of the most popular theories to justify corporate philanthropy.A stakeholder is an individual or group of individuals who have one or more interests in a business(Brown,&Forster,2013).Stakeholders can be considered as any individual or group that an enterprise can influence through actions,decisions,policies,practices or goals.Conversely,these individuals or groups can also influence the actions,decisions,Policies,practices or goals of the enterprise(Pérez,&Rodríguez del Bosque,2016).In today's highly competitive and economically globalized environment,many individuals and groups are corporate stakeholders.The direct stakeholders of enterprises include the stockholders,employees,customers.Indirect stakeholders cover an even broader scope,including members of the supply chain,business competitors,government institutions,special interest advocate groups,the mass media,and the society(Brown,&Forster,2013).The main stakeholders have a direct impact on the success of the company,and the secondary stakeholders have a great influence on the company as well.Stakeholder theory is an objective basis for illustrating the philanthropic responsibility of enterprises from a mutually beneficial perspective.Enterprises that bear certain responsibilities are able to bring more opportunities to themselves,to realize their own interests,and to meet the requirements and expectations of stakeholders at the same time.This is a result that everyone is satisfied with,reaching the maximum utility.
利益相关者理论是企业慈善事业最受欢迎的理论之一。利益相关者是指在企业中拥有一个或多个利益的个人或个人团体(Brown和Forster，2013年)。利益相关者可以被视为企业可以通过行动、决策、政策、实践或目标影响的任何个人或团体。相反，这些个人或团体也可以影响企业的行动、决策、政策、实践或目标(P_rez和Rodr_guez del Bosque，2016)。在当今高度竞争和经济全球化的环境中，许多个人和团体都是公司的利益相关者。企业的直接利益相关者包括股东、员工、客户。间接利益相关者的范围更广，包括供应链成员、商业竞争对手、政府机构、特殊利益倡导者团体、大众媒体和社会(Brown和Forster，2013年)。主要利益相关者对公司的成功有直接影响，次要利益相关者对公司也有很大影响。利益相关者理论是从互利的角度阐释企业慈善责任的客观依据。承担一定责任的企业能够为自己带来更多的机会，实现自身利益，同时满足利益相关者的要求和期望。这是每个人都满意的结果，达到了最大效用。
In addition to the ethical and functional perspectives,corporate philanthropy is also an effective way to resolve social conflict.At present,the gap between the rich and the poor,and the distribution of social wealth are becoming the major social problem around the world.This requires both the further improvement of the social security system and philanthropy.In addition to the distribution of social wealth through the competition-driven way,social security and social welfare,a moral-driven distribution is an effective complement to the redistribution system.That is,the rich voluntarily distribute the money to the poor(Dasgupta,&Kanbur,2011).Charitable activities are a kind of selfless dedication to the people who encounter disasters or misfortunes in society.It is a necessary supplement to the social security system under the leadership of the government.Charity is not only a barometer of economic development,but also a balance between the rich and the poor,and an important force in a harmonious society.Under the influence of ethics,enterprises voluntarily donate part or most of their profits to the society.It helps to narrow the wealth polarization,and make up for the limited government capacity.The philanthropy of enterprises not only plays a role in poverty alleviation,but also plays a role in resolving social conflicts and stabilizing social order.
企业慈善除了从伦理和功能的角度出发，也是解决社会冲突的有效途径。目前，贫富差距和社会财富分配已成为世界各国面临的主要社会问题。这既需要社会保障制度的进一步完善，也需要慈善事业的进一步发展。除了通过竞争驱动、社会保障和社会福利的方式分配社会财富外，道德驱动的分配是再分配制度的有效补充。也就是说，富人自愿将钱分配给穷人(Dasgupta和Kanbur，2011年)。慈善活动是对社会上遭遇灾难和不幸的人们的一种无私奉献。它是政府领导下社会保障制度的必要补充。慈善事业不仅是经济发展的晴雨表，而且是贫富之间的平衡，是和谐社会的重要力量。在伦理的影响下，企业自愿将部分或大部分利润捐给社会。它有助于缩小贫富分化，弥补政府能力有限的不足。企业的慈善事业不仅在扶贫中发挥作用，而且在解决社会矛盾、稳定社会秩序中发挥作用。
Since the mid-1990s,Michael E.Porter has gradually applied his theory of competitiveness to the analysis of corporate philanthropy,and finally formed a unique strategic corporate philanthropy theory.Porter first explicitly opposed the mutual exclusion of corporate philanthropy and corporate economic goals represented by Milton Friedman(Stonehouse,&Snowdon,2007).Porter believes that in today's open,knowledge-based competitive environment,this idea of conflicting philanthropy and profit has become increasingly obsolete.First,the competitiveness of enterprises depends to a large extent on the competitive context,including well-trained employees,high-quality scientific research institutions,sound infrastructure,efficient and transparent administration procedures,and sufficient natural resources,etc.Corporate philanthropy can often improve the competitive environment of enterprises.Second,the competitiveness of today's enterprises does not depend mainly on the quantity of production factors,but on the level of productivity.Enterprises control pollution and waste directly in improving productivity(Stonehouse,&Snowdon,2007).Meanwhile,they can also improve education and infrastructure through charitable donations,which is undoubtedly improving productivity in an indirect way.Obviously,philanthropy is not only beneficial to the society,but also beneficial to the enterprise.
Strategic philanthropy has a very important impact on the competitive environment.For example,improvement in the level of education and training provides enterprises with a large number of high-quality labor reserves.Improvement in the quality of local life of the enterprise is beneficial to all local residents,and at the same time attracts the migrating population with special expertise.This is an illustration of the theory of Creating Shared Value through goal alignment(Moon,et al.,2011).From the perspective of demand and supply situation,strategic philanthropy can not only affect the local market size,but also effectively improve the quality of the local market.From a strategic and competitive environment perspective,strategic philanthropy is critical for creating a more efficient and open and competitive environment.Finally,from the perspective of relevant and supporting industries,strategic philanthropy can promote the development of the group in which the company is located and consolidate various supporting industries related to the enterprise.American Express has participated in philanthropic activities to support tourism(Marguerite,1999).Such supportive industries have enhanced the competitiveness and development capabilities of the local tourism industry,and indirectly brought great benefits to American Express.
Corporate philanthropic donations can also create a responsible enterprise and a positive corporate culture for the company,attracting and retaining employees,creating a positive work atmosphere,and easily create an active and healthy value for employees(von Schnurbein,Seele,&Lock,2016).Through continuous and effective charitable donations,companies can create and maintain relationships with stakeholders such as governments,customers,suppliers and other stakeholders.This kind of relationship asset will create more value for the company.For example,after Jiaduobao,a Chinese beverage company,donated 100 million yuan after the Wenchuan Earthquake,sales performance of the company rose sharply.In 2008,the company's sales exceeded 10 billion yuan,almost doubled that of 2007(Bai,&Chang,2015).The huge donation of Jiaduobao is not only the reflection of its social responsibility,but also the foundation for the enterprise and its brand to grow.Philanthropy has won the company high economic benefits and good reputation,achieving a win-win situation for both enterprises and society.At the 2010 Yushu Earthquake Disaster Relief,the company once again donated RMB 110 million to the disaster area.This move further consolidated Jiaduobao’s national enterprise image among the public,greatly shortening the process of brand recognition by Chinese consumers.
In conclusion,philanthropy is necessary for any company not only because of ethical considerations,but also based on the companies’need of sustainable development.Strategic philanthropy is a long-term accumulation process.If a company only appears in the public image in the face of an unpredictable natural disaster such as a tsunami or an earthquake,it is actually difficult to create a lasting effect.The enterprise should consider about the charitable activities of the enterprise from a strategic point of view.The best way to participate in philanthropy is to integrate corporate donations into corporate development goals,formulating a philanthropic theme related to business operations.Then,a systematic,detailed and personalized public relations plan and marketing strategy to highlight corporate social welfare should be created accordingly.All successful enterprise should build a philanthropy program,and a marketing system that takes into account the economic benefits and social effects.The alignment of corporate and social goals is the key to sustainable and long-term success of the enterprise.
