Study Of Nonprofit Organization Marketing

The nonprofit management in the west has early begun using accountant system, human resource management and strategy planning as a set of operation and control method. However, marketing is the latest function to take into account. With the development of social economy and the growth of nonprofit organization, some nonprofit organizations have realized that marketing is helpful to reach their goal. The ear of nonprofit marketing has come.This paper consists of three parts.The development of nonprofit marketing.The concept of nonprofit marketing appeared first in some paper written by Kotler and Levy between 1969 and 1973. Kotler and Levy think marketing is a very universal social activity. It is not only the sale of soap and steel. Political election and high education need marketing too. In late 1970s, some nonprofit organization began using public relation tactics in order to get more supports. In 1980s, more and more marketing activities come into nonprofit sector and public service sector in the whole world. In 1990s, marketing has become a crucial factor that makes nonprofit organization succeed.Then, what promotes the development of nonprofit marketing? First is socialization enhancement, this is thought as a way to improve satisfying the public's expectation and demand to public fiscal. Second is voluntary spirit enhancement. Third is the traditional support has weakened, that is government support and aid, enterprise donation and aid, and individual donation.In late 1990s, nonprofit organization marketing emerges 4 trend: maturity of social marketing; globalization of nonprofit marketing; increasing of cause-related marketing; and caring for ethic question of nonprofit marketing.Analysis on marketing situation of foreign nonprofit organization.Rosebaum think after American Independence War, the evolution of nonprofit organization consists of 4 stages: people helping each other mode, charity sponsors mode, public right mode and competition mode.Just as for-profit sector, the marketing process of nonprofit organization consists of a set of marketing activities. First, the nonprofit organization need to all kinds of basic factors in the market environment, such as economy and politics, and find out opportunity and threats of the nonprofit organizations faced. Second, market is segmented according to the factor of demography, psychology, buyer behaviors and geography, and then the target market is chosen. Third, make the strategy of marketing mix including product, price, place and promotion. Finally, nonprofit organization should make sure that the marketing processes are under control.Compared with the nonprofit organizations in our country, foreign nonprofit organizations try to use marketing technology earlier. The marketing technology that they often use is following:(1) Create brand for organization or product. The aim of creating brand is to make the organizations different from others. Many successful foreign nonprofit organizations own the brands of themselves.(2) Establish good image. Image is intangible. The image of an organization is the assembly of brief, concept and impression that people own. Good image can make nonprofit organization acquire more supports.(3) Utilize the strategy of public relation strategy. Public media cannot only help the organization realize their target, but also watch out for the organization's activities.3.Thinking about the marketing of nonprofit organizations of our countrySome researchers think the evolution of nonprofit organizations of our country undergo three stages:(1) From early 20th century to the establishment of New China(2) From the establishment of New China to "Culture Revolution" being over(3) From reform open to nowIn these three stages, our nation's nonprofit organizations develop rapidly, with the development of economy and politics.As the third sector between enterprise and government, our nation's nonprofit organizations plays important role in the social life of people. At the same time our nation'...