慈善项目是社会公益组织实现慈善公益目的的载体，公益基金会是社会组织的重要主体之一，致力于通过慈善项目的开发实现社会公益目的，来帮助社会有需要的群体，倡导全民公益，发展社会慈善事业。近年来，随着我国公益慈善事业的发展，社会组织 尤其是基金会和民办非营利组织发起的慈善项目活动越来越多，几乎涉及到社会公益服务领域的各个层面，产生了不同程度的社会影响和公益效益。特别是大型基金会的慈善项目，项目管理和运作已趋成熟，如中国青少年发展基金会的“希望工程”、中华慈善总会的“微笑列车”、中国少年儿童发展基金会的“春蕾计划”、中国人口福利基金会的“幸福工程”、中国红十字会的“天使计划”等。但从具体项目的角度来看，目前我国非营利组织在项目开发和运作中还存在着明显不足，在将慈善项目形成品牌，利用品牌优势来增加社会慈善影响力的方面还有待深入探索。中国扶贫基金会“‘有爱•有家’慈善钢琴音乐会”项目正是试图努力打造社会慈善公益品牌的典型案例。2011年“有爱•有家”慈善钢琴音乐会是由中国扶贫基金会孤儿助养项目部开发的旨在为贫困地区孤儿募集善款，结对服务的慈善项目。该项目从发起到运作，充分体现了慈善项目开发与运作的整个过程中将项目管理和品牌打造相融合，取得了良好的效果。本文借鉴商业品牌研究的理论依据和研究视角来尝试探究慈善项目品牌开发与运作的思路与模式，从慈善项目品牌的开发和运作的视角，对这一案例进行了详细解读和分析，通过对慈善项目的具体发起和实施过程的初步的全景式的观察和探讨，发现慈善项目品牌亦可充分借鉴商业品牌运作的结论和建议。

The charity project is the carrier of social welfare organizations for charitable purposes, the foundation is one of the important subject of social organization, committed to social welfare purposes through the development of charitable projects to help social groups in need, advocating universal public development social philanthropy.In recent years, with the development of China's charity cause, social organization,especially the foundation and private non-profit organizations who initiated charitable projects are more and more nearly related to the field of social services at all levels, resulting in varying degrees of social impacts and public benefits. Such as Project Hope of China Youth Development Foundation,the Smile Train program of China Charity Federation,the Spring Buds Program of Chinese Children's Development Foundation, the Happiness Project of the China Population Welfare Foundation and the Angel Project of the Chinese Red Cross. However, specific projects point of view, China's non-profit organizations in project development and operation, there is obviously insufficient, the formation of the brand in the charity project, the use of the brand to increase social and charitable aspects of the influence need to be further explored.The China Foundation for Poverty Alleviation "'you ai•you jia' charity piano concert " project is trying to strive to build a typical case of social welfare brand. Further to collect a large number of items of brand development theory and case information, the commercial brand are far more than the research on the brand of charity projects. Thus, the initiation draw on the theoretical basis of the commercial brand research and research perspective to try to explore the ideas and models of brand development and operation of charitable projects, and to find ways and means can learn. This study is from the perspective of brand development and operation of charitable projects, trying to conduct a detailed interpretation and analysis of this case, specific charitable projects initiated and the initial implementation process, panoramic view of the observation and discussion, and found the brand of the charity projects can fully learn the general rules of the commercial operation of the brand to get social welfare benefits.