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Based On The Core Competence Of Non-profit Organizations Brand Strategy

Posted on:2007-07-17Degree:MasterType:Thesis
Country:ChinaCandidate:X Y DuanFull Text:PDF
GTID:2167360212459283Subject:Administrative Management
Abstract/Summary:PDF Full Text Request
The development of non-profit organizations adds an effective way for public goods providing and it is a positive significance for overcoming market failure and government failure. As we know, the public goods traditional provided by the government. With the expansion of the scale and the strengthening of the social responsibility, non-profit organizations and their development strategies are becoming a topic. Brand research focused on the consumer market in the past, but now in order to accelerate their development, improve themselves, meet future challenges and satisfy the public, non-profit organizations need to introduce brand strategy. In the non-profit organizations development process, there are exist"volunteerism myth", Chief flavor, lack of human resources and lack of donations, while also facing government reforms and market adjustments favorable social environment. Non-profit organizations should create their own brand, so we must first identify, construct, protect and use core competencies. Core competencies are a variety of capacity, and the operation is a dynamic process. The strategic assets are incarnated in the management, organization, marketing, technology and other areas. The criteria for judging core competencies are valuable, rare, hard to imitate and an alternative, and it is the means through management integration skills, technology, expertise and resources, thereby function of the coupling, resulting fission. Brand Strategy is a complete dynamic system, which is provided by the competitors, customers, financial, human and other resources posed by the interaction. On the basis of core competencies, non-profit organizations must enhance the image by mind identity system, behavior identity system and visual identity system to foster a good brand image. In the handling of the brand relations, we need to set up a special public relations department that responsible for coordinating relations of the donors, clients, governments, enterprises, the media and other non-profit organizations. Also, on brand management, we should take precautions from the brand positioning, brand spread and brand communication, brand improve, brand extension, brand protection perspective. In addition, non-profit organizations can constitute strategic alliances with profit organizations or other non-profit organizations, achieving a strong alliance.
Keywords/Search Tags:Non-profit Organizations, Core competencies, Brand Strategy
PDF Full Text Request
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