Research On The Organizational Identification Of The Volunteers In Guangzhou City

With the development of society and economy in China, the volunteers and volunteer organizations were booming. Guangzhou was an important window for China’s foreign economic and cultural exchanges since ancient times. In the process of merging with Western culture, Guangzhou used the advantages of its own development to promote the early promotion of volunteer service and get better development.However, as the composition of the volunteer team was complex and loo se, the organization and management issues were appeared inevitably. Therefore, with the development of the voluntary service, the problem of the loss of the volunteers was getting worse, and the organization identification degree was relatively low,which restricted the development of the volunteer service to a great extent.At present, our country’s main volunteer organizations can be divided into three t ypes, which were organized by the government, by the quasi governmental and by the non government. Organizational identification of each organization has the characteristic.In this paper, the volunteers of L District in Guangzhou were selected as the research object. Four dimensions of organizational identification, such as cognition,emotion, evaluation and behavior were used as measurement tool. Through the empirical analysis, the research results showed that: The organizational identity of Luogang District volunteers reached the moderate level of recognition; For the government volunteer organization, the score of the cognition dimension was relatively high, while the evaluation dimension was the lowest, and the overall recognition score were the lowest among the three types of organizations; The overall recognition score of the quasi governmental volunteer organization was the highest in the three types of organization, and the score of the cognition and behavior dimensions was far ahead; Emotion factor was the dominant factor in the grassroots volunteer organizations, which was related to the characteristics of the organization.In general, the organizational identification of quasi governmental organizations was the highest, grassroots volunteer organization type was the second and thegovernmental organization type was the lowest.In view of the present situation and problems of L District volunteers, the author expounded the reasons from two aspects: individual and organization. And then the countermeasures and suggestions for strengthening the organizational identification were put forward from five aspects: enhancing the organization’s independence,optimizing training and improving motivation, improving the organization’s soft power, paying attention to the emotional care of the organization and classification.