Study On The Marketing Strategy Of Chinese Nonprofit Organizations

Marketing theory can be applied in profit organizations largely, as well as in nonprofit organizations widely. However, the promotion of "friendship"for nonprofit organizations is not as easy as the promotion of soap for profit organizations because the marketing measures are different. This thesis provides the in-depth theory and empirical study of nonprofit organizations marketing, and brings forward 6Ps strategies of nonprofit organizations based on conventional 4Ps strategies of profit organizations. Firstly, this thesis studies the product strategies, price strategies, place strategies and promotion strategies after the introduction of the basic issues related to nonprofit organizations. We discuss the demand management, product mix and brand policies in product strategies, probe into the monetary and non-monetary methods in price strategies, research on the place strategies from the two aspects of place mode and length & width, propose the viewpoint of developing the corporation with intermediate agents utilizing the channel power, and study how to set up the communicating policies, and how to stimulate the customers to take action on the basis of analyzing the process of sending and receiving information. Secondly, the management of personnel and participant has been studied. We bring forward the issues as follows: renewing the concept of service staff, implementing scientific human management, retaining customers by knight service. Also the problem of how to recruiting and training participants is discussed. Lastly, the case of Wuhan Blood Center Marketing Strategy Planning is illustrated. We analyze the investigation results of marketing circumstances and explore the main marketing strategies after the introduction of the background. The purpose of the thesis is to arouse the academia to pay more attention to and reinforce the study of nonprofit organizations on one side, to provide a reference for Chinese nonprofit organizations managers to find the effective marketing strategies in the fierce competition on the other side. Meanwhile we wish to obtain the attention and support of the concerned government departments.