国外营销学界关于非营利组织营销的研究及启示

Research and Implication of Foreign Marketing Circles about Nonprofit Organization Marketing

随着非营利组织数量及规模的不断增加和扩大,政府直接支持的减少,非营利部门需要商业化的营销观念已成为一个不争的事实。文章梳理了国外关于非营利组织营销的若干核心研究方向及主要成果,包括收入创造、市场导向、形象与声誉、志愿者征召、艺术营销和社会营销等,并逐一阐述了各领域未来可供研究的突破口。

With an increase in the size and number of nonprofit organizations, and a decrease of governmental support of fund, there seems to be a general consensus that nonprofit sector need the marketing concept of commercialization. This paper combed through several core research fields and main fruits about nonprofit organization marketing overseas, including income generating, market orientation, im- age and reputation, recruitment of volunteers, art marketing and social marketing, on this basis, the future research landscapes for each field above are discussed.