论文标题:非营利组织营销问题研究
Study of Nonprofit Organization Marketing
论文作者 张忠英
论文导师 金晓彤,论文学位 硕士,论文专业 企业管理
论文单位 吉林大学,点击次数 248,论文页数 47页File Size352k
2004-05-01论文网 http://www.lw23.com/lunwen_25825127/ 一汽集团公司; 资金管理; 模式研究
Capital management model ; Model research;Large-scale Group Company ;The First Automobile Group Company (FAGC);
西方非营利组织的管理者很早就开始使用会计制度、人事管理、战略计划等管理和控制方法，营销是最后一个被采纳的职能。随着社会经济的进步及非营利组织的发展，非营利组织认识到需要应用营销理论来解释和指导组织的行为，以便更好的实现组织的宗旨和目标。本文首先概述了非营利组织营销的发展动态，从中我们可以看出非营利营销思想的时代已经来临。然后通过借鉴国外非营利组织成功的营销经验，提出了我国的非营利组织应该采取的营销策略。本文分为三个部分。 一、非营利组织营销的发展动态概述（一）问题的提出。非营利组织营销的思想最早出现在1969至1973年科特勒(Kotler)和利维（Levy）等学者所撰写的一系列文章。科特勒和利维（Levy）认为，营销是一种非常普遍的社会活动，它不仅仅只是销售牙膏、肥皂和钢铁。政治候选提示我们那些候选人就像肥皂一样需要营销，学生升入大学提示我们高等教育需要营销，筹款提示我们其“理由”需要营销……随着社会的进步和非营利组织的发展，非营利组织营销的思想逐渐被人们所接受。进入二十世纪九十年代，非营利组织营销发生了里程碑式的变化，营销已经成为非营利组织取得成功的必要因素。（二）非营利组织的界定。美国约翰?霍普斯金大学的萨拉蒙教授认为凡是具有组织性、私有性、非营利性、自治性和志愿性这五个特性的组织就是非营利组织。组织性是指正式设立的达到一定规模的公共组织；私有性是指体制方面从政府中脱离出来的民间组织，不承担政府职能；非营利性，指设立组织的目的不是为经营者创造利润；自治性是指非营利组织自我管理和控制自身的活动；志愿性是指非营利组织成员的加入是自愿的,并且不以营利为目的。因此，结合萨拉蒙所提出的基本特征，我们将非营利组织定义为：“不以营利为目的开展各种志愿性公益活动的非政府组织。”（三）非营利组织营销的发展动态。近几年，在社会化增强、志愿精神增强和传统支持减弱这三种力量的促进下，非营利组织的营销得到快速的发展。随着非营利组织的自身发展和社会需求的多元化和复杂化，非营利组织的营销也出现了一些新的发展趋势。1．对“社会营销”的研究和应用不断增多。2．越来越多地重视非营利组织营销的国际尺度。3．事业关联营销发展迅速。4．对非营利领域的道德问题越来越关心。二、 国外非营利组织营销的状况分析（一）国外非营利组织的发展。罗森堡(Rosebaum)认为非营利组织的演进从美国独立战争以后可以分为民众互助模式阶段、慈善赞助模式阶段、公民权利模式阶段和竞争模式阶段四个阶段。（二）国外非营利组织的营销过程。与营利组织相似,国外非营利组织的营销过程也是由一系列营销活动组成的。首先，非营利组织需要分析市场环境的各基本因素,如经济、政治等,并研究其对营销的影响,从中发掘出市场机会和威胁,以便于采取相应的措施和策略来实现营销目标。其次，根据人口因素、心理因素、购买行为因素、地理因素等对市场进行细分,从而确定其目标市场。再次，制定营销组合策略，即我们熟悉的产品(Product)、分销(Place)、价格(Price)、促销(Promotion)策略,它是非营利组织营销中十分重要的内容。最后，对非营利组织营销的过程进行监控。（三）国外的非营利组织经常采用的营销技术。和我国的非营利组织相比，国外的非营利组织较早的尝试运用营销技术来开展组织的活动，它们经常采用的营销技术有以下几种：1． 为组织或产品创造品牌。创造品牌的目的是表示品牌属于某组织所独有，表明于其他竞争者有所不同。国外很多成功的非营利组织都拥有自己的品牌。2．创造良好的形象。一个组织机构的形象是人们所具有的信念、观点和印象的一组集合，它是一个无形因素，反映了组织外部对该组织的服务质量及其他方面的一个看法和总体评价。国外的非营利组织非常关注自身的形象和声誉。3．运用公共关系战略。在国外，公共媒体不仅是非营利组织完成目标的重要正面力量，同时也是非常重要的监督工具。三、我国非营利组织营销的思考（一）我国非营利组织的发展。国内有些学者认为我国非营利组织的发展大体上经过了三个阶段：1．二十世纪初至新中国成立2．从新中国成立至“文化大革命”结束3．从改革开放至今在这三个阶段，随着经济发展和社会政治环境变得较为宽松，我国的非营利组织也得到迅速发展。（二）我国非营利组织营销所面临的问题。我国的非营利组织最为介于企业和政府之间的第三部门，在人们的社会生活中发挥着重要的作用，同时我国的非营利组织营销面临着以下问题：1．管理落后，缺乏营销观念。纵观我国的非营利组织的运营管理，我们发现其管理手段、营销观念、企业文化等各个方面均滞后于营利性企业的发展。2．营销活动受到资源的限制。非营利组织通常预算不足，资源缺乏。3．人才不足。吸引高素质的人才作为管理者是非营利组织发展的一个重要条件,但相对于企业和政府组织,非营利组织的工资一般较低,因而对高素质人才的吸引力相应降低。4．竞争意识差。非营利组织很少规划其竞争战略，因为他们不知道竞争者是哪些组织或机构，他们来?
The nonprofit management in the west has early begun using accountant system, human resource management and strategy planning as a set of operation and control method. However, marketing is the latest function to take into account. With the development of social economy and the growth of nonprofit organization, some nonprofit organizations have realized that marketing is helpful to reach their goal. The ear of nonprofit marketing has come.This paper consists of three parts.The development of nonprofit marketing.The concept of nonprofit marketing appeared first in some paper written by Kotler and Levy between 1969 and 1973. Kotler and Levy think marketing is a very universal social activity. It is not only the sale of soap and steel. Political election and high education need marketing too. In late 1970s, some nonprofit organization began using public relation tactics in order to get more supports. In 1980s, more and more marketing activities come into nonprofit sector and public service sector in the whole world. In 1990s, marketing has become a crucial factor that makes nonprofit organization succeed.Then, what promotes the development of nonprofit marketing? First is socialization enhancement, this is thought as a way to improve satisfying the public’s expectation and demand to public fiscal. Second is voluntary spirit enhancement. Third is the traditional support has weakened, that is government support and aid, enterprise donation and aid, and individual donation.In late 1990s, nonprofit organization marketing emerges 4 trend: maturity of social marketing; globalization of nonprofit marketing; increasing of cause-related marketing; and caring for ethic question of nonprofit marketing.Analysis on marketing situation of foreign nonprofit organization.Rosebaum think after American Independence War, the evolution of nonprofit organization consists of 4 stages: people helping each other mode, charity sponsors mode, public right mode and competition mode.Just as for-profit sector, the marketing process of nonprofit organization consists of a set of marketing activities. First, the nonprofit organization need to all kinds of basic factors in the market environment, such as economy and politics, and find out opportunity and threats of the nonprofit organizations faced. Second, market is segmented according to the factor of demography, psychology, buyer behaviors and geography, and then the target market is chosen. Third, make the strategy of marketing mix including product, price, place and promotion. Finally, nonprofit organization should make sure that the marketing processes are under control.Compared with the nonprofit organizations in our country, foreign nonprofit organizations try to use marketing technology earlier. The marketing technology that they often use is following:(1) Create brand for organization or product. The aim of creating brand is to make the organizations different from others. Many successful foreign nonprofit organizations own the brands of themselves.(2) Establish good image. Image is intangible. The image of an organization is the assembly of brief, concept and impression that people own. Good image can make nonprofit organization acquire more supports.(3) Utilize the strategy of public relation strategy. Public media cannot only help the organization realize their target, but also watch out for the organization’s activities.3.Thinking about the marketing of nonprofit organizations of our countrySome researchers think the evolution of nonprofit organizations of our country undergo three stages:(1) From early 20th century to the establishment of New China(2) From the establishment of New China to “Culture Revolution” being over(3) From reform open to nowIn these three stages, our nation’s nonprofit organizations develop rapidly, with the development of economy and politics.As the third sector between enterprise and government, our nation’s nonprofit organizations plays important role in the social life of people. At the same time our nation’
|
