Social Marketing-oriented In Our Non-profit Organization Analysis And Recommendations

The social marketing research of Non-profit organizations (NPOs) in the field of public administration is still a new content, currently it is in the preliminary discussion stage. It is important to clear that whether the NPOs need the social marketing-oriented or not, and to apply the social marketing concepts and principles in a scientific and rational way. "How will marketing concept reasonably apply in NPOs and the relevant activities comply with their development" is the point of this thesis.The application of marketing principles by NPOs is in accordance with the internal laws of socio-economic development; it can prevent free-riding behavior and improve the social impact of NPOs. Establishment of social marketing-oriented in NPOs can combine the social function and marketing function of organizational development, and improve the effectiveness and value of the public welfare projects operation.The current situation of our NPOs shows as follows:the progressive development of legal, structural diversity, the number increases rapidly; as well as faced with resource constraints, conditional assistance to the universal rights, population development, the explanation of poverty from the culture to economic and other issues. The application shows the following characteristics:the application in all levels of our NPOs showed the existence of ladder-type pattern; lack of theory of social marketing concept. In the application process, it may deviate from the objectives and mission of NPOs, face pressures of marketing management theory and practice, "friendly competition" and "unfair competition", effective management of policies and regulations, etc. Combined with the current situation and issues, by analyzing the application of social marketing-oriented in three types of NPOs, we get the conclusion that our NPOs need to clear the purpose and contents of its social marketing, and grasp the characteristics and problems in the application; Understand the organizational environment for the development; Enhance the organization's professional and comprehensive management capabilities; Coordinate the interests of all parties and social relations.