The Operation Mechanism Of Service Projects About Philanthropic Organizations From The Perspective Of Social Marketing

At present, the new charity form, "Internet+Philanthropy", highlights the tremendous amount of energy, the top in the field of philanthropy system designed to encourage Philanthropic Organizations through the development of benign competition to get more public resources, Philanthropic Organizations as the sustainable development of China’s philanthropy sector carrier, the public resources polymerization capacity has attracted much attention. In recent years, domestic Philanthropic Organizations in a more innovative and more professional service project operation mode and constantly improve the level of social welfare. However, the problem of philanthropic organizations in the process of service project operations still exist, such as lack of clear mission, positioning, project design and management lack of norms and professional, scientific project management philosophy issues. Therefore, the professionalization of the operation of the project has to be changed. This study aims to explore foreign social marketing theory in the degree of fit the reality and development trend of domestic and overseas philanthropic organizations and operation of the project, social marketing theory how to apply in the operation of philanthropic service projects to enhance project operation standardization of philanthropic organizations, specialization, to respond to project professional operation of the transformation of philanthropic organizations.Based on SocialMarketingtheory, the operation process of the service projects of philanthropic organizations as the breakthrough point, system analysis philanthropic organizations advocate in the service object and service, sources of funds attract and maintenance, volunteer management status, in-depth analysis of domestic and overseas philanthropy organization service project operation mechanism and based on the theory of social marketing proposed strategy and path of the service projects optimization operation mechanism. In the specific course of the study, methodology based on mixed methods, the integrated use of literature research methods,depth interviews, questionnaire survey method, case analysis study, Delphi method and other data collection methods and qualitative analysis and quantitative analysis combined data analysis method, were collected and analyzed for the 327 questionnaires and 30 copies of interview data.The research has the following major findings. Some of the philanthropic organization in advocating the service object and service, sources of funds attract and maintenance, volunteer management has more or less using social marketing concepts and strategies. Specific performance:the service object of advocacy and service in the development process, philanthropic organizations preliminary into the elements of the service product design, service price, service promotion social. In the sources of funds to attract and maintain process, philanthropic organizations preliminary into the public product design and provide, marketing channel choice, donated locations, cost control and other elements of social marketing. In terms of volunteer management, public interest organizations preliminary into the philanthropic product design and supply, recruitment channel integration and other elements of social marketing. At the same time, in the process of service projects, philanthropic organizations also exist some problems, mainly in:evaluation, service object demand service object advocates and other sectors, philanthropic organizations in the project objectives and specific service product design, project promotion and promotion of information and channel selection, service object, service cost design location choice there are many defects in the sources of funds; maintenance, lack of precise positioning of sources of funds, lack of maintenance of the core sources of funds; volunteer management, volunteer is still passive demand is still dominant, volunteer training and supervision of the lack of systematic and normative, volunteer service cost and lack of management.On the basis of this findings, this research using Delphi method and entropy weight method, refining the fit the operation of local public service projects of the new "6p" strategy, based on the perspective of social marketing,this research suggests the new mechanism about the operation of services of philanthropic organizations.In advocating service object and service process, philanthropic organizations to demand for the operation of the project concept, focus on changes in the service object of multi-level, comprehensive use of people, product, price, place, promotion, performance, the new "6p tactics" optimization of service object of philanthropic organization advocated operation mechanism, in order to facilitate the service object of change, improve the level of social welfare in the service object. In sources of funds to attract and maintain process and philanthropic organizations should use politics, product, price, public relationships, process, performance, the new "6p tactics" to optimize public financing operation mechanism, in order to contribute to the changes in the sources of funds the adhering to the concept of philanthropic service continue to support the development of philanthropic organization, make philanthropic organization that has sustained and stable source of funding. In volunteer management process, philanthropic organizations should be integrated use of people, product, price, place, promotion, process to the new "6p tactics" from volunteer recruitment, training, assessment and supervision, incentive and maintenance of these aspects of optimization of volunteer management operation mechanism, to encourage volunteers continued to carry out voluntary service, for the philanthropic organization provides effective human resources support. At the same time, government departments at all levels should also perfect as soon as possible to promote the healthy development of the philanthropic organization legal regulations, continuous expansion of policy efforts, and effectively promote the continual improvement in the operation of service projects about philanthropic organizations.Given the study about philanthropic organizations has become a focus of study in the field of philanthropic service in China, this research has strong theory, practice and policy reference value, to enrich the philanthropy in the field of localization theory system, for the standardization and professionalization of the guidance of philanthropic organizations, top-level system design for the government to optimize the development of philanthropic organizations, to construct a social philanthropic ecological chain has a certain reference value.