基于市场营销视角的慈善组织公信力提升研究

A Research on Promoting the Credibility of Charitable Organizations from the Perspective of Marketing

公众的信任是慈善组织生存和发展的基石,如何修复信任、提升慈善组织公信力成为紧迫而重要的课题。慈善组织应在信任受损情况下,综合运用信息传播、危机公关、风险感控制、有形展示等营销理论,对公众信任进行维护和修复,提高慈善组织的公信力。

Public trust is the cornerstone of the survival and development of charitable organizations, so how to restore public trust and enhance the credibility of charitable organizations has become an urgent and important issue. When the credibility of charitable organizations is impaired, they should maintain and restore public trust by comprehensively using marketing theories such as marketing communication, crisis public relations, risk control and physical evidence, so as to enhance the credibility of charitable organizations.