This study focuses on the market orientation of China’s non-profit organizations.The study analyzes the market orientation of non-profit organizations in China based on the research methodology of grounded theory,and then cuts into the yin-yang perspective to build a theoretical model of market orientation of China’s non-profit organizations.The study makes up for the lack of empirical research on the market orientation of China’s non-profit organizations.Directly applying western management systems does not fit Chinese enterprises and organizations well.One of the important reasons is that there are contradictions and differences between the western management philosophy and the Chinese traditional philosophy.Therefore,the market-oriented concept based on Western management philosophy cannot fully explain the development status China’s non-profit organizations,which needs to be modified,supplemented or enriched by Chinese traditional philosophy in line with China’s national conditions.Secondly,market orientation plays an increasingly important role in guiding nonprofit organizations.However,due to the duality of government and people and the high guidance of the government,it is not easy to apply the market orientation theories and ideas directly to China’s non-profit organizations.Thirdly,the application of Chinese traditional philosophy in the field of management is still in the exploratory stage,especially in the application of market orientation in Chinese organizations.Few literatures systematically analyze the collision,interaction and integration of market orientation and Chinese indigenous management research.This study takes this theoretical background as the starting point to explore the influence mode and mechanism of market-oriented concept in Confucius Institutes.Based on grounded theory,this study takes the Confucius Institute,a non-profit organization jointly established by China and foreign countries,as the research object,and selects 10 Confucius Institutes in Europe,America,Asia,Africa and other places.We collect first-hand data of multi-level respondents in related Confucius Institutes,Confucius Classrooms,teaching sites,Confucius Institute Headquarters,Embassies and consulates,et al.through field investigation,in-depth interview and observation.At the same time,we collect second-hand data from multiple sources to form triangular verification in qualitative research through reading all kinds of literature and various website information.In the data analysis stage,the classic grounded theory is used to encode,classify and analyze the in-depth interview data.The market-oriented cultural view is used to explore the market-oriented concept and influence of Confucius Institutes,and the Chinese yin-yang thinking is integrated to modify and supplement,so as to construct the market-oriented integrated model of Confucius Institutes based on the yin-yang perspective.The main conclusions are as follows:(1)Build a theoretical model of market orientation of China’s non-profit organizations from the yin-yang perspective.From the aspects of market and government,this paper discusses the dynamic relationship between the unity of opposites and the mutual competition of the three theoretical concepts of China’s non-profit organizations,namely,multiple participants,internal and external competition,and functional coordination.The internal mechanism of the three sub studies are as follows:the interaction between the market-oriented operation of China’s nonprofit organizations and the unity of opposites formed by government macro supervision;The relationship between the initial basic positioning of China’s non-profit organizations and the new core competitiveness formed by their own competitive characteristics;In the internal functions of non-profit organizations in China,there is a yin-yang relationship formed by the opposition and competition,running in,coordination and symbiosis between endogenous cooperation and government policy guidance and other external stimuli.(2)The yin-yang perspective in traditional Chinese philosophy can better analyze the complex dynamic duality between market and the government of China’s non-profit organizations.The dynamic dualistic framework formed by the yin-yang perspective of the Chinese yin-yang philosophy of "unity of opposites","competition for victory and defeat",and"overall harmony" is more suitable to display and analyze the unity of opposites,mutual competition,and the dynamic changes of the harmonious whole that appear in China’s nonprofit organizations.That relationship can be clearer and more accurate to explain than the western management philosophy concept that takes "either/or" and "both/and" as the core of the dualistic logic.The market-oriented development of China’s non-profit organizations is a constantly repeated dynamic process of "competing-interacting-harmonious-interactingcompeting".After reaching the ideal state of harmony,China’s non-profit organizations are not static,but will continue to change dynamically.When a certain aspect of the effort is strong,it will destroy harmony and transform into a crisis of some degree,and from harmonious coexistence to the stage of competing for victory and defeat,it will continue to cycle.The main innovations and significance of this study are as follows:Firstly,combined with the Chinese indigenous management philosophy,this study gives a new interpretation of the market-oriented cultural concept from the yin-yang perspective,and constructs a marketoriented integration model of China’s non-profit organizations from the yin-yang perspective.Secondly,according to the problems encountered in the current development of the China’s non-profit organizations,this study analyzes the internal mechanism of its market orientation through grounded theory,and provides ideas and suggestions on how to adjust and optimize the“duality of government and people".Thirdly,through defining the yin-yang relationship between the market-oriented development of China’s non-profit organizations and the macro supervision of government,this study provides new ideas and suggestions for the market-oriented development of China’s non-profit organizations. |