| In recent years,a large quantity of non-profit organizations has sprung up in China,which makes remarkable contributions to public service including education,environmental protection,charity,medical treatment and the like.In addition,it is also indispensible of them to play an important role in making up the blanks of government administration and achieving diversified social governance.However,with an increasing number of registered non-profit organizations,the resources they obtain are accordingly insufficient.Then there comes a question that how non-profit organizations can survive,which is also the big practical problem they have to face.Therefore,there is no denying that non-profit organizations must depend on advanced “skills” to promote their ability of absorbing resources.The term,brand marketing,first turned up in enterprise operation and management,which is the key for an enterprise to develop and make profits as well as one effective means to obtain resources in competition among enterprises.In the author's opinion,brand marketing is the core to enhance the strength of an organization whether it's profitable or not.In this paper,relative questions of brand marketing for H Association located in Nanchang have been analyzed with the adoption of correlated theories,methods and tools of marketing and management science.Meanwhile,relevant research has been conducted to explore brand marketing strategies of non-profit organizations.First of all,this paper introduces some applied theories and tools and also explains relevant definitions.Then the interview is used to achieve a better understanding of H Association's current situation and practice during brand marketing.In addition,it explores the dilemma and problems H Association is confronting in brand marketing through the analysis of its environment.In the end,corresponding solutions and suggestions are drawn for non-profit organizations when conducting brand marketing. |
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