1978年至2018年大陸慈善公益跨越式發展與互聯網時代下的公益行銷

The Development of Charity and Public Welfare and the Marketing Strategies Internet Marketing in the Internet Age in China

陳思

《兩岸企業社會責任與社會企業家學術期刊》 4期 (2019/03) Pp. 54-64

摘要

1978－2018年40年時間，中國慈善公益事業快速發展，尤其近十年來，法律規制、平臺發展、公益項目設計、公眾參與等獲得跨越式發展。政府、企業、社會組織等各方都在推動公益機構朝著健康透明有效的方向成長。隨著公益募捐平臺及慈善組織的進一步規範，「99公益日」、「小朋友畫廊」等多個公益「爆款」背後，是互聯網時代下的「公益產品化」的浪潮。本文將從歷史沿革、法規規制闡述大陸慈善公益跨越式發展，並通過案例介紹互聯網時代下的公益行銷特點。

關鍵字

大陸 ； 慈善公益 ； 互聯網 ； 公益行銷

並列摘要

From 1978 to 2018, China's charitable sector has developed rapidly. Especially in the past decade, legal regulation, platform development, public welfare project design, and public participation have achieved leapfrog development. Governments, enterprises, social organizations and other parties are promoting the growth of public welfare institutions in a transparent and effective way. With the further regulation of public welfare fundraising platforms and charitable organizations, behind the ＂99 Public Welfare Day＂, ＂Children's Gallery＂ and other public welfare ＂explosive models＂, it is the wave of ＂public welfare productization＂ under the Internet era. This article will explain the leap-forward development of mainland charity and public welfare from the historical evolution and regulations, and introduce the characteristics of public welfare marketing in the Internet era through cases.

並列關鍵字

Social organization ； Charity ； Internet ； good cause marketing