摘 要
随着经济的发展，人们对于社会问题的解决越来越迫切。传统的公益组织
因为其资金来源主要是捐款，如果遇上经济危机或者慈善组织财务不透明产生
的信任危机，会使捐款急剧下降，从而影响到社会问题的解决。传统的商业企
业虽然也有企业社会责任，但不是以解决社会问题为主要任务。因此，用商业
运营模式来解决社会问题的社会企业越来越受到国内外的关注。

本文在分析国内外社会企业研究成果的基础上，对乐陶公益旅游企业探究
及其发展概况与现状的介绍，得出“乐陶公益旅游”这一社会企业模式的发展
不同于慈善组织与商业企业的运营规律在于：社会企业虽然也是一类生意，但
其最终目的不是股东利益最大化，而是为了解决社会问题。他在实际运营中主
要是以社会人士的爱心作为基础设计产品和服务，因此社会企业在运营中要像
慈善组织一样做到财务透明化才能赢得公众的信任，从而实现企业的持续经营，
最终才能解决社会问题。研究分析发展面临的环境主要有人们越来越认可公益
旅游这种方式，并且首先选择的组织方为公益组织或者社会企业，提出作为社
会企业首先是要让公众认可，有公信力，进而认可社会企业的商业模式，然后
购买其业务，这是社会企业的整体战略思路；其次社会企业在竞争战略选择上，
因为社会企业所针对的群体都较为集中，所要解决的社会问题也较为清晰，因
此适宜采用的是集中化战略，集中一点做好产品和服务；再次社会企业在职能
战略上主要是要关注人才战略，要把志愿者和捐赠者当成社会企业的生产者以
及人才进行引导培养，并且要用高薪和体现社会价值这两方面来吸引专业专职
的人才作为社会企业的日常运营，才能保证社会企业取得成功；同时在执行财
务战略的时候，要把纯支出的公益慈善项目以及商业盈利项目有机结合起来，
形成一个商业循环，才能确保整个组织的盈利等政策建议。研究以期对中国社
会企业的实际运营能起到一定的研究借鉴和实践引导作用。

关键词：乐陶公益旅游企业 社会企业 公益旅游 发展环境 发展
战略

II

Abstract
Nowadays, with the development of economy, solving social problems is
becoming increasingly urgent. Donation is the main financial source for traditional
charity organizations. But donation will be down if economic crisis happens, or if the
charities suffer trust crisis because of lacking of financial disclosure, which will have
a negative effect on the solving of social problems. Though traditional commercial
enterprises have their corporate social responsibilities, they do not take it as their
mission to solve social problems. Consequently, both in our country and abroad, more
and more attentions are paid to social enterprises solving social problems through
commercial operation methods
This article analyses foreign and domestic study results on social enterprise.
Through the research on Letao Voluntourism enterprise, introduces Letao’s
development profile and current situation. As a social enterprise,the development of
Letao Voluntourism enterprise is very different. Compared with the operating rules of
charities and commercial enterprises, though social enterprises are also doing
business, their aim is not to seek maximum profit for shareholders but to solve social
problems. In practice, social enterprises usually design their products and services
based on people’s love and compassion. So in order to solve social problems, social
enterprises must always keep financial transparent like charities to win public trust.
Analyzing the current environment and situation, we can find that firstly, the way of
voluntourism is accepted by more and more people. Their preferred option of
organizers are charities or social enterprises. They believe that social enterprises
should primary win people’s trust and show their credibility, thus when this business
model of social enterprise is accepted, they can purchase other business. This is the
idea of social enterprise on overall strategy. Secondly, on competitive strategy, since
social enterprises usually aim at certain groups, the social problems they facing are
much clearer, the problems can be easier solved by centralization strategy, which says,
focusing on the point of products and services. Thirdly, on functional strategy, social
enterprises mainly concern with talent strategy. Social enterprises must cultivate
volunteers and donators as talents or as producers of social enterprises. In order to
achieve success, social enterprises must attract professional talents by both high
salary and social value to ensure the enterprises’ daily operation. At the same time,
when execute financial strategy, those public charity projects of expenditure should
be combined with commercial profit projects to form a business cycle to ensure the
profit of the whole organization. Through the research, reference and guidance are
expected to be provided for the practical operating of Chinese social enterprises.
Key words: Letao Voluntourism enterprise social enterprise voluntourism
development environment development strategy