【作者】 顾志勇；

【导师】 高峰；

【作者基本信息】 苏州大学 ， 社会学， 2005， 硕士

【副题名】以苏州市平江区“一家人”慈善互助超市为例

【摘要】 中国正处于社会结构分化时期,由于社会整合机制的滞后,出现了相当规模的弱势群体。作为社会分化产物的非营利组织在扶助弱势群体方面发挥了积极作用,其社会保障功能逐步显现。本文选取苏州市平江区“一家人”慈善互助超市作为典型性个案,主要通过文献法、访谈法进行调查,对其募捐机制展开研究。 “一家人”慈善互助超市通过强化内部管理和外部社会化监督来突出组织公益性,赢得社会公众信任,并有效利用志愿者资源及公益活动载体进行社会募捐动员。在使用自身资源的基础上,“一家人”超市也非常注重对媒体资源和政府资源等外部资源的利用。超市利用媒体资源从组织目标、组织理念、组织精英、感人爱心故事等方面进行宣传,为社会募捐造势。而对政府体制性资源采用了社会化的方式进行链接,主要表现为用政府威信来确立社会募捐合法性,用政府官员的示范性参与来引导社会募捐,用政府荣誉具有的交换性来促进社会募捐,依托街道社区来推进社会募捐,有效发挥了政府在社会募捐方面的功能。“一家人”超市基于多元化的动员途径、渠道,取得了较好的社会募捐效果。同时,本文对社会募捐的对象——社会捐赠者进行了深度访谈,发现社会公众捐赠行为的动机主要基于三个因素,即互相帮助、共同体验及回报社会的道德化因素,利益实现的市场化因素,捐赠物品对于捐赠者无用性、扶贫帮困模式新颖性的促进性因素。在对社会募捐双方进行分析的基础上,笔者提出了富有阶层、青年群体慈善意识的薄弱,媒体资源运用的不充分,组织人力资源体系的不完善,国家税收优惠政策不为社会公众所了解等因素成为制约“一家人”超市进行更有效社会募捐的主要因素。最后,基于上述的研究分析,本文提出了“一家人”超市对中国非营利组织发展的诸多启示。更多还原

【Abstract】 Entangled in the process of the disintegration of social structure, China possesses disadvantaged minority group of a certain scale owing to the backwardness of social integration mode. As a product of social disintegration, non-profit organization plays a positive role in the sustenance of the disadvantaged minority group, with the growing manifestation of its social security function. Via documents and interviews, this paper focuses on Yijiaren Charity Supermarket in Pingjiang District of Suzhou as a case study, and makes a research on its donation mode.Through the consolidation of inner management and outer socialized supervision, Yijiaren Charity Supermarket foregrounds organizational welfare, win the public trust, and employs effectively the volunteers and commonweal activities to activate social donation. Where the inner resources are concerned, Yijiaren Charity Supermarket also pays much emphasis on the outer resources like media resources, governmental resources, and the like. The supermarket makes full use of the media resources to propagate for the social donation in the field of organizational aims, organizational concepts, organizational elitists, moving stories, and so forth, and uses governmental mode resources in a socialized way, mainly manifested in strengthening the legitimacy of social donation by governmental forcefulness, ushering social donation by the participation of governmental officials, reinvigorating social donation by the transformation of social honor, and consolidating social donation based on the communities, exerting the influence of government on social donation. Founded on the multifaceted means, Yijiaren supermarket gains fairly excellent effect of social donation. This paper possesses intensified interview with the object of social donation-social donator, discovering the three elements of the motivations of social donation activities:the moralized element of mutual help and mutual experience, market element of profit realization, and strengthening element of the futility of donator as well as the novelty of poor-relieving mode. Based on the analysis of the two sides of social donation, this paper proposes the elements which hinder Yijiaren supermarket from the more effective social donation: the weak-willed consciousness of the rich and the young, the insufficiency of the use of media resources, the imperfection of personnel resources system, the public unfamilianty with the preferential policy of the national revenue, etc. Based on the above-mentioned analysis, this paper finally proposes the influences of Yijiaren supermarket on the development of Chinese non-profit organizations.更多还原