Research On Brand Building Of Non-profit Organizations

Non-profit organizations as the third sector,in providing social services and promote social development plays an increasingly important role,become an important way to the government to promote social management innovation,a non-profit organization,into the public eye the increase scope and opportunity,at the same time,organizations homogeneity between the phenomenon has become increasingly apparent to highlight uniqueness,need from their own level,by means of brand makes the organization brand gradually,in order to improve the organization competition advantage in the business at the same time,the government has also issued relevant documents for the promotion of non-profit organizations development,government support for the organization of brand building to create a good policy environment.By building brand credibility of non-profit organizations is the current research issues of non-profit organizations in business enterprise brand concept,need to have A clear cognition on difference between the two,not only that,nonprofit organization involves the field widely,education medical groups and social services are also differences in brand construction in view of this,this paper studies A social service machine center,nanjing city brand construction process,through qualitative research,analysis of the literature Field observation and depth interview method,based on the external environment and the development request of two dimensions within the organization,to grasp the organization of internal and external consistency,A comprehensive analysis of A social service center brand construction practices related main body of A brand image cognition of current social service center stage effect as well as the problems existing in the process,from the relatively overall level shows the existing brand image.On the basis of investigation and analysis,this paper,based on the experience and deficiencies in the brand construction of social service institutions,tries to propose that the values upheld by the organization should be clearly defined and the brand positioning of the organization should be clearly defined in the brand construction of the optimized path.On the basis of creating characteristic service projects,we constantly improve the organizational explicit symbols and highlight the organizational brand personality.Improve the talent incentive system,strengthen the construction of the staff;The organization gives play to the initiative,not limited to bidding for projects purchased by the government,and seeks for a gap strategy to dig into social needs.At the same time,we also need to pay more attention to the spread of the media,through various channels to carry out brand communication network of new media is developing rapidly,has weakened the influence of the traditional media,the sensitivity of the non-profit organizations should improve to the media platform,which is more efficient to expand the brand influence,atthe same time,strengthen the management of the brand hopes to nonprofit social service agencies in the brand construction research,brand construction of non-profit organization can enrich empirical materials,further enhance the credibility of the non-profit organization,strive for more resources into social services.