| 国外营销学界关于非营利组织营销的研究及启示 |
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| 引用本文： | 侯俊东, 杜兰英, 李剑峰,.国外营销学界关于非营利组织营销的研究及启示[J].华东经济管理,2009,23(2):132-136. |
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| 作者姓名： | 侯俊东 杜兰英 李剑峰 |
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| 作者单位： | 华中科技大学,管理学院,湖北,武汉,430074 |
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| 基金项目： | 国家自然科学基金(70872038);; 湖北省社科基金项目(2007014) |
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| 摘 要： | 随着非营利组织数量及规模的不断增加和扩大，政府直接支持的减少，非营利部门需要商业化的营销观念已成为一个不争的事实。文章梳理了国外关于非营利组织营销的若干核心研究方向及主要成果，包括收入创造、市场导向、形象与声誉、志愿者征召、艺术营销和社会营销等，并逐一阐述了各领域未来可供研究的突破口。
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| 关 键 词： | 非营利组织 营销 艺术营销 社会营销 |
Research and Implication of Foreign Marketing Circles about Nonprofit Organization Marketing |
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| HOU Jun-dong; DU Lan-ying; LI Jian-feng.Research and Implication of Foreign Marketing Circles about Nonprofit Organization Marketing[J].East China Economic Management,2009,23(2):132-136. |
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| Authors: | HOU Jun-dong; DU Lan-ying; LI Jian-feng |
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| Affiliation: | School of Management; HuaZhong University of Science and Technology; Wuhan 430074; China |
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| Abstract: | With an increase in the size and number of nonprofit organizations,and a decrease of governmental support of fund,there seems to be a general consensus that nonprofit sector need the marketing concept of commercialization.This paper combed through several core research fields and main fruits about nonprofit organization marketing overseas,including income generating,market orientation,image and reputation,recruitment of volunteers,art marketing and social marketing,on this basis,the future research landscap... |
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| Keywords: | nonprofit organization marketing art marketing social marketing |
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