| At present,China’s social work service organizations have entered a stage of rapid development,but the available resources are relatively stable.At this time,there will be a situation of "more monks and less meat".Faced with such a situation,what should social work service organizations do to enhance their own ability,improve competitiveness,stand out from the numerous competitors,so as to obtain more resources to realize the mission of the organization? In addition,with the continuous improvement of industry policies,the industry also has new requirements for social work service agencies,one of which is to cultivate brand agencies.But how should brand institutions be built? What difficulties will be encountered in the process of construction? And how to overcome them? These are all worth studying.Based on case studies,in-depth interviews and other methods,this paper studies the brand construction of social work service organizations based on the brand IDEA theory.Through the research,the author finds that it is necessary for social work service organizations to carry out brand building.A good brand image is not only conducive to improving the competitiveness of the organization,but also can enhance the credibility of the organization and strengthen the social recognition.In addition,Social work service organizations in Shenzhen present some common problems in brand building,such as weak awareness,vague positioning,"dry wallet",lack of talent and insufficient publicity.And these common problems just respond to the lack of "integrity,democratization and affinity" of brand IDEA theory.Based on the above situation,if social work service organizations want to do a good job in brand building and ensure the sustainable and stable development of the organization,this paper believes that the first step is to enhance the brand awareness of the organization and clarify its own positioning.When the positioning is clear,it is necessary to gradually improve the brand elements and comb out the characteristic image.In addition,the organization also needs to attract various talents,optimize the brand building team and carry out diversified services,and actively expand the sources of funds.When the current work has been steadily advanced,the organization should enrich the communication methods and expand the promotion channels at this time. |
