Study On Brand Construction Of Social Work Service Institutions In Guangzhou

With the reform of public service socialization and the transformation of government functions in China,China's social work industry has been unprecedented development,the number of institutions is increasing,but it is facing a quality dilemma.In the fierce market competition and highly dependent on government resources,there is a more prominent pressure for survival and development.In order to achieve sustainable development,social work service institutions should not only improve the ability to integrate social resources and get more external support,but also build a unique brand of social services from the perspective of organizational construction to enhance the core competitiveness of institutions.With the gradual enhancement of market-oriented,brand-oriented means are gradually applied to non-profit organizations,which is an important tool for social organizations to enhance social competitiveness and promote development.At the same time,the government has issued a series of documents to encourage and support the development of brand construction of social work service institutions,which provides a good policy environment for social work service institutions to strengthen brand construction.With the support and promotion of the government,it is worth studying how social work service institutions carry out brand construction,improve brand management level,and realize the deep transformation from quantity-scale to quality-benefit.At present,the brand research of social work service institutions in China is still in its infancy,and the existing research results are few,and most of them only stay at the level of exploring the significance of brand construction of social work service institutions.There are few case studies and comparative studies.In view of this,this paper takes social work service institutions in Guangzhou as the research object,obtains first-hand information through interviews with leaders and front-line social workers of 10 social work service institutions,and comprehensively analyses and summarizes the necessity,practical experience and existing problems of brand construction of social work service institutions in Guangzhou by means of literature research and comparative research.The analysis results show that there are many problems in Guangzhou social work service institutions,such as weak brand awareness,unclear brand positioning,lack of talent in brand construction,insufficient investment in brand construction and single channel of brand dissemination,which affect the process of brand construction of Guangzhou social work service institutions.Social work service institutions attach great importance to brand construction and strengthen the connotation construction of organizations.It is of great significance to promote the long-term development of organizations and enhance social competitiveness.In order to effectively promote the development of brand construction of social work service institutions in Guangzhou and enhance their own social competitive advantages,the author believes that social work service institutions can build their unique brand from five aspects:establishing and strengthening brand awareness,defining brand positioning,improving the talent team of brand building,broadening the source of fund for brand construction and brand communication channels,so as to improve their social awareness and brand influence.