Research On Brand Building Of Social Work Service Institutions

In recent years,under the background of the socialized reform of public service and the transformation of government function,the social work in our country has been developed unprecedentedly,and the number of service institutions has also increased greatly.However,due to the intensification of market competition and the high dependence on government resources,social work service institutions are also facing great survival and development challenges.At the same time,the overall quality of social work service institutions in China is not high,the scale is relatively small,there are high organizational operating costs,lack of resources,lack of credibility and other problems.In the face of fierce competition and high-quality development difficulties,the survival and development of social work institutions are difficult.In order to survive and develop,social work institutions should reduce their dependence on government resources,promote pluralistic cooperation and obtain more external support.At the same time,we should start from the organization itself,create a brand different from other institutions,so as to form the core competitiveness of the organization.With the increase of marketization,brand means are gradually applied to social work service institutions,which is an important means to enhance the social competitiveness and sustainable development of social work service institutions.However,the brand construction of social work service institutions in China is still in the groping stage.How to carry out brand building and promote social work institutions to increase quality and efficiency is a problem worth studying.At present,the research on brand building of social work service institutions in China is relatively few,among which case studies are less.Taking the Guangzhou Y Social Work Service Center as the research object,this paper uses the SWOT analysis method to analyze the internal advantages,internal disadvantages,external opportunities and external threats of the Guangzhou Y Social Work Service Center,so as to fully understand the brand building of the organization.According to the research,the Y social work service center of Guangzhou is faced with the problems of unclear brand positioning,weak brand consciousness,lack of professional talents,single propaganda means,insufficient capital investment and weak brand maintenance in the process of brand building.Based on in-depth interviews and field surveys,the author believes that organizational leaders,organizational culture,professional service ability,resource integration ability and brand projects,marketing expertise are the main factors that affect the brand building of the organization.Social work organizations attach importance to brand building,which is of great significance to the long-term development of institutions and the promotion of social competitiveness.Therefore,in order to effectively promote the brand building of social work organizations,the author thinks that we can build a brand with high recognition degree and promote the sustainable development of social work service center by defining the brand positioning of the organization,strengthening the brand awareness of the organization,cultivating professional talents,widening the channels of publicity,widening the channels of funds,strengthening service specialization,characteristic brand projects,filling the brand maintenance vacancies and carrying out brand maintenance work.