Research On Marketization Operation Of China’s Nonprofit Oragnization

Since the1980s, nonprofits market operation has become the trend of the development ofnon-profit organizations and the inevitable choice, as part of the global " association revolution", thedevelopment and growth of nonprofit organizations inevitably faced with how to conduct marketoperation problems. Because of very limited non-profit organizations, whether from the government orcorporate get funding, our civil society and far not formed, a general lack of civic spirit ofvolunteerism and charity, selfish tendencies and commercialization of nonprofit organizations than inWestern countries also strong. Difficult, but due to the lack of scientific marketing approaches,long-term and other reasons, our non-profit organizations during the operation of the market is facing asingle fund-raising channels, organization management, marketing, organizational awareness is weak,imperfect, and many other aspects of performance evaluation of and problems, resulting in theoperation of the market is not ideal. Thus, through the analysis of non-profit organizations successfullymarket operation cases, explore the key factors of the success of market-oriented operation nonprofitorganization in theory and practice, gradually explore a non-profit organization in line with China ’snational conditions of market operation path selection has important theoretical and practicalsignificance urgent. In this paper, a combination of theory and empirical methods, select marketoperation of nonprofit organizations more successful cases to the case study. The first chapter of thethesis, expounded the background, purpose, meaning and content and methods. The second chapter ofthe nonprofit organization and its market operation theoretical analysis to explain why you want tomarket the advantages associated with the theoretical basis and market-oriented operation of howmarket-oriented operation of nonprofit organizations. The third chapter in Shanghai City SymphonyOrchestra conducted case studies, analysis of its specific market operation and marketing process. Thefourth chapter discusses the key Shanghai City Symphony Orchestra successful operation of the marketand can learn from.