Research On Media Marketing Strategy Of NPO In The Context Of Omnmedia

As one of the three major sectors of the whole social organization,non-profit organization is the product of the development of modern society,and it has an irreplaceable role in the modern society,unlike other sectors.With the constant development of information technology,the field of global information and data dissemination has undergone tremendous changes and the life of human beings has ushered into the Full Media Era with the integration of traditional media and new media.The development of non-profit organizations has entered a new era.In the Full Media Era,people have had more and more platforms to obtain and use information,which in turn has resulted in two-way communication.The “voices of grassroots” have drawn more and more attention.With the increase of public engagement,the full media platform has been widely used by people to participate in social governance and express democratic ideas.Thus,it has also facilitated the supervision of government services and work of enterprises and non-profit organizations.As a result,new opportunities and challenges have come about for the management mode and marketing mode of non-profit organizations.The non-profit organizations should use the full media to carry out marketing rationally and effectively in order to improve their competitiveness and survive and develop in the fierce market competition.They should also build a good social image by means of the platform of traditional media and new media,so as to win or reinforce the trust of all sectors of society.This paper,taking Free lunch for children plan and Wispring Education Development Foundation as a case,analyzes how the two grassroots non-profit organizations independently choose media communication and marketing strategies based on their own organizational management and development in the context of the development of the media.The thesis aims to study and explore the general law and influence of media marketing of non-profit organizations in the full media era,so as to provide ideas for the marketing management,strategic management,media cooperation mechanism and social media communication strategy for non-profit organizations in China,and provide suggestions for the better development of non-profit organizations in China and the promotion of public space in China.It is of great theoretical and practical significance to find more effective measures to promote the development of our own society and to further promote the development of civil society in China.