南京外秦淮河环境综合整治项目的市场化运作

Marketing Operation of the Urban Nonprofit Object:Case Study of the Comprehensive EnvironmentalTreatment of Qinhuai River in Nanjing

针对南京外秦淮环境综合整治项目的特点,对该项目进行了效益分析,提出了市场化融资思路,并由此总结出一系列公益性项目的市场运作启示。

Aiming at the economic character of theurban nonprofit object, this paper suggests that theoperation of the urban nonprofit object should makechanges on the aspect such as investment subject,operation subject, government function, the depth,extensive and the sequence of development of op-eration resource, which should subject to the chal-lenge of the marketing. With the case study of thecomprehensive environmental treatment of theQinhuai River in Nanjing, the paper analyzes themarketing operation of the urban nonprofit objectand summarizes it's meaning.