Research On Dilemma And Countermeasures Of Non-Profit Organization Marketing

With the gradual progress of the government reform, the non-profit organizations（NPO）had began to take more responsibility of providing public goods and services,which previously provided by the Government. NPO has become to play anincreasingly prominent role in the social life. However, in recent years,due to resourceconstraints, the competition between NPO heats up. On the one hand, the governmentreform movement create a favorable political and market environment for the profitorganizations to enter the public service field, which making the external competitionbecome fiercely. The government financial subsidies and the public contributions tothe NPO were shunt or reduced; On the other hand, in recent years, the number andsize of the NPO expanded rapidly, various foundations, charitable organizations havemushroomed rapidly founded. The increased number of NPO will inevitably lead tothe shortage of resources and seriously competition. Therefore, NPO must use theconcept of marketing, using market mechanisms to achieve competitive advantagesand achieve more social resources. However, because of various reasons, themarketing of non-profit organizations in China has to face with many obstacles. Thisresearch introduced the NPO marketing experiences in developed countries and givesome suggestions and opinions, combined with the China’s NPO marketing features.This article first compared the NGO marketing with the traditional marketing,introduced the marketing basic theories and analyse the particularity of the NPO marketing, such as Non-profit oriented, provide invisible service and supervised bythe public etc. Therefore, the traditional marketing theories can not fit to the NPOmarketing. Then, it introduced the NPO marketing experiences in developed countriesand analyse our NPO marketing’s external environment and traits, which can givesome suggestions and opinions to our NPO marketing. The effective way to get rid ofthe NPO marketing dilemma is to improve the marketing external environment, suchas improve the tax policy and oversight mechanisms; Meanwhile, we shouldstrengthen the construction of NPO own marketing strategy, combined with thetraditional "4Ps" theory and co-marketing models to improve the marketing strategyof China’s non-profit organizations.