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| 題名: | 台灣企業公益行為之研究─以金融業之銀行為例 |
| 其他題名: | Corporate Philanthropy Research in Taiwan as Bank of Financing |
| 作者: | 黃蒼進
Huang, Jsang-chin |
| 貢獻者: | 非營利事業管理研究所
林吉郎
Chi-Lang Lin |
| 關鍵詞: | 企業的策略性公益行為;企業公益行為;治理;與目的相關的行銷
cause related marketing;corporate strategic philanthropy;corporate philanthropy |
| 日期: | 2003 |
| 上傳時間: | 2015-06-02 09:54:02 (UTC+8) |
| 摘要: | 在過去的企業對於公益活動仍處於較被動的消極做法，但在今日企業公民觀念的形成，企業社會責任理想的落實，企業多能跳被動贊助的角色，自我提昇至主動且積極的參與者與領導者，並能以身作則的結合政府部門及非營利部門，進行理念的推廣及議題的倡導。 企業的藉由公益行為來履行社會責任的工作，現已是時勢所趨，且為非常普遍又熱門的現象，並已蔚為風潮，但企業在以營利為目的，卻行非營利之行為，這與非營利組織以非營利為目的，卻用營利之手段相異其趣；企業參與社會工作，已經不只是業餘的休閒活動，而是不得不扛起的必要責任，許多聰明的企業，無論承認或不承認，都以高度的警戒心，來維護企業在社會上的形象和聲望，企業積極地參與公益行為不論其動機及目的為何，就其公益為出發點的考量，其結果必定產生較正面的效果，且對企業體本身或所處的社會帶來實質的好處。 銀行是國民經濟樞紐，不僅便利工商企業商業往來，並運用受授信用功能，鼓勵人民儲蓄資金，並配合政策，扶植工商，促進經濟穩定與成長，而自民國80年起政府開放銀行設立後，新銀行如雨後春筍般設立，各銀行為了在激烈的市場求生存，都使出渾身解數，動起以公益行為來塑造企業形象，由此不難發現金融業的銀行除了具備前瞻，創新的經營能力，同時更積極地投入社會公益活動，並將之轉換為企業的競爭力。 本研究藉由質性研究之文獻分析及深入的半結構性訪談方式，針對國內公益行為表現優異的五家銀行進行個案研究，了解其公益行為的具體作為與實踐。研究結果發現幾乎所有銀行都有在從事公益，但公營銀行較民營銀行做得少，銀行從事公益行為之動機，不外是善盡社會責任、回饋、改善社區環境、支持非營利組織等；至於從事公益的方式大多以金錢贊助最為普遍，且多由銀行或銀行所成立的基金會所承辦，在公益的規模大都沒有固定金額的支出；銀行從事公益的類型則多偏向藝術文化、社會福利、學術研究、環境保育、社區營造；評估的標準多以企業基本政策和立場、及非營利組織相關因素、社會環境的變動等作考量；負責單位主要由銀行成立的基金會及公關部門；決策模式多偏向由執行單位與高階主管共同決策；大部份銀行從事公益行為都感人力不足，且大都認為盈餘及政府的行政措施會影響企業公益行為；公益行為對企業的影響是建構策略性公益行為及凝聚員工向心力，對公益對象的影響則解決經費不足的困擾及健全組織發展，銀行與非營利組織合作結果雙方建立了長期夥伴關係，並觸發成立各種類型基金會的動機，從事更專業的公益行為。
In the past, an enterprise was most passive to philanthropies, however, due to the formation of idea regarding corporate citizen and the concretization of a corporate social responsibility, most enterprises can promote themselves to be active and aggressive participants and leaders from passive roles, moreover, associate with both governmental and private sectors to carry out the promotion of idea and the initiation of issues. It has been a trend and is a very popular and hot phenomenon that an enterprise carries out social responsibilities by means of philanthropy. However, an enterprise with the profitable purpose carrying out non-profitable action is quite different from a commercial organization with non-profitable purpose carrying out businesses by means of making profit. An enterprise attending social work is not only a leisure activity after-hours, but is a necessary responsibility an enterprise has no choice but to take. Many smart enterprises, no matter recognizes or not, all alertly maintain their corporate social image and reputation. Notwithstanding motive and purpose, an enterprise aggressively participating philanthropies should create more positive effects in consideration of the starting point of philanthropy, and will bring substantial advantage for the enterprise itself or the society where the enterprise locates. As the pivot of national economy, banks not only facilitate the business dealing among enterprises, but also use the credit function to encourage people saving funds and coordinating policies in order to nurture industries and businesses and further economic stability and growth. New banks increase more and more since the government opened the establishment of bank in 1991. All banks tried their best to shape corporate image by philanthropies in order to survive in the keen market. Therefore, it’s not difficult to find that not only the bank of financing business has the management ability with vision and creation, but also is more aggressively involved in philanthropies and transfers which into corporate competitiveness. This research is a kind of case research against five banks with excellent performance of philanthropies in Taiwan, carried out by means of literature analysis and profound semi-structural interview, in order to understand their concrete action and practices with respect to philanthropy. It’s found from the result of research that almost all banks are engaged in philanthropy, however publicly owned banks did less than private banks; as for the motives of carrying out philanthropies, are nothing more than fulfilling social responsibilities well, feedback, improving community environment, supporting non-profitable organization etc. With respect to the way to carry out philanthropies, fund sponsoring is most popular, and most undertaken by banks or foundations established by banks. The scale of philanthropy is no certain expense. The types of philanthropy bank carried out most tend to art & culture, academic research, environmental protection and community construction; as for the evaluation standards are most in consideration of corporate basic policy and position, related factors of non-profitable organization, and the change of social environment. The responsible units mainly are foundation established by bank and PR department of bank. As for the strategic modes most tend to decision made by execution unit and senior supervisors jointly. Most banks carrying out philanthropies feel insufficient manpower, and consider that profits and governmental administration measures will affect corporate philanthropy; the influence of philanthropy on enterprises is constructing corporate strategic philanthropy and concentrating employees, and on the subject of philanthropy is resolving insufficient expenditure and facilitating sound organizational development. The result of cooperation between bank and non-profitable organization is that establishes mutual long-term relationship, and triggers the motive setting various foundations to carry out more professional philanthropies. |
| 顯示於類別: | [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-非營利事業管理碩士班
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