我国非营利组织的营销策略研究

华中科技大学硕士学位论文我国非营利组织的营销策略研究姓名：徐静申请学位级别：硕士专业：企业管理指导教师：李长江20050421I“”4Ps6PsProductPrice(Place)PromotionPersonnel(ParticipantIIAbstractMarketingtheorycanbeappliedinprofitorganizationslargely,aswellasinnonprofitorganizationswidely.However,thepromotionof“friendship”fornonprofitorganizationsisnotaseasyasthepromotionofsoapforprofitorganizationsbecausethemarketingmeasuresaredifferent.Thisthesisprovidesthein-depththeoryandempiricalstudyofnonprofitorganizationsmarketing,andbringsforward6Psstrategiesofnonprofitorganizationsbasedonconventional4Psstrategiesofprofitorganizations.Firstly,thisthesisstudiestheproductstrategies,pricestrategies,placestrategiesandpromotionstrategiesaftertheintroductionofthebasicissuesrelatedtononprofitorganizations.Wediscussthedemandmanagement,productmixandbrandpoliciesinproductstrategies,probeintothemonetaryandnon-monetarymethodsinpricestrategies,researchontheplacestrategiesfromthetwoaspectsofplacemodeandlength&width,proposetheviewpointofdevelopingthecorporationwithintermediateagentsutilizingthechannelpower,andstudyhowtosetupthecommunicatingpolicies,andhowtostimulatethecustomerstotakeactiononthebasisofanalyzingtheprocessofsendingandreceivinginformation.Secondly,themanagementofpersonnelandparticipanthasbeenstudied.Webringforwardtheissuesasfollows:renewingtheconceptofservicestaff,implementingscientifichumanmanagement,retainingcustomersbyknightservice.Alsotheproblemofhowtorecruitingandtrainingparticipantsisdiscussed.Lastly,thecaseofWuhanBloodCenterMarketingStrategyPlanningisillustrated.Weanalyzetheinvestigationresultsofmarketingcircumstancesandexplorethemainmarketingstrategiesaftertheintroductionofthebackground.Thepurposeofthethesisistoarousetheacademiatopaymoreattentiontoandreinforcethestudyofnonprofitorganizationsononeside,toprovideareferenceforIIIChinesenonprofitorganizationsmanagerstofindtheeffectivemarketingstrategiesinthefiercecompetitionontheotherside.Meanwhilewewishtoobtaintheattentionandsupportoftheconcernedgovernmentdepartments.Keywords:NonprofitorganizationsMarketingstrategyCommunicativepromotionKnightserviceParticipant11NonprofitOrganizationsNPONPO[1]NPONPO1.1·“”2090[25]1.1.1NPONPO19691973“”[6]NPO[7]NPO2NPO1.1.2NPONPO[8]NPONPONPO“”“”NPONPO()()NPO[9]1.2NPONPONPONPONPONPO3NPO6PsNPOProductPricePlacePromotionPersonnelParticipantNPO6PsNPONPONPONPONPONPO42NPONPONPONPONPONPONPONPONPONPO2.1NPONPONPO“NPO”2.1.1NPONPOnon-profitorganizations(NPO)“”“”“”“”“”“”“”“”[1011]NPO“”[12]NPO1NPONPO501(c)(3)[13]NPO[1415]52NPO199832511[16]3NPONPONPONPO[17][18][19]“”2.1.2NPONPO1·NPO6[20]NPO122121NPO123456789101112.2NPO[21]NPO2222NPO7NPONPO[22]2.2NPONPONPO()·NPONPONPONPONPO2.2.1NPO·[23]1[16]28NPO2121NPO3NPO“”4NPO2.2.2NPONPO9NPONPONPONPO“”220.9NPO1)NPONPO1963199330196353.5199324[24]NPO41.4%NPONPO[25]NPONPONPO[26]NPO[27]2)10NPONPONPONPONPONPONPONPO90%NPO50(5%)NPO1000100NPO2%NPONPONPONPO“”NPONPO1998NPONPONPO“”[28]2.3NPO→11→4Ps→NPO“”NPO[29]2.3.1NPONPO“”“”“”“”PetersandWatermanNPOmarketingaudit1022[6]1222102.3.2NPONPONPO[6]1623132324Inputpublicinternalpublicintermediarypublicconsumingpublic14242.3.3NPO2090NPO[6]2525152.3.4NPONPONPONPOFrankMassyandWind2×2,2626NPO16ExtendedFishbeinAttitudeModelNPO————“”——“”[6]2.3.5NPONPO“”NPO“”NPONPO17NPO183NPONPO3.1NPO3.1.1NPONPONPO1)NPONPONPONPO311931NPO2)NPONPO3232NPO20NPO“”“”3.1.2NPONPONPONPO3131NPO1)212)NPO“”“”3)NPO4)NPONPONPO3.1.3NPONPO22NPONPONPO3232667530NPONPO23NPO3.1.4NPOAMA700NPO1“”“”“”“”“”“”24“”“”2“”NPO253.2NPO·NPONPO3.2.1NPO1)“”“”2)NPO“”263.2.2NPONPONPO1)NPONPO2)NPONPO3)NPO4)NPO275)NPO6)3.2.3NPONPO1)NPOFox“”“”“”28“”2)“”“”“”NPOGemundemNPONPO——294NPONPO4.1NPONPO4.1.1NPONPONPO4141NPO123456304.1.2NPONPO1)NPO4141NPONPO“”2)31EduardoL.Roberto()42424.1.3NPO431)NPONPONPO32432)NPONPONPO334.1.4NPONPO“”1)FrenchandRoven4242NPONPONPONPONPO34NPONPONPONPO2)NPO44443544“”“”364.2NPONPONPONPO4.2.1NPONPO1“”“”“”“”“”“”43“”“”“37”“”“”“”“”432)————444438———3)“——”“——”“——”“”“——”“——”“——”4545“”“”“”(“”)1——2——39346464)4612340464.2.21)NPO2)41Malony1247473)42“”thecocktaileffectNPO4)“”“”“”Krugman5)NPO436)4.2.31)441217“”“”10TheMakingofBreakFree2)3)455NPO“”NPONPONPONPO5.15.1.1NPO[3032]1)“”NPO2)46NPO“”“”“”NPONPO3)2090NPONPONPONPONPONPONPONPO5.1.21)47()2)5.1.348PDCA()NPO[33]NPONPO515196%101/520495.2“”NPONPONPO1992NPO9001760NPO[3437]5.2.1NPO1)NPO51NPO50512)1992NPONPO5.2.2NPONPO1)NPONPO1989“”51“”·NPO“”2)NPONPO3)NPO4)NPO52NPONPO536NPO6.11952810737252150200160%200270%20033106.2354456.2.11)40355476288383/546%2)ISO900055--“”“”“”“”“”“”6.2.21)6156612001200220033368233%2245822%350015%2866228%4796648%1009142%6234461%7042470%1359157%2983729%1900119%14246%1099811%1119311%877637%4083540%3019430%1020043%103179100%100618100%23791100%612)40302050508008001576.2.32501)53.6%3084%82%60.4%50%,“”7630.4%“”3915.6%“”218.4%2)18.4%46.4%80%6158616.36.3.150150199811811062131841436214810202040608010012014016059“”“”6.3.2“”[38]6262“”60506.3.3[39]VIVI46262616.3.4“”“”6363“”6.3.562[40]64646.3.62003550100200“”“”158“”66563652003.6.227“”2003.8.20302003.9.272003.10.232004.1.19-1.20253302004.2.9140010482004.2.27“”352004.2.27-3.58102004.3.5-3.7963“”1231