The Research Of Microblog For Internet Marketing On XW Foundation

After the2008Wenchuan earthquake in China, when various large andsmall disasters happen, you can always meet many non-profit organizationseven the worldwide big disaster. They will help with disaster relief, donatedmaterials, all of which reflects with the improvement of people’s living level,the spiritual civilization is increasing. The popularity of the concept of publicinterest plays a vital role in it. It’s impossible to apply this conceptpopularization without the non-profit organizations’ efforts. How to helpnonprofit organizations and as an important branch of it–the foundationoperates effectively, in order to make the spiritual civilization of ourdevelopment, is an urgent topic.This paper is based on the research of the XW foundation. Embarked fromthe management perspective, the current problems of the XW foundation areanalyzed, and the corresponding recommendations to try to answer somequestions. Specifically, this paper defines the concept of the non-profit organizations and foundations, and the non-profit organization in China’soverall development situation is summarized, and then briefly expounds whythe choice of marketing innovation as research direction. After the concept ofmarketing and Internet marketing is expounded, combining the developmentfeatures of non-profit organizations in China, research on non-profitorganization marketing and the necessity and feasibility is discussed. Then,the Internet marketing of nonprofit organization and by micro-blog Internetmarketing analysis are used.Through understanding of micro-blog marketing theory on non-profitorganizations, this paper combines XW foundation actual case analysis andthe research of the present situation in the foundation with the result ofquestionnaire survey, to define operation process problems of thisorganization. After the definition, the paper solves issues by micro-blogmarketing methods and also gives corresponding implementation steps.Finally, from the XW foundation’s solution and the current situation ofChinese NPOs, the paper carries on the summary and tries to give someinternet marketing recommendations for nonprofit organizations, hoping theresult will help developing Chinese NPOs in some cases.