The Study Of Brand Management Of Non-profit Organization In Minority Regions

The deterioration of the environment and ecology,the rapid population movement,and the recession of traditional culture in minority regions have multiplied various complex and rapidly changing social problems.Non-profit organizations with both philanthropic and public characteristics have gradually emerged in the social progress,social order formation,civic values establishment and social ethos development of minority regions,but issues such as credibility,transparency,and "short-old tree" still exist,making organizational strategic management a mere formality.However,the national government’s management model is changing from "regulation" to "governance",social demands of interest are diversified,and cross-border cooperation is normalized,and under such circumstances,non-profit organizations’ brands are becoming an edge tool for social identification and inter-organizational competition and cooperation.The trend of brand management becoming strategic has already taken shape.In order to solve the problem that the original management concept could not respond to the needs of non-profit organizations in ethnic areas,this paper mainly explores the following topics:important problems faced by branding,how can brands become a crucial carrier for the organization’s business operation and mission,how to establish brand strategy in the strategic management of non-profit organizations,how to avoid internal and external crisis through brand management and improve the soft power of organizational development,and the close relationship between major decisions,system coordination and brand strategic planning of non-profit organizations.This paper applies the theoretical tools of strategic management and organizational life cycle of non-profit organizations,and constitutes the theoretical foundation framework together with the brand IDEA model of non-profit organizations,providing fundamental theoretical guidance for the whole research.Through the application of case study,literature research,and interviews,based on the analysis of dilemmas and the reference of international experience,this paper proposes general strategies for promoting brand management in non-profit organizations in ethnic areas,and provide ideas for the future development of brand management in the strategic management of non-profit organizations in minority regions.This paper focuses on non-profit organizations that are registered in minority regions and are committed to carrying out society-oriented charitable activities,conducts research from the three aspects of top-level design,resource conversion,and competition and cooperation relationship,proposes the necessity and strength of brand management,and defines the strategic perspective of brand management analysis.The details are as follows:Firstly,this paper selects a typical sample—the first minority non-profit organization specializing in philanthropy in Liangshan native area from a vertical historical perspective,explores its brand management in the past 15 years,and presents the brand management experience of non-profit organizations in minority regions and bottlenecks that accompany the organizations’ development cycle.Secondly,on the basis of an individual case,this paper focuses on the concept of strategic management in the sustainable development of non-profit organizations and the laws of organizations’ life cycle,and analyzes the reason of the long-term instrumentalization of brand management in the non-profit organizations’ management system from the four levels of awareness,ability,policy,and resources.Furthermore,from a horizontal regional perspective,this paper sorts out the brand management of typical cases of international non-profit organizations,and sums up overseas experience from mission driven,internal and external cohesion,and cross-border cooperation.Finally,based on the IDEA model of non-profit organizations,this paper solves the plight of brand management.It attempts to solve the internal driving force and reshaping of external relations in the brand management of non-profit organizations in minority regions of China from establishing the strategic position of brand management,improving the ability of resource transformation,and promoting the collectivization of individual interests,and proposes to innovate SWOT analysis methods from the organizational strategic management level,strengthen the evaluation system,and optimize the brand management mechanism.In summary,combining the characteristics of non-profit organizations and minority regions,this paper demonstrates the importance and feasibility of brand management strategizing in the sustainable development of non-profit organizations.Based on the above research,in the light of the brand IDEA model of non-profit organizations,according to the three principles of brand integrity,brand democratization,and brand affinity,and from the perspective of organizational life cycle laws and strategic management,it extracts the general "minority regions practice-oriented" brand management strategy,studies and judges the development health degree of non-profit organizations,and interfere with the design and selection of organizational management strategy plans.Admittedly,brand management is a dynamic development process.With the growth of non-profit organizations,brands will continue to expand,and brand management will always be alive with the adjustment of organizational development cycle and management strategy.