Marketing Strategy Governance Nonprofit Organizations

In twenty-first Century, the nonprofit sector has been the third sector which isas important as the government sector and the for-profit sector. With thedevelopment of practice, the academic research on non-profit organizations is moreand more deep, more and more specific. Especially for the problem of the relationbetween non-profit organizations and government department or and the marketdepartment, scholars have given many different perspectives. Behind these differentpoints of view,there is a same orientation, that is to bring the non-profit organizationto develop more healthier. This study is not exceptional, that is to say that this basicstandpoint of this paper is the development strategy of non-profit organizations.Specifically, the purpose of this study is to explore marketing concept and itsapplication in nonprofit organization governance. The non-profit organizationgovernance has encountered many problems, such as the goal of positioning is notaccurate, low efficiency of management, lack of credibility. Many scholars believethat the application of the for-profit sector, the management and the managementtool can effectively solve these problems, but they have not been popularized inpractice. The author thinks, marketing is the process of the most controversial topic,can be effectively applied to non-profit organization governance, the main effects ofat least two: one is to help nonprofit organization clear targets; two is to improve theprocess design and management of non-profit organization. In order to prove thispoint of view, but also to illustrate the non-profit organizations should be how toproperly apply the marketing strategy in the process of governance, the author ofShanghai cherished dream Charity Foundation--Application to commercialmanagement means and famous non-profit organization--a case analysis, and thensums up some experience for reference and enlightenment.This paper consists of five parts: the first chapter is the introduction, mainlyintroduced the selected topic origin, basic concepts and literature review, researchquestions and research significance, methods and ideas; the second chapter is thetheoretical basis, the author thinks that the non-profit organizations to achieve good governance, requires the application of marketing strategy, because marketingstrategy can help non-profit organization to set clear goals, the non-profitorganization and the relationship among various entities, improve the non-profitorganizations overall competitiveness; the third chapter analyzes Shanghai cherisheddream charity foundation how to apply marketing strategy in management, includingcustomer orientation strategy, investor relations development strategy, productstrategy, pricing strategy, channel management and maintenance strategies as well assome publicity and promotion strategy; the fourth chapter the author refinesShanghai cherished dream charity fund governance in the marketing strategy toother non-profit organization of the enlightenment, includes two parts, one is thenon-profit organization current should be fully aware of the new demands of society,to strengthening the sense of responsibility, to actively respond to the social demand,to strive to maintain and improve the public organization Xinli; two is extracted fromseveral key elements in some non-profit organizations should pay attention to in theprocess of the implementation of marketing. Finally, I once again has carried on thesummary to the full text, and points out the limitations of this research, to make afoundation for the further study.