我国慈善超市的定位与发展——与Goodwill的对比分析

The Target and Development of China's Charity Supermarkets: A Comparative Analysis with Goodwill

Goodwill是世界上最早创立的慈善超市,经过多年发展,已经成为美国最有价值和公认的非营利性品牌之一。反观我国,慈善超市的优势和功能尚未充分显现与发挥,无法实现良性互动。本文通过对比分析我国慈善超市与Goodwill在定位、运作上的差异,思考存在的问题,提出致力于塑造良好的运营氛围,以社区为依托,推动构建就业导向型的新型慈善超市的主张。

Goodwill is the world＇s first charity supermarket, after years of development, it has become one of the most valuable and recognized nonprofit brands in America.In contrast,the advantages and functions of charity supermarkets have not been fully revealed in China, and many of China＇s charity supermarkets fail to create good interactions and achieve sustainable development.This paper tries to figure out the problems through a comparative analysis,using Goodwill as a benchmark.To develop further, China should create a good operating envirenment,pnsh forward a new community-based and employment-oriented mode.