The driving forces of charitable donation : a case study of ERKE company

The paper, starting with the flood disaster that erupted in Henan in July 2021 and taking the enterprise charity practice of EREK as a single case research object, discusses why a bankrupt company can revive from charitable donation. The paper, putting forward the mechanism of enterprise charitable donation from outside to inside and drawing the view that “charitable donation can only raise corporate value when it is seen as a true expression of corporate social responsibility”, provides a case reference for promoting the sustainable development of corporate charity and enterprise strategic development by understanding the current connotation and market reaction, the charitable environment faced by enterprises, as well as the corporate charitable donation driving factor of Chinese enterprises in the face of major natural disasters.