Research On Brand Construction Of Private Social Work Service Institutions

China's social work is at a stage of rapid development and private social work organizations have sprung up.The surge in social work organizations will inevitably lead to greater competitive pressures.In some regions and areas,there has been a situation of “more workers than jobs”.For private social workers,in the face of the growing diversified needs of the society and the limited resources available,an urgent problem they are faced with is how to highlight the appeals among many competition agencies and obtain the support of supporters to obtain sufficient resources to achieve the mission of the organization depends on the institutions.The answer is brand building and social image shaping.At present,domestic research and practice on social work organizations' brand building is scarce.In contrast,non-profit organization brand building research starts earlier,the system is mature,and the theoretical methods applied are equally applicable to social work organizations.Therefore,private social work organizations can learn from some successful non-profit organizations and shape their brand image.Based on the theory of non-profit organization brand management,this paper compares CY social work organization and Nandu Foundation in the five dimensions,including brand strategy,brand positioning,brand composition,brand management and brand communication.It studies the problems,performances and specific reasons of the social work organization in the brand building system,explores the innovative path and strategy of social work organizations in brand building,and hopes to play a positive role in promoting the brand development of China's social work organizations.