慈善消费视角下的大学社会捐赠现象研究  

Phenomenon of Social Donation to Universitiesfrom the Perspective of Charity Consumption

作　　者：王俊[1,2] 

机构地区：[1]南京大学发展委员会,江苏南京210093 [2]南京大学政府管理学院,江苏南京210093

出　　处：《江苏第二师范学院学报》2017年第9期84-89,共6页Journal of Jiangsu Second Normal University

摘　　要：大学社会捐赠可视为一种特殊的慈善消费现象,大学的利益相关者通过对大学捐赠产品的"购买",实现自身意愿,同时满足多元诉求。大学捐赠产品由以捐赠项目为主要内容的核心产品和以产权转化、信息服务、品牌分享和资源互动等管理服务机制为主要内容的周边产品构成。大学捐赠产品的有效供给是对接慈善消费供需双方意愿,促成慈善消费最终形成的关键。大学从慈善消费的供给侧入手,改善捐赠产品的质量,调整捐赠产品的营销策略,坚守捐赠消费的法律和伦理底线是应对捐赠市场日益激烈的竞争局面,促进大学获取更多社会捐赠资源的有效路径。Social donation to universities can be regarded as a special charity consumption behavior. University stakeholders achieve their goals and meet their multiple demands by purchasing the donated products. Donated products consist ofcore productslike fund-raising projects and related products involving management service mechanism such as the transformation of property rights,information service,brand share and resource interaction.The effective supply of donated products by universitiesplays a vital role in facilitating the charity consumption between the supplier and demander.Starting from the supply side of charity consumption,improving the quality of donated products,adjusting the marketing strategies of donated products,and sticking to the donation laws and ethics are the effective ways to cope with the increasingly fierce competition in the donation market and to help universities get more donation resources from the society.

关 键 词：大学 慈善消费 捐赠产品 供给 

分 类 号：G649.2[文化科学—高等教育学]