从慈善超市到善意经济:新框架和新预见
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摘要
慈善超市在中国已有十多年的发展历史,但存在范畴狭窄、过分依赖政府和模式固化等问题。为促进慈善超市的转型升级及慈善事业的发展,以"善意经济"这一重要概念为基础构建善意经济分析框架,根据商品形态和交易形态两个维度可归纳出社群互益、惠民公益、平台联益和网商返益四种不同的善意经济类型。运用可持续性与可复制性这两个关键指标对四种善意经济类型的发展前景和应用性进行预见,有助于促进善意经济从个案到集群的转变,形成整体效应。
Generally,people's understanding of charity shops is top-down in that charity shops are initiated by the government,their targets are vulnerable groups,and the focus of operation is to distribute basic living commodities.This narrow perception has been detrimental to the operation of charity shops.It has adversely affected charity shops'contribution to the development of philanthropy in China.In order to promote the transformation of charity shops and the innovative development of philanthropy in China,this paper puts forward the important concept of a″goodwill economy″.It refers to market-oriented activities directed at charitable fundraising,thereby expanding the narrow understanding of charity shops.This paper further proposes a new analytical framework based on the concept of goodwill economy.Based on the two dimensions of commodity form and transaction form,four different types of goodwill economy are developed:″community reciprocity″,″public welfare″,″e-platform philanthropy″,and″e-commerce charity″.In order to distinguish different types of goodwill economy,this paper adopts a multi-case research method.We select four typical cases to prove that the framework is reasonable and widely applicable in the Chinese context.The characteristics and development paths of each type are also described in detail to better understand the similarities and differences.Finally,in order to test the development prospects of these four types in reality,this paper reviews relevant literatures of non-profit and social enterprise researches. We extract two key indicators of sustainability and replicability and establish a two-dimensional evaluation system of goodwill economy.Based on these two standards,this paper analyzes the development status of four types.At the end of the article,we put forward some suggestions,such as cultivating community culture,standardizing management rules,establishing cooperative relations and implementing brand strategy.In general,the contribution of this paper is mainly reflected in the following three aspects:Firstly,this paper innovatively puts forward the concept of a goodwill economy,which expands the understanding of traditional charity shops.It also proposes a new topic for the field of philanthropy.Secondly,this paper establishes a new framework of goodwill economy based on the two dimensions of commodity form and transaction form.In practice,it will help organizations accurately locate their patterns and find the most suitable development path.Finally,this paper extracts two indicators of sustainability and replicability.They are used to evaluate the development prospects of four types of goodwill economy.These two standards will contribute to the development level of philanthropy in China.
Generally,people's understanding of charity shops is top-down in that charity shops are initiated by the government,their targets are vulnerable groups,and the focus of operation is to distribute basic living commodities.This narrow perception has been detrimental to the operation of charity shops.It has adversely affected charity shops'contribution to the development of philanthropy in China.In order to promote the transformation of charity shops and the innovative development of philanthropy in China,this paper puts forward the important concept of a″goodwill economy″.It refers to market-oriented activities directed at charitable fundraising,thereby expanding the narrow understanding of charity shops.This paper further proposes a new analytical framework based on the concept of goodwill economy.Based on the two dimensions of commodity form and transaction form,four different types of goodwill economy are developed:″community reciprocity″,″public welfare″,″e-platform philanthropy″,and″e-commerce charity″.In order to distinguish different types of goodwill economy,this paper adopts a multi-case research method.We select four typical cases to prove that the framework is reasonable and widely applicable in the Chinese context.The characteristics and development paths of each type are also described in detail to better understand the similarities and differences.Finally,in order to test the development prospects of these four types in reality,this paper reviews relevant literatures of non-profit and social enterprise researches. We extract two key indicators of sustainability and replicability and establish a two-dimensional evaluation system of goodwill economy.Based on these two standards,this paper analyzes the development status of four types.At the end of the article,we put forward some suggestions,such as cultivating community culture,standardizing management rules,establishing cooperative relations and implementing brand strategy.In general,the contribution of this paper is mainly reflected in the following three aspects:Firstly,this paper innovatively puts forward the concept of a goodwill economy,which expands the understanding of traditional charity shops.It also proposes a new topic for the field of philanthropy.Secondly,this paper establishes a new framework of goodwill economy based on the two dimensions of commodity form and transaction form.In practice,it will help organizations accurately locate their patterns and find the most suitable development path.Finally,this paper extracts two indicators of sustainability and replicability.They are used to evaluate the development prospects of four types of goodwill economy.These two standards will contribute to the development level of philanthropy in China.
引文
[1]徐家良、张其伟、汪晓菡:《多中心治理视角下慈善超市角色与困境---基于S市的调查》,《中国行政管理》2017年第12期,第54-59页。[Xu Jialiang,Zhang Qiwei&Wang Xiaohan,″Understanding the Role and Dilemma of Charity Store from a Polycentric Governance Perspective:The S-City Case Study,″Chinese Public Administration,No.12(2017),pp.54-59.]
[2]张雪弢:《超六成网友表示不知道何为慈善超市》,《公益时报》2012年5月22日,第2版。[Zhang Xuetao,″More than 60%of Netizens Don't Know What Charity Shops Are,″China Philanthropy Times,2012-05-22,p.2.]
[3]黎宇琳、徐赫、钮小雪等:《我国慈善超市面临经营困境》,《南方都市报》2012年11月12日,第A02版。[Li Yulin,Xu He&Niu Xiaoxue et al.,″Charity Shops Face Operational Difficulties in China,″Southern Metropolis Daily,2012-11-12,p.A02.]
[4]方素琴:《慈善超市:敢问路在何方》,《中国减灾》2008年第1期,第30-31页。[Fang Suqin,″Charity Shops:Where Is the Road?″Disaster Reduction in China,No.1(2008),pp.30-31.]
[5]高功敬:《慈善超市的运行模式---济南市慈善超市的个案分析》,《社会科学》2006年第3期,第121-126页。[Gao Gongjing,″Operation Model of Charity Supermarket:A Case Study of Charity Supermarket in Ji'nan,″Journal of Social Sciences,No.3(2006),pp.121-126.]
[6]冯敏良:《我国慈善超市的发展瓶颈与生存智慧》,《江苏大学学报(社会科学版)》2014年第6期,第52-57页。[Feng Minliang,″The Development Bottleneck and Survival Wisdom of China's Charity Supermarkets,″Journal of Jiangsu University(Social Science Edition),No.6(2014),pp.52-57.]
[7]潘小娟、吕洪业:《构建慈善超市长效发展机制的探索》,《国家行政学院学报》2010年第1期,第96-100页。[Pan Xiaojuan&LüHongye,″Exploring the Construction of Long-term Development Mechanisms for Charity Supermarkets,″Journal of China National School of Administration,No.1(2010),pp.96-100.]
[8]王伟:《关于慈善超市的研究综述》,《社会福利(理论版)》2015年第11期,第59-61页。[Wang Wei,″AResearch Review on Charity Shops,″Social Welfare,No.11(2015),pp.59-61.]
[9]李月娥、赵肖然:《公私协力视角下慈善超市发展路径选择---基于辽宁省的调查数据》,《社会保障研究》2016年第1期,第79-85页。[Li Yue'e&Zhao Xiaoran,″The Development Paths of Charity Supermarkets from the Perspective of PPP:Based on the Survey Results of Liaoning Province,″Social Security Studies,No.1(2016),pp.79-85.]
[10]蒋积伟:《“慈善超市”政策评价---制约“慈善超市”发展的政策因素》,《社会科学研究》2008年第2期,第133-137页。[Jiang Jiwei,″A Policy Evaluation of′Charity Supermarkets′:Policy Factors Restricting the Development of′Charity Supermarkets′,″Social Science Research,No.2(2008),pp.133-137.]
[11]袁晶:《我国慈善超市的定位与发展---与Goodwill的对比分析》,《社会工作》2011年第10期,第82-85页。[Yuan Jing,″Charity Supermarkets:A Comparative Analysis with Goodwill,″Social Work,No.10(2011),pp.82-85.]
[12]Mair J.&MartíI.,″Social Entrepreneurship Research:A Source of Explanation,Prediction,and Delight,″Journal of World Business,Vol.41,No.1(2006),pp.36-44.
[13]王名、朱晓红:《社会企业论纲》,《中国非营利评论》2010年第2期,第1-31页。[Wang Ming&Zhu Xiaohong,″An Outline of Social Enterprises,″China Nonprofit Review,No.2(2010),pp.1-31.]
[14]Ebrashi R.E.,″Social Entrepreneurship Theory and Sustainable Social Impact,″Social Responsibility Journal,Vol.9,No.2(2013),pp.188-209.
[15]Santos F.M.,″A Positive Theory of Social Entrepreneurship,″Journal of Business Ethics,Vol.111,No.3(2012),pp.335-351.
[16]Horne S.&Broadbridge A.,″Charity Shops:A Classification by Merchandise Mix,″International Journal of Retail&Distribution Management,Vol.23,No.7(1995),pp.17-23.
[17]Horne S.,″Charity Shops in the UK,″International Journal of Retail&Distribution Management,Vol.26,No.4(1998),pp.155-161.
[18]Horne S.,″The Charity Shop:Purpose and Change,″International Journal of Nonprofit and Voluntary Sector Marketing,Vol.5,No.2(2000),pp.113-124.
[19]Parsons E.,″Charity Retailing in the UK:A Typology,″Journal of Retailing and Consumer Services,Vol.11,No.1(2004),pp.31-40.
[20]程立茹:《互联网经济下企业价值网络创新研究》,《中国工业经济》2013年第9期,第82-94页。[Cheng Lilu,″A Study on Innovation Mechanism of Enterprise Value Network from the Perspective of the Internet Economy,″China Industrial Economics,No.9(2013),pp.82-94.]
[21]Yin R.K.,Case Study Research:Design and Methods,Thousand Oaks:Sage Publications Inc.,2003.
[22]Jenner P.,″Social Enterprise Sustainability Revisited:An International Perspective,″Social Enterprise Journal,Vol.12,No.1(2016),pp.42-60.
[23]Darby L.&Jenkins H.,″Applying Sustainability Indicators to the Social Enterprise Business Model,″International Journal of Social Economics,Vol.33,No.5-6(2006),pp.411-431.
(1)参见善淘网《2015年透明报告》,http://www.buy42.com/UploadFile/1471235833152.pdf,2018年5月14日。
(1)参见赵毅、张晓玲、葛沪飞《商业模式复制特性对企业经营绩效的多重中介影响:基于关键资源和TMT动态管理能力视角》,见中国管理现代化研究会编《第九届(2014)中国管理学年会——组织与战略分会场论文集》,第118-126页。
[2]张雪弢:《超六成网友表示不知道何为慈善超市》,《公益时报》2012年5月22日,第2版。[Zhang Xuetao,″More than 60%of Netizens Don't Know What Charity Shops Are,″China Philanthropy Times,2012-05-22,p.2.]
[3]黎宇琳、徐赫、钮小雪等:《我国慈善超市面临经营困境》,《南方都市报》2012年11月12日,第A02版。[Li Yulin,Xu He&Niu Xiaoxue et al.,″Charity Shops Face Operational Difficulties in China,″Southern Metropolis Daily,2012-11-12,p.A02.]
[4]方素琴:《慈善超市:敢问路在何方》,《中国减灾》2008年第1期,第30-31页。[Fang Suqin,″Charity Shops:Where Is the Road?″Disaster Reduction in China,No.1(2008),pp.30-31.]
[5]高功敬:《慈善超市的运行模式---济南市慈善超市的个案分析》,《社会科学》2006年第3期,第121-126页。[Gao Gongjing,″Operation Model of Charity Supermarket:A Case Study of Charity Supermarket in Ji'nan,″Journal of Social Sciences,No.3(2006),pp.121-126.]
[6]冯敏良:《我国慈善超市的发展瓶颈与生存智慧》,《江苏大学学报(社会科学版)》2014年第6期,第52-57页。[Feng Minliang,″The Development Bottleneck and Survival Wisdom of China's Charity Supermarkets,″Journal of Jiangsu University(Social Science Edition),No.6(2014),pp.52-57.]
[7]潘小娟、吕洪业:《构建慈善超市长效发展机制的探索》,《国家行政学院学报》2010年第1期,第96-100页。[Pan Xiaojuan&LüHongye,″Exploring the Construction of Long-term Development Mechanisms for Charity Supermarkets,″Journal of China National School of Administration,No.1(2010),pp.96-100.]
[8]王伟:《关于慈善超市的研究综述》,《社会福利(理论版)》2015年第11期,第59-61页。[Wang Wei,″AResearch Review on Charity Shops,″Social Welfare,No.11(2015),pp.59-61.]
[9]李月娥、赵肖然:《公私协力视角下慈善超市发展路径选择---基于辽宁省的调查数据》,《社会保障研究》2016年第1期,第79-85页。[Li Yue'e&Zhao Xiaoran,″The Development Paths of Charity Supermarkets from the Perspective of PPP:Based on the Survey Results of Liaoning Province,″Social Security Studies,No.1(2016),pp.79-85.]
[10]蒋积伟:《“慈善超市”政策评价---制约“慈善超市”发展的政策因素》,《社会科学研究》2008年第2期,第133-137页。[Jiang Jiwei,″A Policy Evaluation of′Charity Supermarkets′:Policy Factors Restricting the Development of′Charity Supermarkets′,″Social Science Research,No.2(2008),pp.133-137.]
[11]袁晶:《我国慈善超市的定位与发展---与Goodwill的对比分析》,《社会工作》2011年第10期,第82-85页。[Yuan Jing,″Charity Supermarkets:A Comparative Analysis with Goodwill,″Social Work,No.10(2011),pp.82-85.]
[12]Mair J.&MartíI.,″Social Entrepreneurship Research:A Source of Explanation,Prediction,and Delight,″Journal of World Business,Vol.41,No.1(2006),pp.36-44.
[13]王名、朱晓红:《社会企业论纲》,《中国非营利评论》2010年第2期,第1-31页。[Wang Ming&Zhu Xiaohong,″An Outline of Social Enterprises,″China Nonprofit Review,No.2(2010),pp.1-31.]
[14]Ebrashi R.E.,″Social Entrepreneurship Theory and Sustainable Social Impact,″Social Responsibility Journal,Vol.9,No.2(2013),pp.188-209.
[15]Santos F.M.,″A Positive Theory of Social Entrepreneurship,″Journal of Business Ethics,Vol.111,No.3(2012),pp.335-351.
[16]Horne S.&Broadbridge A.,″Charity Shops:A Classification by Merchandise Mix,″International Journal of Retail&Distribution Management,Vol.23,No.7(1995),pp.17-23.
[17]Horne S.,″Charity Shops in the UK,″International Journal of Retail&Distribution Management,Vol.26,No.4(1998),pp.155-161.
[18]Horne S.,″The Charity Shop:Purpose and Change,″International Journal of Nonprofit and Voluntary Sector Marketing,Vol.5,No.2(2000),pp.113-124.
[19]Parsons E.,″Charity Retailing in the UK:A Typology,″Journal of Retailing and Consumer Services,Vol.11,No.1(2004),pp.31-40.
[20]程立茹:《互联网经济下企业价值网络创新研究》,《中国工业经济》2013年第9期,第82-94页。[Cheng Lilu,″A Study on Innovation Mechanism of Enterprise Value Network from the Perspective of the Internet Economy,″China Industrial Economics,No.9(2013),pp.82-94.]
[21]Yin R.K.,Case Study Research:Design and Methods,Thousand Oaks:Sage Publications Inc.,2003.
[22]Jenner P.,″Social Enterprise Sustainability Revisited:An International Perspective,″Social Enterprise Journal,Vol.12,No.1(2016),pp.42-60.
[23]Darby L.&Jenkins H.,″Applying Sustainability Indicators to the Social Enterprise Business Model,″International Journal of Social Economics,Vol.33,No.5-6(2006),pp.411-431.
(1)参见善淘网《2015年透明报告》,http://www.buy42.com/UploadFile/1471235833152.pdf,2018年5月14日。
(1)参见赵毅、张晓玲、葛沪飞《商业模式复制特性对企业经营绩效的多重中介影响:基于关键资源和TMT动态管理能力视角》,见中国管理现代化研究会编《第九届(2014)中国管理学年会——组织与战略分会场论文集》,第118-126页。