非政府组织入驻网络社区的资源困境及其成因——以世界自然基金会入驻哔哩哔哩网站为例  

The Resource Dilemma and Its Causes of NGO Entering the Emerging Online Community--Take the WWF's Entry into Bilibilitv as an Example

作　　者：郭立臣 GUO Lichen(School of Political Science and Public Administration,Wuhan University,Wuhan Hubei 430072)

机构地区：[1]武汉大学政治与公共管理学院,湖北武汉430072

出　　处：《湖北理工学院学报（人文社会科学版）》2020年第2期44-49,共6页Journal of Hubei Polytechnic University(Humanities And Social Sciences)

基　　金：国家社会科学基金重点项目“中国国家治理现代化的战略愿景与路径优化研究”,项目编号:14AZD009。

摘　　要：微博出现以来,越来越多的非政府组织通过入驻微博社区展开宣传,扩展自身社会影响力。在微博社区不断发展的同时,各具特色的网络社区也逐渐发展起来,世界自然基金会入驻哔哩哔哩网站就是非政府组织向新兴网络社区扩展的尝试。然而,哔哩哔哩网站特殊的平台环境对非政府组织提出了特殊的资源需求。这一方面导致世界自然基金会现有资源宣传效果大打折扣;另一方面致使绝大多数非政府组织无法入驻哔哩哔哩网站,无法通过这个平台与世界自然基金会相互帮助。虽然世界自然基金会也采取了符合哔哩哔哩网站特点的宣传策略,但仍难以在此平台获得宣传上的成功。世界自然基金会入驻哔哩哔哩网站的案例说明,非政府组织在新兴网络社区的宣传面临着两方面的资源困境,即制度环境带来的资源总量匮乏和新兴网络社区特性带来的资源质量不佳。Since the emergence of microblog,more and more Non-Governmental Organizations(NGOs)have entered microblog communities to promote and expand their social influence.With the continuous development of microblog communities,online communities with different characteristics have also gradually developed.The entry of World Wildlife Fund(WWF)into bilibilitv is an attempt by NGOs to expand to new online communities.However,the special platform environment of bilibilitv puts forward special resource demands for NGOs,which on the one hand leads to the reduced publicity effect of WWF's existing resources,and on the other hand makes it impossible for most NGOs to enter bilibilitv and help each other with WWF.Although WWF has also adopted a publicity strategy that fits the characteristics of bilibilitv,it still cannot achieve publicity success on this online community.The case of WWF's entry into bilibilitv shows that NGOs are faced with two kinds of resource dilemmas:one is caused by the lack of total resources brought by the institutional environment,and the other is caused by the low quality of resources brought by the emerging online community.

关 键 词：非政府组织 资源困境 网络社区 世界自然基金会 

分 类 号：F490.6[经济管理—产业经济]