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意识形态是指在一定的社会经济基础和政治制度上形成的思想观念。社会中的任何团体,都有自己的一套意识形态体系,用以认知周围世界及团体本身,意识形态的核心内容是价值观。企业的慈善行为也不是凭空无根的,它同样有一套意识形态体系。文章正是对一定历史时期内支撑企业慈善行为正当性的最主流的思想、理论和价值观进行探讨,分别从东西方传统慈善文化、企业社会责任、慈善资本主义、创新资本主义四个方面解析,并在此基础上揭示企业捐赠、公益营销、创建企业基金会、公益创业等一系列企业慈善行为的演进历程。
Ideology refers to the ideas and concepts formed on certain socio-economic foundations and political systems. Any group in society has its own set of ideological systems to recognize the surrounding world and the group itself. The core of ideology is values. Corporate philanthropy is not empty-handed, it also has an ideological system. This article explores the most mainstream thoughts, theories and values supporting the legitimacy of corporate philanthropy in a certain historical period. It analyzes four aspects from the traditional philanthropic culture of East and West, corporate social responsibility, philanthropic capitalism and innovative capitalism. And on this basis, it reveals the evolution of a series of corporate philanthropy such as corporate donation, public welfare marketing, founding of enterprise foundation and public welfare undertaking.