The Research Of Non-profit Organizations' Market Orientation

There have been considerable interests in market orientation in non-profit field,and non-profit practitioners have been trying to know the extent to which its adoptionmight be linked to enhanced organizational performance. Early in the 19th century,studies have typically employed instruments to measure market orientation innonprofits, in order to provide confident evidence. The market orientation constructpresents marketing concept which is implemented in for-profit field., so there existsanther measure called societal orientation should be considered when use the marketorientation in non-profit field.Then, there has been increasing marketing activities adopted by non-profitorganization (NPO) in china, and also abundance of studies has been studied byresearchers. In fact the NPOs need badly not only the specific ways but also needbusiness philosophy .So in this paper, as a kind of function, Market orientationconcept and subsequent reconceptualisation of the concept in the context of NPO areundertaken. We also rectify the construct of market orientation in NPO, which is agood foundation for in-depth research.The thesis analyses the NPO theory in detail, and discusses the conception,doctrine of the non-profits, and the difference management from profit organization.Then the development condition of NPO and the sociality of Chinese NPO areanalyzed. After that, the market orientation for NPO is researched. The purpose of theresearch for market orientation on NPO is to guide the management, and how toimply the market orientation into practice.Base on the investigation of Chinese NPO's market orientation, the thesis focuseson the difficulties and challenges which they have met, also pay more attention onthe degree of market orientation they have been implemented. The thesis introduces acase study of a non -profit education organization .At last, the suggestions for themanagement of NPO is brought forward.