SWOT视角下服务少数民族流动人口NGO营销战略研究

A SWOT Analysis on the Marketing Strategy of NGO Serving for Minority Floating Population

作为重要的社会治理主体,NGO能够通过灵活的形式志愿为少数民族流动人口提供适度满意的公共产品与服务,减少其合法权益因政府失灵和市场失灵而无法得到保障的社会不公现象。SWOT模型的运用能够精确分析服务少数民族流动人口NGO的内部条件及外部环境。从实体服务型NGO的实证研究可以总结出几点经验:向少数民族流动人口提供服务的NGO需要按照营销原则,采取策略性的行动,提升组织公信力,获取社会支持;及时对市场变化和服务目标群体的需求做出反应,提高顾客满意度;汇集社会资源,确保顺利实施组织战略计划,实现组织目标。从而,在自我发展的同时加速少数民族流动人口城市适应与融入。

As an important social governance subject,NGO can voluntarily provide moderately satisfactory public goods and services to minority floating population through flexible forms,so that can reduce social injustice that caused by government failure and market failure. The article used SWOT model to accurately analyze the internal conditions and external environment of NGO serving minority floating population. The result of empirical researching on entity-serving NGO showed that NGO need to,firstly, take strategic actions according to marketing principles,so as to prompt organizing credibility and gain social support;secondly,respond to market changes and the needs of service target groups in a timely manner to improve customer satisfaction;finally,collect social resources to ensure implement organizational strategic plans smoothly and achieve organizational goals. Thus,with self-development,NGO can accelerate the adaptation and integration of minority floating population.