道德化市场中的社会组织:市场区隔与“价值-利益”双目标行为

Social Organizations in Moralized Market:Market Segmentation and “Value-Interest” Dual-target Behavior

社会组织的快速发展与重要意义已经成为学界的广泛共识。在此背景下,探讨其所处公益领域的整体特征与微观主体的行为逻辑具有重要的理论与现实意义。本文从经济社会学的经典命题“道德化市场”的视角出发,对来自长三角地区的23家社会组织案例进行了分析。研究发现,社会组织所处的公益领域同样具有市场特征。但与一般市场的差别在于,公益价值不仅造成了一系列涉及市场主体身份认定的门槛条件,进而形塑了宏观层面的市场区隔,而且将持续影响社会组织的行动过程呈现对“价值-利益”双目标均衡的追求。基于以上发现,本文回应了志愿失灵的具体成因,并提出了一些引导社会组织发展的政策与研究建议。

The academic field has reached broad consensus on the rapid development and significance of social organizations.In this context,it is of great theoretical and practical significance to explore the overall characteristics of the public welfare area and the behavioral logic of the micro-agents.The paper analyzes 23 social organizations cases from the Yangtze River Delta from the perspective of the classic proposition of economic sociology,“moralized market”.The study found that the public welfare area in which social organizations are located and also has marketing characteristics.However,the difference with the general market is that the public welfare value not only creates a series of threshold conditions concerning the identification of market entities,but also shapes the market segmentation at the macro level as well as continue influencing the action process of social organizations to make it appear to the pursuit of“value-interest”dual-target equilibrium.Based on the above findings,the paper supports the concept of Voluntary Failure theory and finally puts forward some policies and research suggestions in order to guide the development of social organizations.