China's Non-profit Organization Brand Marketing Strategy

In our view, the most important event during the first three decades of the 21st century in China would be the social construction which is representable by non-profit organizations, whilst the major event during the last three decades of the 20th century was the reform and opening up policy which was representable by private enterprises. In the past few years, the number of non-profit organizations increased rapidly in China. However, most of them got into a corner mainly because they failed in brand marketing. On one hand, they aimed to realize the goal of the organization. On the other hand, they were short of capital which was crucial to the development. We think the Chinese non-profit organizations are faced with the challenge of brand marketing.In this paper, we adopted the theory of non-profit organization marketing to the below four organizations and implemented case study:Expo 2010and 12355 Shanghai Youth Service Hotline, One Foundation, and Shanghai Jingguang Commonweal Organization Service Center. We categorized the four cases into six phases in terms of brand marketing planning process (BMPP), namely the brand demand and environment analysis phase, planning phase, resource integration phase, brand building phase, brand promotion phase, and monitoring phase.Secondly, we discussed the practices of the four cases from both the marketing planning and marketing mix angle, in an effort to summarize the similar points and differences. In conclusion, all the four organizations attached high importance to brand marketing, and chose appropriate marketing strategies. Moreover, they adopted professional process. Nonetheless, the differences of the marketing mix they adopted led to diversified effects. We think other non-profit organizations could take examples from our case studies.Lastly, we concluded the methods of brand marketing from strategic height, and offered proposals about successful brand marketing.