乐陶公益旅游企业的发展困境与对策研究

发布时间：2018-09-04 13:28

【摘要】：随着经济的发展，人们对于社会问题的解决越来越迫切。传统的公益组织因为其资金来源主要是捐款，如果遇上经济危机或者慈善组织财务不透明产生的信任危机，会使捐款急剧下降，从而影响到社会问题的解决。传统的商业企业虽然也有企业社会责任，但不是以解决社会问题为主要任务。因此，用商业运营模式来解决社会问题的社会企业越来越受到国内外的关注。本文在分析国内外社会企业研究成果的基础上，对乐陶公益旅游企业探究及其发展概况与现状的介绍，，得出“乐陶公益旅游”这一社会企业模式的发展不同于慈善组织与商业企业的运营规律在于：社会企业虽然也是一类生意，但其最终目的不是股东利益最大化，而是为了解决社会问题。他在实际运营中主要是以社会人士的爱心作为基础设计产品和服务，因此社会企业在运营中要像慈善组织一样做到财务透明化才能赢得公众的信任，从而实现企业的持续经营，最终才能解决社会问题。研究分析发展面临的环境主要有人们越来越认可公益旅游这种方式，并且首先选择的组织方为公益组织或者社会企业，提出作为社会企业首先是要让公众认可，有公信力，进而认可社会企业的商业模式，然后购买其业务，这是社会企业的整体战略思路；其次社会企业在竞争战略选择上，因为社会企业所针对的群体都较为集中，所要解决的社会问题也较为清晰，因此适宜采用的是集中化战略，集中一点做好产品和服务；再次社会企业在职能战略上主要是要关注人才战略，要把志愿者和捐赠者当成社会企业的生产者以及人才进行引导培养，并且要用高薪和体现社会价值这两方面来吸引专业专职的人才作为社会企业的日常运营，才能保证社会企业取得成功；同时在执行财务战略的时候，要把纯支出的公益慈善项目以及商业盈利项目有机结合起来，形成一个商业循环，才能确保整个组织的盈利等政策建议。研究以期对中国社会企业的实际运营能起到一定的研究借鉴和实践引导作用。
[Abstract]:With the development of economy, it is more and more urgent to solve the social problems. Traditional public welfare organizations are mainly funded by donations. If they encounter economic crisis or trust crisis caused by financial opacity of charitable organizations, donations will drop sharply, which will affect the solution of social problems. Although traditional commercial enterprises also have corporate social responsibility, but not to solve social problems as the main task. Therefore, more and more attention has been paid to the social enterprises which solve the social problems by the business operation mode. On the basis of analyzing the research results of social enterprises at home and abroad, this paper introduces the exploration, development and current situation of Letao public tourism enterprises. It is concluded that the development of the social enterprise model is different from that of charitable organizations and commercial enterprises in that: although social enterprises are also a kind of business, their ultimate purpose is not to maximize the interests of shareholders. It's about solving social problems. In actual operation, he mainly designs products and services on the basis of the love of the community. Therefore, social enterprises should be as transparent as charitable organizations in order to win the trust of the public and thus realize the continuous operation of the enterprise. Finally, social problems can be solved. The research and analysis of the environment facing the development mainly include people's increasing recognition of the way of public welfare tourism, and the first choice of organizations is public welfare organizations or social enterprises. It is proposed that as social enterprises, the first thing to do is to make the public recognize and have credibility. It is the overall strategic thinking of social enterprises to recognize the business model of social enterprises and then buy their businesses. Secondly, social enterprises choose their competitive strategy because the groups targeted by social enterprises are more concentrated. The social problems to be solved are also relatively clear. Therefore, it is appropriate to adopt a centralized strategy to concentrate on products and services. Again, social enterprises should focus on the talent strategy in their function strategy. Volunteers and donors should be treated as producers and talents of social enterprises, and high salaries and social values should be used to attract professional and full-time talents as the daily operation of social enterprises. In order to ensure the success of social enterprises, at the same time, when implementing the financial strategy, we should organically combine the pure public welfare and charitable projects with the commercial profitable projects to form a business cycle. To ensure the organization's profitability and other policy recommendations. The research is expected to play a role of reference and practice guidance for the actual operation of Chinese social enterprises.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F592.6

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