关于非赢利组织的营销问题.docVIP

摘 要 随着市场化程度的提高，非赢利组织通过对有限的资源展开争夺，在市场经济的机 制下获得良性发展，了解非赢利组织如何积极寻求多方支持，通过自身的营销来提高 自身的竞争能力，在充满变化和竞争的环境里谋求长期生存和发展状况都具有十分重 要的理论和实践意义。 近年来，我国非赢利组织的不断壮大, 竞争也日趋激烈, 引入营销观念已成为当务之急。本课题通过研究我国的非赢利组织，了解加强非赢利组织营销的方式, 借鉴和学习西方的营销方法, 充分分析非赢利组织营销的特点, 加深对非赢利组织营销问题的理解，在实践中努力学习具有中国特色的非赢利组织营销管理模式，为将来市场营销工作打下坚实的基础 关 键 词:非赢利性 非赢利组织 营销 挑战和对策 Abstract With the improvement of market-oriented, non-profit organization started by competition for limited resources, the machines in the market economy Obtained the sound development of the system, actively seek to understand how the multi-party non-profit organizations to support, through its own marketing to increase Their own competitiveness, full of change and the competitive environment, to seek long-term survival and development are very important To the theory and practice. In recent years, non-profit organization has grown increasingly fierce competition, the introduction of marketing concept has become imperative. By studying the topic of the non-profit organizations, non-profit organizations to enhance understanding of marketing approach, to learn from the Western marketing methods, marketing, full analysis of the characteristics of non-profit organizations, non-profit organizations on marketing issues to enhance understanding of work in practice Learning non-profit organizations with Chinese characteristics, marketing management, marketing efforts for the future and lay a solid foundation Key words: non-profit, non-profit organization marketing challenges and countermeasures 目 录 摘 要 I Abstract II 目 录 III 绪 论 1 1 关于非赢利组织的营销问题概念 2 1.1 非赢利组织的营销问题概述 2 1.1.1 非赢利组织营销的界定 2 1.2 非赢利组织的特征 2 1.1.2.1 调研资料不翔实 2 1.1.2.2 营销目标与服务对象的多重性 2 1.1.2.3 营销效果不明显 2 1.1.2.4 缺乏公众监督机制 2 1.1.2.5 伦理性 2 2 非赢利组织营销中存在的问题 2 2.1 营销观念落后 2 2.2 营销管理混乱 2 2.3 营销资金匮乏 2 2.4 营销人才缺乏 2 3 我国非赢利组织营销问题的对策 3 3.1 非赢利组织营销观念的更新 3 3.1.1 发展以顾客为导向的理念 3 3.1.2 增强以服务为中心的思想 2 3.1.3树立自强自立的竞争意识 2 3.2 非赢利组织的营销策略更新 2 3.2.1制定营销目标 2