论文

学 士 学 位 论 文

企业捐赠行为的外部效应研究

姓 名： 学 号： 指导教师： 学 院： 专 业：

孙建营 201013120618

徐迎 经济与管理学院

市场营销

完成日期： 2014年 月 日

摘 要

当今社会“公益捐赠”、“外部效应”等词已被普通公众所耳熟能详,企业积极参与捐赠事业并取得显著效应的行为已屡见不鲜；这种捐赠在促进公益事业发展,提升捐赠企业外部形象和公信力等方面得积极作用已被众多的企业和学者所认可；随着相关法规、政策及制度的出台,我国企业捐赠事业获得了飞快地发展,企业社会捐赠外部效应效果也日渐明显。因此,大力发展我国的企业捐赠,对于促进我国的企业发展，提升其竞争力，扩大企业规模并为其提供更多的发展机遇具有不可忽视的积极意义。

本文拟从企业捐赠行为的现状入手，对企业捐赠行为的外部效应做一个较为全面的探讨，目的是解决有关企业捐赠行为外部效应的一些基本问题，为我国企业有效的实施捐赠行为提供指导，提升企业捐赠外部效应水平。

文章共分为四个部分，首先，分析国内企业与外国企业对待捐赠行为的异同，借鉴外国企业的经验；其次，通过对企业捐赠行为动因的研究，解决企业“为什么捐”的问题；第三，通过对企业捐赠行为的领域、行为方式和途径的探讨，解决企业“怎么捐”的问题；最后，通过探讨企业捐赠行为的效应，引导企业把捐赠行为融入到企业的日常经营中去，提升捐赠行为给企业带来的价值回报，增强企业的竞争力。

【关键词】企业捐赠；公益慈善；外部效应

Abstract

Nowadays, what general public has heart many times are \ \effects\And so many enterprises have participated in donation to achieve remarkable effect,which we see frequently.this donation has played an important role in promoting the development of public welfare undertakings and elevating external image and public trust of enterprises,which has been recognized by many enterprises and scholars.With the related laws and regulations,publices and regulations,our countrys enterprise donation obtained fast development.The external effects of enterprise social donation has become obvious.Therefore ,we should try our best to develop China’s corporate donation,which could have a positive meanting for the promotion of China’s enterprise development,and the hance ment of competitiveness And which could provide more choices for enterprises.

This article sets about from the status quo of corporate donation behavior, we have a comprehensive discussion about the external effect of donation behavior of enterprises, which objective is to solve some basic problems of the external effect of corporate donation behavior.It provides guidance for the implementation of China's enterprises effective donation activities and enhances corporate donation external effect level.

The article is divided into four parts, firstly, analysed the similarities and differences that domestic enterprises and foreign enterprises how to treat donation behavior and studied experience from the foreign enterprise; secondly,in order to solve the enterprise \donate\problem,we have studied on the motivation of corporate donations; thirdly, in order to solve the enterprise \the discussion of the ways and means of corporate donation behavior; finally, the effect of donation by discussing the enterprise, and guide enterprises to take the donation behavior into the enterprise's daily business to raise donations, brings to the enterprise value to return, and enhance the competitiveness of enterprises. 【Keywords】Enterprises to donate; Public charities; External effects

目 录

第1章 引言

1.1研究背景??????????????????????????1 1.2研究目的和意义???????????????????????1

1.3国内外研究现状???????????????????????2 1.3.1国外研究现状??????????????????????2 1.3.2国内研究现状??????????????????????3 第2章 企业捐赠行为概述

2.1企业捐赠行为概念??????????????????????6 2.2企业捐赠行为的动因?????????????????????6 2.3中外捐赠行为的模式?????????????????????7 2.3.1国内外企业捐赠模式???????????????????7 2.3.2中外企业捐赠模式差异原因????????????????8 第3章 企业捐赠行为的外部效应概述

3.1外部效应的起源???????????????????????10

3.2企业捐赠行为外部效应的相关理论???????????????10 3.3企业捐赠外部效应的分类???????????????????12 3.3.1正的外部效应??????????????????????12 3.3.2负的外部效应??????????????????????12 第4章 促进外部效应发挥的营销策略分析

4.1企业捐赠行为外部效应存在的问题???????????????13 4.2企业捐赠行为外部效应存在问题的解决对策???????????14 4.3营销创新??????????????????????????15 第5章 总结????????????????????????????17参考 文献?????????????????????????????18 致 谢?????????????????????????????20

本文来源：https://www.bwwdw.com/article/7tif.html