Brand Marketing Research Of Charitable Organizations Based On Service Brand Equity Model

In recent years, China's philanthropy has been developing vigorously. The government's support provides a powerful guarantee for the development of charity and the support of citizens is the fundamental driving force. However, the most important is the effort of the charitable organizations. The charitable organizations play an extremely important role,which in various fields in different ways and channels to act as a bridge and a messenger of love. Charity organization plays an important role in mobilizing social resources to adjust the gap between the rich and the poor, building a harmonious relationship and promoting the construction of socialist material civilization and spiritual civilization. With the development of charity in our country, Charity organization in the service of the public, at the same time, it is also actively seeking it's own development model to achieve scientific and fair in the organization construction and charitable resource management which meeting the national conditions of Chinese.This paper is divided into four parts. First of all, the introduction includes the following content:research background, related concepts, research significance, research objectives and methods, research review and innovation and deficiency. The first chapter, brand marketing concept, development process, development status and the feasibility of this studies will be discussed in detail. The second chapter, the author attempts to establish a charitable organization's brand equity model by reference to the existing service brand equity model. On this basis,200 charitable organizations that meet the scope of this paper are selected as the sample. The brand marketing of China's charitable organizations will be analyzed from three angles:the brand marketing goal, the brand positioning and brand communication strategy. The third chapter, this paper takes one of the most successful foundation-One Foundation of China as a research example, combined with the results of the second chapter and practice, to explore the brand marketing communication.