国外非营利组织品牌研究述评与展望被引量：14

A Review of Foreign Literature of Brands in Nonprofit Organizations and Prospects

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摘要品牌化是现代非营利组织提升组织能力、应对外部竞争的有效手段。本文围绕非营利组织品牌这一主题,基于文献回顾,分析了非营利组织品牌的基本内涵,介绍了品牌对于非营利组织的核心价值,归纳了非营利组织品牌建构的制约因素,分析了有关非营利组织品牌建构的经典理论模型,总结了非营利组织品牌建构的相关策略,并提出了该领域的未来研究方向,以便为后续研究提供参考。 Branding is an effective tool for modern nonprofit organizations to promote organization-al capabilities and confront external competition. Based on a literature review, this paper analyzes the basic connotation of brands in nonprofit organizations and introduces the core values of brands in non- profit organizations. And then it summarizes the restriction factors of brand construction in nonprofit organizations, and analyzes classic theoretical models and related strategies of brand construction in nonprofit organizations. Finally, it points out the directions in future research in order to provide some reference for follow-up research.

作者张冉

机构地区华东师范大学公共管理学院

出处《外国经济与管理》 CSSCI 北大核心 2013年第11期60-69,共10页 Foreign Economics & Management

基金教育部人文社科研究课题<非营利组织声誉危机重塑与测评:基于中国社会转型情境的实证研究>(批准号:12YJC630291) 上海市哲学社会科学规划课题<中国社会转型情境下社会组织市场导向对组织声誉影响研究:以上海为例>(批准号:2012BGL007)

关键词非营利组织品牌化品牌资产品牌个性品牌建构 nonprofit organization branding brand equity brand personality brand construction

分类号 F270 [经济管理—企业管理]

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参考文献33

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