Research On The Co-marketing Between NPO And Enterprise In China

This paper starts with co-marketing between NPO and enterprise, combining with the knowledge of political science, management science and economics, in-depth analysis of the two co-marketing concept, motivation, co-marketing forms and operational process, puts forward countermeasures and suggestions for the problems exists in co-marketing between NPO and enterprise of our country.The paper is composed of five chapters:Chapter one is the introduction, which states the research background and significance, the present conditions of the research, research ideas and research methods. Since the1970s, with the changing environment faced NPO that competition increased, government funds reduced, costs rising, public and donor expectations rising, NPO began to pay attention to the marketing functions. The co-marketing between NPO and enterprise is an important way for NPO to launch marketing activities, which cause increasingly extensive attention, but at present theoretical circles lack of study to the issue.Chapter two is the definition of related concepts and theoretical basis, which defines the concept connotation on NPO, NPO marketing and the co-marketing between NPO and enterprise, summarizes the theoretical basis of the study--governance theory and stakeholder theory and their enlightenment on the study.Chapter three is the cause, form and operational process of co-marketing between NPO and enterprise, which makes a detailed introduction to the three issues respectively. Co-marketing between NPO and enterprise is benefit for NPO to solve the financial crisis, to learn the advanced management experience, and to deal with the incentive of competition. At the same time, it is also benefit for enterprise to establish good image, to win the relations of stakeholders, and to increase economic benefits. The form of the co-marketing between NPO and enterprise include corporate philanthropy, corporate foundations, the license agreement, sponsorship, the promotion based on transaction, the common theme promotion and joint management. Its operational process include five steps which are self-evaluation, choosing the right partners, making co-marketing plan, implementing the co-marketing plan, and summarization and assessment.Chapter four is the problems of co-marketing between NPO and enterprise of our country, which raises the initiative crisis, management crisis, mission crisis, and image crisis existing in co-marketing between NPO and enterprise of our country.Chapter five is suggestions for improving co-marketing between NPO and enterprise of our country, which include strengthening marketing concept of NPO, enhancing ability building of NPO, improving supervision of NPO and shaping good image of NPO.