红十字会募捐活动的营销组合策略研究

Research on marketing strategy of Red Cross's funds-raising

以市场营销理论为基础,从募捐的产品、品牌、形象、渠道、促销等方面入手,对红十字会募捐活动的营销策略进行了分析研究,并阐述了如何运用市场营销组合策略,来指导红十字会组织募捐活动的开展,以期对促进红十字筹资事业的发展提供一种新的理念。

Red Cross at different levels in China is confronted with some new and rigorous challenges in the increasingly competitive social and economical environment.The most difficult problem is funds-raising.The essay uses the theory of marketing to study the marketing strategy of Red Cross＇s funds-raising.It aims to bring a new idea to the development of funds-raising of Red Cross,so it starts with strategy about product,brand,image,channel,promotion of funds-raising and elaborates how to use the theory of marketing to guide funds-raising.