非营利组织的信誉危机研究——以中国红十字会和香港红十字会为例.doc

PAGE PAGE 44 非营利组织的信誉危机研究 ——以中国红十字会和香港红十字会为例 摘要：由于地区经济发展不平衡、自然社会灾害频发，政府部门和企业私部门职能和力量的欠缺，非营利组织顺应而起，成为现代社会发展的必然趋势。 但由于制度、人性等各方面原因，非营利组织近年来危机四起，危机事件、恶性新闻时有发生，已严重影响到我国非营利组织的健康发展，引起社会各界广泛关注，同时也成为学术界研究的重要课题。 论文首先提出研究的背景，并对国内外相关文献进行概括评述，分析非营利组织信誉的定义、重要性和危机应对机制，并通过对中国红十字会、香港红十字会等非营利组织的危机案例研究，分析研究其信誉危机发生的原因及应对措施， 并据此提出相应建议，对改善目前我国非营利组织信誉危机管理的现状具有一定的指导意义。 关键词：非营利组织、信誉危机、危机沟通策略、中国红十字会、香港红十字会 The research of non-profit organizations credibility crisis base on the Red Cross society of China and Hong Kong Red Cross Abstract: Because of the unbalanced regional economic development, the frequently happening of natural disasters and the lack of functions and forces of government departments and enterprises, non-profit organizations have become the inevitable trend of modern social development. However, due to institution, human and other reasons, non-profit organizations in recent years become critical. Vicious news has seriously affected the healthy development of non-profit organizations, which caused widespread concern. And it also become an important issues of academia Research. Firstly, this paper puts forward the background of the research and summarizes the related literature at home and abroad, then I analyzes the definition, the importance and the crisis coping mechanism of the non-profit organizations reputation. And next by the crisis of the non-profit organizations such as the Red Cross Society of China and the Hong Kong Red Cross Case studying, I analysis the reason why credit crisis will happen and what we can do for it. Accordingly to what I have know, I make recommendations for it to improve the current status of Chinas non-profit organization reputation crisis management. Keywords: non-profit organization, credit crisis, crisis communication strategy, Chinese Red Cross, Hong Kong Red Cross 一、绪论 （一）研究背景与研究意义 1、研究背景非营利组织（Non-Profit Organization）又被称为第三部门（The third sector)，是不以营利为目的，主要开展各种志愿性公益或者互益活动的非政府的社会组织。非营利组织具有非营利性、民间性、自治性、志愿性等重要特征，在服务公众的同时不断的发展壮大，已经成为推动社会进步的重要