Research On Brand Value Enhancement Of Social Work Institutions Under The Framework Of Three Circles Theory

Brand value is a key resource that affects the long-term development of social work institutions,and is an important direction for institutions to strengthen their own capacity building.Existing brand value building research focuses on enterprise organizations,and there is a lack of relevant research on brand building in social work institutions.In order to obtain the title of "National Excellent Social Organization",the X agency of the Ministry of Civil Affairs third-party evaluation of5 A results is an example,and the "three-circle theory" is used as an analysis framework to study the three-dimensional level of "support,value and ability" of this social organization brand with excellent evaluation inside and outside the industry and its feasible path for brand value improvement.The study found that:1.At the value level,the current social work project services meet the social value of promoting harmonious social development and the project value of helping the healthy growth of left-behind and disadvantaged children;Institutional values with child protection and development at their core.However,due to the lack of standardized project operation management system and the lack of in-depth understanding of project value and institutional purpose by institutional social workers in the process of service provision,resulting in value deviation in skills and concepts in the service process,it is necessary to establish standardized project operation management,educate and supervise social workers and optimize the project process to control the scope of value deviation.Second,at the capacity level,the project undertaking ability,completion ability,and publicity ability of Organization X are all at the upper level,but due to salary problems,awareness problems and development prospect problems,it is difficult for the institution to recruit professional social workers,and the institution relies on the government to purchase project services,and the dependence on external environmental resources makes Organization X have to receive a wide range of projects.As a result of the shortage of human resources of institution X,the decline in service capacity and service quality,it is necessary for the government to increase investment,the institution to rationally allocate human resources,seek cooperation from surrounding universities,and link volunteer resources,so that the institution can improve the service quality and improve the brand value of its own institution.Third,at the level of support.When carrying out service activities,Organization X has received support from the project office,the government,universities,and schools to enable it to operate smoothly.However,in the process,due to the outsider thinking of the school,there is a situation where the support of the school is greater than the actual support,and in-depth exchanges should be carried out with the school to break its "outsider thinking" and improve its autonomy.In addition,because Organization X lacks a systematic grasp of the training and publicity activities in the project,resulting in the low enthusiasm of children’s directors and children’s supervisors in the activities,it is necessary to do a good job in preliminary research,carry out training activities for problems,make the training content practical,and strive to maximize the efficiency of government support,so that the project can truly realize its own value.