Corporate philanthropy is getting more important in building business image and market promotion recently and there is a lot of research on corporate philanthropy in Taiwan now. But there is no research which is discuss the corporate philanthropy on urgent events. Chi-Chi earthquake was the most significant catastrophe of Taiwan in twenty years and a lot of people died. Many business units contributed money, goods, service to help people.
This research used quantitative analysis to discuss the relationship between the form of the corporate philanthropy on urgent events, the characteristics of the business and the public relation effects.
Although Business units give priority to contributing money as form of corporate philanthropy, but contributing money has little public relation effects on newspaper. By the way, characteristics of the line of business, the intensity of business competition and the subordinates of business products have a lot impact on the form of corporate philanthropy on urgent events.