非营利组织市场化的动因与风险规避

The Dynamic Cause and Risk Eluding of NPO'S Marketing

非营利组织不以获取利润为组织的根本宗旨,但这并不意味着非营利组织不能进行市场化经营。在当前,我国非营利组织市场化是解决非营利组织资金短缺问题的迫切需要,是顺应非营利组织现实发展趋势的必然要求,是提升非营利组织产品供给水平的现实选择。但在非营利组织市场化过程中,会面临违背组织宗旨、经营能力不足、政府监管困难等风险。对此,必须通过明确非营利组织的社会使命、优化非营利组织的内部治理、完善非营利组织的法制环境、加强非营利组织的外部监督等措施予以规避风险。

Non-profit Organization （NPO） is not aimed at gaining profits. However, it does not mean that the NPO can not run in the way of market. At present, it is the urgent need for NPO to deal with the shortage of fund, the inevitable request to comply with the tendency of practical development, and the practical choice to promote the standard of product supply. But, in the process of NPO marketing, NPO will face the risks of going against the aim of the organization, lacking the ability to operate, or the difficulties for the government to supervise, etc. In order to elude those risks, we must take measures of clarifying its （NPO＇s） missions, optimizing its internal management, improving its legal environment, strengthening its external supervising, etc.