Research On Marketing For Non-Profit Organization In China

Non-profit Organizations (NPO) are the organizations which offer service to the society not for the profit. NPO carry out the social function of making no profit. NPO specialize in offering social service that can't be offered sufficiently by enterprises and government.Along with the gradual improvement of the socialism market economy system,and the progressive transition of government function ,the development of NPO organizations in China is faced with unprecedented opportunities. This thesis adopts systematic analysis and deep exploration aiming for the present conditions of NPO in China.Due to its engagement in traditional economy for a long time, NPO did not become one part of the market. So their market consciousness is very weak, and they don't have any market experience. Now China is changing from traditional economy to socialism market economy. In order to adapt to the requirement of market economy, NPO must apply the market theory to the work of NPO flexibly.There are many shortcomings in governance and control of NPO, which create many abuses, such as heavy burden on government, low efficiency and neglect of society duty. So we must analyze the NPO marketing thoroughly, and make NPO enter the market substantially. The thesis consists of four parts:The first part introduces a few of authoritative theories in relation to NPO, including conception, characters and present status of NPO and clarifies the research object of this thesis. It also analyzes NPO marketing's distinguishing features and the specialties.The second part analyses the trend of NPO marketing from two aspects, necessity and reality. It also analyses present status and the general policy for NPO in other countries and finally comes to a conclusion.The third part introduces the development history of NPO in China and conducts in-depth analysis on the present status of NPO marketing in China from objective aspect and subjective aspect. It also sums up many barriers of NPO marketing in China. Moreover it analyses the macroscopic and microscopic factors which influences NPO marketing in China.On the fourth part, the author comes to a conclusion. On the basis of the analysis and conclusions above, the author puts forward with the feasible suggestions to the development of marketing of NPO from two aspects, i.e. government and NPO itself.