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The Empirical Research Of Nonprofit Organization Marketing In China

Posted on:2015-02-01Degree:MasterType:Thesis
Country:ChinaCandidate:F HuFull Text:PDF
GTID:2266330428460456Subject:Administrative Management
Abstract/Summary:PDF Full Text Request
Along with the economic and social transformation, our countrynon-profit organization obtained the unprecedented development opportunity,has become the important carrier of China’s public welfare undertakings.However, because of non-profit organizations in recent years, the geometry ofgrowth and the limited resources, forcing the non-profit organizations on thetheory of marketing, advertising and promotion themselves, for theopportunity to gain sustainable development in the fierce competition, achievetheir organization’s mission. However, due to the marketing research onnon-profit organizations in our country is not yet mature, theoretical researchis not a system, the research method is not perfect; In practice, because of thelack of the guidance of scientific theory, non-profit organization marketingappeared some problems. In order to make our country non-profitorganization’s marketing activities have a better development, based on thenonprofit marketing as the research content, in the comprehensiveinvestigation of nonprofit organization related concepts, as well as theproblems facing the present stage our country non-profit organizationmarketing under the premise of non-profit organizations solve the marketingproblem of correlation method, reasonable operating mechanism andmanagement process, etc., for the development of our country non-profitorganization marketing puts forward constructive guidance.Predicated on the three characteristics of non-profit organizationmarketing:non-profit, non-government,voluntary,it need to mobilize theforces of whole society to achieve the organization goals.Whether non-profitor profit organizations,they are all belong to “behavioral influencebusiness”,their success,to some extend,depend on the behavior of thetargeting individuals.these all belong to the category of marketing, becausemarketing activities play an essentially "behavioral influence business", the ultimate goal of marketing is to influence their behavior. So the non-profitorganizations need to marketing, also needs the guidance of marketing ideas.
Keywords/Search Tags:nonprofit organization, nonprofit organization marketing, predicament, solution
PDF Full Text Request
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