“新农合”营销动因、路径与策略研究——非营利组织资源依赖视角

A Study on the Marketing Motives,Routines and Strategies for “New Rural Co-operative Medical System”: Non Profit Organization Resource Dependence Perspective

新型农村合作医疗是农村社会保障体系的重要组成部分,是党和政府解决"三农"问题,推进新农村建设及和谐社会建设的重要举措。目前关于新农合的研究主要集中在宏观制度设计和微观运行机制与执行的公平性,几乎是依赖政府单一供给模式实现的。"政府能力"和"农民需求"的差距加剧了新农合资源约束,这已成为新农合可持续发展的最大障碍。本文从新农合的组织特征与困境着手,发挥非营利组织功能,导入营销战略。开展与外部环境的互动,主动获取资源,从"被动输血"转为"主动造血"。构建了新农合开展合作营销的策略与路径,寻求不同发展阶段匹配的合作伙伴与营销手段,建立长远、稳定的资源获取网络,为新农合可持续发展提供更全面的保障。

NCMS is one of important parts of the rural social security system, and it is also an important measure for the governments to solve the ＂San Nong＂ problems and to build socialist harmonious society. Most studies main- ly focus on the macro system design and the fairness of the micro operation mechanism and implementation, almost relying on the government single supply mode. However, the gap between ＂government ability＂ and ＂farmers needs＂ increases the new rural cooperative medical resource constraints. This has become the biggest obstacle to the sustainable development for NCMS. Focusing on the organizational characteristics and difficulties of NCMS, this paper attempts to improve the effects of NPO functions by adopting marketing strategies, and puts forward some strategies for NCMS＇s cooperative marketing. It also attempts to seek suitable cooperation partners and marketing means to match different development periods.