The Research On Fuzzy Comprehensive Evaluation For Chinese Non-profit Organizations’Marketing Ability

Over a long period of time, non-profit organizations(NPO) together with enterprises that operate by basing on market mechanism and government that allocates resources by depending on administrative power have joined in promoting the advancement and development of human society. As the third department of the society, NPO have contributed a lot in the offering of public goods and services. Currently, while the Chinese economy and society has been undergoing an in-depth transition process, the reform of public institutions, shrinking of government function and ever increasing donation awareness of society have heralded in unprecedented opportunities for the development of NPO. But in fact, Chinese NPO don’t have a great development as we expected, and the trust crisis happened in recently years expose that the domestic NPO have seriously insufficient in marketing ability.Under such a context, this thesis-based on the literature review of research results has explored from the perspective of marketing ability, the bottleneck that restrains the development of domestic NPO, giving a new definition to the NPO, building up a framework with the help of analytic hierarchy process(AHP) to analysis the factors which affect the marketing ability of NPO and pointing out there are four main factors including marketing performance ability, marketing decision ability, marketing executive ability and marketing crisis control ability.After making a systematic and overall analysis in the structuring of the marketing ability of NPO, this thesis conducts a case study with the Chinese biggest NPO—the red cross of china. After conducting the research, we find out that the level of marketing ability is belong to low class, and the key issues are the shortage of public credibility and marketing crisis control ability which owing to the scarcity of public welfare resources and the lack of crisis consciousness.This paper tries to use empirical analysis to explain the importance of every factor which influences the marketing ability of NPO, and introduce the fuzzy mathematics to do evaluation. Besides, this thesis offers some new ideas to average up NPO’s marketing ability such as executing two accountability mechanism, outsourcing marketing, establishing a complete framework for incentive and welfare.All the research of this article is on static conditions and the evaluation in dynamic environment is insufficient which needs subsequent study.