国外营销学界关于非营利组织营销的研究及启示

2009年02月(第23卷第2期)华东经济管理EastChinaEconomicManagementFeb,2009(Vo.l23,No.2)[]20080327[]国家自然科学基金(70872038);湖北省社科基金项目(2007014)[]侯俊东(1980),男,湖北安陆人,博士研究生,研究方向:非营利组织营销与战略;杜兰英(1961),女,山东谷阳人,教授,博士生副导师,研究方向:营销与战略;李剑锋(1970),男,湖南郴州人,博士研究生,研究方向:非营利组织营销与战略国外营销学界关于非营利组织营销的研究及启示侯俊东,杜兰英,李剑峰(华中科技大学管理学院,湖北武汉430074)[]随着非营利组织数量及规模的不断增加和扩大,政府直接支持的减少,非营利部门需要商业化的营销观念已成为一个不争的事实文章梳理了国外关于非营利组织营销的若干核心研究方向及主要成果,包括收入创造市场导向形象与声誉志愿者征召艺术营销和社会营销等,并逐一阐述了各领域未来可供研究的突破口[]非营利组织;营销;艺术营销;社会营销[]F270[]A[]10075097(2009)02013205ResearchandImplicationofForeignMarketingCirclesaboutNonprofitOrganizationMarketingHOUJundong,DULanying,LIJianfeng(SchoolofManagement,HuaZhongUniversityofScienceandTechnology,Wuhan430074,China)Abstract:Withanincreaseinthesizeandnumberofnonprofitorganizations,andadecreaseofgovernmentalsupportoffund,thereseemstobeageneralconsensusthatnonprofitsectorneedthemarketingconceptofcommercialization.Thispapercombedthroughseveralcoreresearchfieldsandmainfruitsaboutnonprofitorganizationmarketingoverseas,includingincomegenerating,marketorientation,imageandreputation,recruitmentofvolunteers,artmarketingandsocialmarketing,onthisbasis,thefutureresearchlandscapesforeachfieldabovearediscussed.Keywords:nonprofitorganization;marketing;artmarketing;socialmarketing,,,,,,,,,,NPO19691973,,,;,;,!∀[1],,132Sargeanteta.l(2007)[2]NPO,NPO/,,,NPO,NPO:,,,(一)个人募捐,,(KotlerandAndreasen,1987)[1],(BurnettandWood,1988;Sargeanteta.l,2007)[2],,:(Harvey,1990;Bhattacharyaeta.l,1995),(AdrianSargeant,2001),NPO(RenBekkersandPamalaWiepking,2007)[3],Rooney(2001)[4],Sargean(2001),Schmittlein&Peterson(1996),Webbeta.l(2000)[5],,,(SargeantandWoodliffe,2007[2];RenBekkersandPamalaWiepking,2007[3])(ShelleyandPolonsky;2002),,(SargeantandFord,2006)[6],:(1),,;(2),,NPO;(3),,,;(4),,(二)企业支持NPO(cause-relatedmarketing,CRM),,,(Varadarajan&Menon,1988),(Bhattacharyaeta.l,1995),(Varadarajan&Menon,1988),,,(Collins,1994),Wymer&Samu(2003)[7]:(1),();(2),,,NPO(Polonsky&Speed,2001)(Collins,1994)Miyazaki&Morgan(2001)[8];Quester&Thompson(2001),,,(RogerBennett,AdrianSargeant,2005)[9],133KohliJaworski(1990)[10],NarverSlater(1990)[11]PittCaruanaBerthon(1996),,,,,:(1)Shapiro(1988)[12],(2)(J-K)KohliJaworski(1990);(generationofmarketintelligence);(disseminationofmarketintelligence)(responsiveness),,(3)(N-S)NarverSlater(1990),,(SBU)(customerorientation)(competitororientation)(inter-functionalcoordination)(4),,,(5)Deshpande(1993):,,:(1);(2);(3),,,,,,,Siu&Wilson(1998),,,,,,(Kotler,1976;Blackburn,1980Kotler&Fox,1985[13])Caruana(1998),,Hayden(1993),,KohliJaworskiMARKOR[10]NarverSlaterMKTOR[11]Bennett(1998)[14]MARKOR;;,Bush(1992),,,SalipanteGolden-Biddle(1995),,,Billis(1993)(supportingareas),!∀,,,(1),(),(2),,()(3),2090,,10%134!SpasticsSociety∀SCOPE,NationalMarriageGuidanceSocietyRELATE,RoyalNationalInstituteoftheBlind!manwithawhitestick∀,MENCAP!LittleTommy∀,NPO,(Tapp,1996)Tapp,,!∀VanRiel(1995)[15]!∀,,,,,(BennettandGabrie,l2000),,:(1)NPO;(2),,NPO2090,200~300(Ziewmeck,1998)[16],(Whithear,1999),,(YavasandRiecken,1997),:(1),(Wymer,1997);(2)(BennettandKottasz,2001)[17];(3)(OmotoandSnyder,1995),,,!∀(Whithear,1999)204000,10,Butler(2000)!∀(Bouder-Pailer,1999)(Bennett&Kottasz,2001)[17],(Caldwel,l2000)(Cooke,1997)(Scott,1997)(Butler,2000)(Gainer&Padanyin,2002)[18](Rentschler,2001),,(Bouder-Pailer,1999),,(Bennett&Sargeant,2005)[9],:(1),;(2),;(3)!∀(),,,,2070,Kotler&Zaltman(1971)/,,,(Kotler&Andreasen,1987)[1]Andreasen(1995)[19]/,,,(JamsP.Feiffer,2004)(DennisL.Thombseta.l,1996)(D.Diakoulak,iV.Hontou,2003)(MargaretC,1351980)(AlanD.Bright,2000),!∀,,,Andreasen(1995)[19];EricYoung(1995)!JUSTDOIT∀,,,,//(Dipofieta.l,2001)[20](Goldberg,1997)(Hornik,2001)(Pechmann&Reibling,2000),(Reicherteta.l,2001),Andreasen(2001)[21],,#∃,,,,,/,:(1);(2),//;(3);(4)30,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,[][1]KotlerP,AndreasenA.Strategicmarketingfornonprofitorganisations[M].EnglewoodCliffs(NJ):Prentice-Hal,l1987.[2]Sargeant,Woodliffe.Giftgiving:aninterdisciplinaryreview[J].InternationalJournalofNonprofitandVoluntarySectorMarketing,2007,12:275-307.[3]RenBekkers,PamalaWiepking.GenerosityandPhilanthropy:ALiteratureReview[EB/OL].AvailableatSSRN:=1015507,20071028.[4]RooneyP.Benchmarkingcharitycosts[C].PresentedtoTheAssociationofFundraisingProfessionalsAnnualConference,StLouis,2001.[5]WebbDJ,GreenCL,BrashearTG.Developmentandvalidationofscalestomeasureattitudesinfluencingmonetarydonationstocharitableorganizations[J].JournalofAcademicMarketingScience,2000,28(2):299309.[6]Sargeant,JohnB.Ford,DouglasC.West.Perceptualdeterminantsofnonprofitgivingbehavior[J].JournalofBusinessResearch,2006,59:155-165.(下转第157页)136,,,,,,,,,#∃,!,,,,∀,,,,,,,,,[:][:](上接第136页)[7]WymerW,SamuS.Nonprofitandbusinesssectorcollaboration[M].NewYork:HaworthPress,2003.[8]MiyazakiA,MorganA.Assessingmarketvalueofeventsponsoring:corporateOlympicsponsorships[J].JournalofAdvertisingResearch,2001,41(1):916.[9]RogerBennett,AdrianSargeant.Thenonprofitmarketinglandscape:guesteditors%introductiontoaspecialsection[J].JournalofBusinessResearch,2005,58:797805.[10]KohliAK,JaworskiBJ.Marketori