Key Roles of the Full Life Cycle of the “Internet +” Environmental Public Welfare Projects

Most of the “Internet +” environmental protection public welfare project team members are recruited temporarily, therefore, there are often chaotic roles and unclear responsibilities within the project team. Considering the behavior is the basis for role classification, this research explores the necessary roles in each stage of the project life cycle based on the actual behavior of “Internet +” environmental public welfare project members. We propose a model using grounded theory, which comprises respectively five, four, and three key roles at each stage. Specifically, the project preparation phase includes entrepreneur, liaison, resource investigator, shaper and implementer; the project execution phase includes disturbance handler, implementer, completer-finisher and coordinator; the project closure phase includes leader, completer-finisher and spokesman. The model provides a theoretical basis for practitioners involved in decisions on recruiting and managing of the “Internet +” environmental public welfare project.