非营利组织营销研究概述

Marketing Study of Non-profit Organization

随着科技的创新和经济的进步,非营利组织之间的竞争日趋加剧,非营利组织生存和发展存在着极大的危机,如何获取更多的捐赠成为了非营利组织最关心的话题、也成为了中外学者研究的热点.对国内外非营利组织现有的研究进行归纳和总结,对于未来研究方向提出建议,希望有助于国内研究者进一步的研究,借鉴国外非营利组织的经验,制定更有效的营销策划,从而带动中国非营利组织事业发展.

The innovation of technology and the advancement of economy have increased the competition between the non-profit organizations, whose are faced with the crisis of survival and growth. How to gain more donations has become the most concerned topic from the organizations as well as the hot point for study at home and abroad. The summery of the past study can help make some suggestions for the direction of the future study and for further study. If the non- profit organizations at home develop well, it is necessary to learn from the experiences of the organizations abroad and make more effective marketing skills.