基于扎根理论的我国社会组织品牌外化理论模型研究

Research on the Theoretical Model of the Brand Externalization for Chinese Social Organizations Based on the Grounded Theory

通过深度访谈方法收集相关资料,并借助于扎根理论研究方法,对我国社会组织品牌外化的理论分析框架进行了探索性研究。研究结果显示:对于我国社会组织而言,品牌行动(即品牌外化过程)由品牌定位、识别和沟通3个主范畴构成,并对组织品牌资产(即品牌外化结果)具有显著影响;组织资源支持和市场化运作是社会组织品牌行动有效实施的两个重要基础。

Based on the method of in-depth interview, this research conducted an exploratory study on the theoretical analysis framework of brand externalization for social organizations in China with the help of grounded theory. The results show that: For Chinese social organizations, branding action(i.e. brand externalization process) consists of three main categories, namely brand positioning, identification and communication, and has a significant impact on organizational brand equity(i.e. brand externalization results);Organizational resource support and market-oriented operation are two important bases for the effective implementation of branding action for social organizations.