Study On The Co-marketing Of Non-profit Organizations

The dissertation, by investigating the special action system of NPOand the relations among NPO, government and enterprise, starts with thepoint that marketing can be adapted by NPO, aims to form the NPO'sco-marketing theory at the basis of politics, economics, management andmarketing, design the function mechanism and management process, anddirect the adaptation of NPO's co-marketing in our country.The thesis is composed of five chapters, and the general layout is asthe following:Chapter one is the general introduction, which states the origins ofproblems, the present conditions of the research, the concepts andassumes, the basic structure and research methodology.Chapter two is the analysis on the motivation of NPO's co-marketing,which take.s a brief look at the force of being NPO's co-marketing by thepolitical, economical, technical and social conditions, the symbiosisrelations among NPO, government and enterprise, and the adaptable andsustainable development demands for the NPO.Chapter three is the theoretical foundation of NPO's co-marketing,which deliberates the contents of Relation Marketing theory, PublicChoice theory, Transaction Cost theory and Stakeholder theory, andpoints out their influence on the NPO's co-marketing.Chapter four is the function mechanism of NPO's co-marketing,which clarifies the definition, characters, values, demands of adapting andtools of NPO's co-marketing, and sorts out the forms of NPO'sco-marketing.Chapter five is the practice and management of NPO's co-marketing,which divides the process of NPO's co-marketing management into fivesteps, including of the self-examination and evaluation, the objectivelychoice of cooperative organization, the designs and execution ofco-marketing plan and performance evaluation. It also studies thecontents and management demands of the five steps. Chapter six is the application and development of NPO'sco-marketing in our country, which analyzes the definition and traits ofthe NPO in our country, expounds the inevitability of NPO co-marketingapplication in our country, and puts forward the real advice for NPOco-marketing application in our country.The conclusion summarizes the impact and significance of NPO'sco-marketing, and gives a brief comments and evaluation on thisdissertation.The innovation of this thesis is the use of symbiotic point to judgethe relation among NPO, government and enterprise. At the point that therelation among NPO, government enterprise is not opposed but dependent,the concept and model of NPO's co-marketing are brought forward in thisthesis.Aiming at the special creation route and circumstance of NPO inour country, it is provided how to derive marketing resource for ourcountry's NPO and improve its service ability with the applying of NPO'sco-marketing at the same time the theory frame of NPO's co-marketinghas been proposed by integrating manifold subject theories and researchmethods.