Research On The Changes In Marketing Channels Of Non-profit Organizations In My Country

The overall economic situation of our society continues to grow,and non-profit organizations are becoming more and more abundant with economic growth,and gradually become an indispensable part of social development.In terms of the growth of non-profit organizations,China has always been at a relatively high speed,and China's population density is also in the top position in the world.The marketing activities of non-profit organizations have also been widely recognized and concerned.This reflects to some extent the emergence of marketing tools that have an impact on social activities,and further enable China's non-profit organizations to take another step.Therefore,the development of marketing research by non-profit organizations has several aspects:First,marketing activities are crucial for non-profit organizations;second,marketing activities of non-profit organizations are different from those of traditional enterprises;The research and mining of non-profit organization marketing issues can provide new ideas for the development and management of non-profit organizations,and can provide reference for the development of for-profit organizations.This article is divided into three parts.The first part of the article describes the development history of non-profit organizations,the development trend,how non-profit organizations appear in the market,their characteristics and the direction of future development.The second part analyzes the application of marketing tools at home and abroad in non-profit organizations.It has sorted out the status quo of marketing development of domestic and foreign non-profit organizations,as well as the marketing model often used.Because foreign countries have explored the social impact of non-profit organizations earlier,relatively speaking,their development is relatively mature,and China's non-profit organizations can learn from foreign advanced experience to some extent.At the same time,the corresponding theories applied in this paper are introduced,including:public goods theory,civil society theory,social marketing theory,transaction cost theory and 4Ps strategy.The third part includes an analysis of the marketing of domestic non-profit organizations.This part first sorts out the development process of China's non-profit organizations,in order to discover the arduous problems faced by China's non-profit organizations in the development process.Then,the H Association is the main research object,and the existing marketing channel model and distribution status of the H Association are analyzed and analyzed.The major channel problems faced by the H Association are:the H Association lacks scientific standards for membership selection,the H Association's weak control of members,and the low loyalty of channel members and members.Then through the absorption of foreigh experience,the final conclusions should be taken in the development process of non-profit organizations in China.It is believed that the H Association should take the following measures for further development:improve the channel structure,strengthen the control of members and increase the loyalty of members.The research in this paper provides a certain reference for the marketing channels of non-profit organizations and discusses the reform of the H-related marketing channels.In the process of reforming the marketing channel,the corresponding marketing resources should also be systematically followed up.Therefore,for H enterprises,or domestic non-profit organizations,it is still necessary to explore in the advancement.Moreover,non-profit organizations are greatly influenced by government policies.This paper does not formulate a dynamic channel model for adaptation policies.This is also the direction for further research in the future.