Shaanxi Nonprofit Marketing Strategy To Explore

As the development of the society and economy, the third sector is undertaking more responsibility in provide more public services. The non-profit organizations faced with good opportunities for development. At the same time, we have to admit that most of the NPO in Shaanxi still exit many problems, such as, seriously rely on government funded and enterprise donation, self-survival ability is poor, lack of marketing concept and sense of competition. The nonprofit organizations urgently need to change the management idea, constantly perfect the marketing strategy, try all their best to build their own marketing mode. In this paper, we discussed about the strategy of NPO, it has theoretic value and practical significance.This paper is mainly consist of five chapters, the first chapter mainly tells us about this topic research background, the related concepts, characteristics and development processes of the NPO. The second chapter refers to the related theories of non-profit organization marketing, include defines the concept of non-profit organization marketing, introduces the current research about non-profit organization marketing, The characteristic and necessity of the non-profit organization marketing, the basic theory of non-profit organizations, such as Michael Porter’s Five Forces Model, GE, SWOT, PEST. The third section first described and analyzed to the development course and the present situation of the foreign non-profit organization marketing., aims to draw good lessons from the foreign non-profit organization marketing, then analysis and summarized the current difficulty and the challenge of the domestic nonprofit organization marketing, aims to know well of the development situation of the domestic non-profit organization marketing, so as to complement each other. The fourth chapter are summarized to the present development situation of the non-profit organizations in Shaanxi. Then take Shaanxi Research Association for Women and Family for example, emphasized on the success of the local NPO marketing strategy. The fifth chapter is the overall generalizations, according to the actual situation of the local, the excellent foreign experience and the insufficiency, put forward to the strategy that do good for the development of the non-profit organization marketing in Shaanxi.I hope by this study, can on one hand be able to cause everyone’s attention to the non-profit organization marketing strategy and strengthen research on the theory. On the other hand, can provide good strategy to the leaders of the NPO in Shaanxi, at the same time, I hope the NPO in Shaanxi can have a better development.