The academic field has reached broad consensus on the rapid development and significance of social organizations. In this context，it is of great theoretical and practical significance to explore the overall characteristics of the public welfare area and the behavioral logic of the micro-agents. The paper analyzes 23 social organizations cases from the Yangtze River Delta from the perspective of the classic proposition of economic sociology，“moralized market”. The study found that the public welfare area in which social organizations are located and also has marketing characteristics. However，the difference with the general market is that the public welfare value not only creates a series of threshold conditions concerning the identification of market entities，but also shapes the market segmentation at the macro level as well as continue influencing the action process of social organizations to make it appear to the pursuit of “value-interest” dual-target equilibrium. Based on the above findings，the paper supports the concept of Voluntary Failure theory and finally puts forward some policies and research suggestions in order to guide the development of social organizations.