基于互联网平台的公益跨界合作:过程、机制与风险——以腾讯'99公益日'为例

摘要

由于社会问题日渐复杂化、社会需求日益多样化, 跨界合作成为包括政府、市场及第三部门等主体在内的共同选择.互联网平台的共享性、开放性、交互性及多向连通性特征, 具有促成多元主体间开展合作的天然优势.本文以腾讯"99公益日"为个案, 对基于互联网平台公益跨界合作的过程、机制及其风险进行初步探讨.研究发现, 基于互联网平台的公益跨界合作其前提是主体间合作共识的达成, 动力是合作主体间的资源依赖关系, 实现途径是互联网平台所搭建的交流与连接渠道.在此过程中, 互联网平台一方面作为信息交流平台, 解决了公益市场中供应方与需求方的信息不对称问题;另一方面作为资源连接平台, 促成了各方诉求资源与供给资源的对接, 降低了跨界合作成本.然而, 来自技术、法律、权力等方面的挑战潜行于合作之中, 必须予以高度重视并有效应对, 方能促进合作的有序开展.此外, 文章通过引入"渠道资源"概念, 尝试对资源依赖理论关于组织间依赖关系的论证予以补充与修正.%As social problems are more and more complex, social needs are more and more diverse at the same time, cross-sectional cooperation becomes the common choice for government, market and the third sector.The Internet platform has special advantages to promote cross-sectional cooperation considering its sharing, openness, interaction and multidirectional connectivity.This thesis aims to illustrate the progress, mechanism and risks of this kind of cooperation by a case study on 99Public Welfare Day.We find that, the cooperation is based on cooperation consensus, motivated by resources dependence among partners, achieved by communication channels of Internet platform.On the one hand, the Internet platform as an information exchanging platform, solves the problem of information asymmetry between suppliers and demanders in public interest market;on the other hand, as a resource connection platform, it facilitates the butt joint of all partiesappealing resources and suppling resources and reduces the cost of cooperation.However cross-sectional cooperation based on the Internet platform also has potential risks and challenges, which should be put great attention on.Besides, by introducing an additional conception of"Channel resource", this essay tries to modify resource dependence theory.