中国非营利组织的供应链整合营销传播策略模式研究

把整合营销传播这一理论工具引入非营利组织的供应链管理中,尝试为中国非营利组织建立适合其运行的供应链整合营销传播战略模式。     

互动式整合营销传播在供应链管理中的应用模式研究

基于互动媒体、数据库及利害关系管理的互动式整合营销传播(Interactive IMC)已经成为非营利组织创造价值、获得资源的重要战略手段。在阐述互动式营销传播的基础上,引入了供应链的价值模式,最后详细分析了互动式整合营销在供应链管理中的运用。     

互动式整合营销传播在供应链管理中的应用模式研究

基于互动媒体、数据库及利害关系管理的互动式整合营销传播(Interactive IMC)已经成为非营利组织创造价值、获得资源的重要战略手段.在阐述互动式营销传播的基础上,引入了供应链的价值模式,最后详细分析了互动式整合营销在供应链管理中的运用.     

论整合营销传播与企业组织结构再造

文章通过对整合营销传播与企业传统组织结构的矛盾分析,找出引起矛盾的原因,并从原因着手来提出适合整合营销传播的相应的组织结构再造的思路和对策。     

论整合营销与供应链管理的延伸和整合——基于三聚氰胺等食品安全事件的理论反思

整合营销与供应链管理是当今最为流行的市场营销与企业管理理论。但三聚氰胺等食品安全事件提示我们,只有从整合营销传播延伸到全面整合营销,后台供应链管理延伸到全程供应链管理,成本效益控制链延伸到品质品牌保证链,并在此基础上进行全面整合营销和全程供应链管理的整合,这样才能使得企业在取得用户满意、具备市场生存资格之后去争取具有竞争优势的市场发展地位。     

整合营销传播的消费者视角

整合营销传播,要从消费者的视角来策划企业的整合营销传播方案。本文首先分析了我国企业整合营销传播运作实践中“由内及外”视角的不足之处,然后提出了整合营销传播消费者视角聚焦的观点,并阐述了“由外及内”的整合营销传播方案的企划过程,还探讨了聚焦于消费者的整合营销传播企业组织的构建。     

非营利组织审计问题及建议研究

近年来,我国非营利组织得到了一定的发展,与此同时非营利组织财务上也暴露了一些问题,因此非营利组织的审计问题逐步得到重视。本文根据目前我国非营利组织存在的问题,分析出现问题的原因以及完善的对策。提出促进非营利组织制定相关审计方案的措施。     

我国非营利组织财务管理与监督

非营利组织作为除政府、营利组织以外的社会组织,非营利组织的活动遍及现代社会的各个方面,它的出现和发展减轻了政府在公共问题上负担,而非营利组织的财务问题是非营利组织健康发展的核心问题之一。目前,我国非营利组织的财务管理水平远远落后于非营利组织自身的发展。同时,对非营利组织的财务监督问题也不够重视,监督法规不完善、社会的监督动力不足、内部监督形同虚设,因此,迫切需要提高非营利组织财务管理水平,并建立一种相应的监督机制。     

非营利组织的发展困境与突围

自20世纪80年代以来,非营利组织在我国迅速发展,它们作为政府与市场之外的第三部门开始活跃于社会公共服务与社会公益事业的舞台之上。我国非营利组织起步相对较晚,发展还很不全面,针对其现有情况,从非营利组织内外部环境入手,研究未来非营利组织的发展路径对于规范非营利组织,扩大非营利组织的队伍,完善其社会职能上具有重要意义。本文立足于非营利组织的现状,剖析了目前我国非营利组织的发展困境,并提出了相应的解决措施,旨在更好地发挥非营利组织的职能。     

非营利组织会计信息披露与个人捐赠吸引

频发的非营利组织负面新闻使得非营利组织公信力受到严重质疑,非营利组织亟待通过会计信息披露解决公信力危机,从而持续地获得资金支持。本文从制度和内容上对我国非营利组织信息披露的现状进行分析,对个人捐赠者的捐赠动机进行了探究,明确指出个人捐赠者最关心的是非营利组织会计信息,并且为非营利组织后续会计信息披露的改进提供了建议。     

论非营利组织软实力的提升

非营利组织在当前人类社会活动的不同领域正在发挥着其不可或缺的日益重要的作用,非营利组织软实力理论也被学者提出,并逐步被普遍接受,非营利组织软实力建设是非营利组织本身发展的内在要求。非营利组织应通过深化建立共同愿景、突出特色、创新文化载体、树立品牌形象等举措,加强非营利组织软实力的建设。     

非营利组织税收优惠主体地位研究——基于与美国法比较视角的分析

在我国目前的法律体系下,非营利组织税收优惠主体地位包括两个层面,其一是非营利组织自身所享有的税收优惠,简称免税资格,通过与美国法的对比,发现中国现行的"双重管理体制"成为非营利组织数量少、规模小的重要原因之一;其二是企业、社会团体或个人向非营利组织进行公益性捐赠所享有的税收优惠,简称公益性捐赠税前扣除资格,通过与美国实践的对比,指出现行"特许制"的弊端。     

Individual versus companion visitors' willingness-to-pay for the theater tickets: The case of Perm opera

Business-like approaches are applied more and more widely in nonprofit organization contexts, and theaters are no exception. Revenue generation, customer segmentation, and personalized marketing are becoming the key managerial concerns. Our study focuses on two relevant aspects of theater attendees' behavior. We examine visitors' willingness-to-pay (WTP) for theater seats (to derive revenue drivers), and its difference between two segments – single and couple visitors (to uncover the social motivation effect). These aspects taken together have never been previously studied in the nonprofit marketing context. We model WTP using the actual purchase data from Perm Opera and Ballet Theatre in Russia. Unlike most marketing studies which use stated preference for WTP evaluation, we employ the revealed preference approach. The results verify that single and couple visitors may be treated as separate segments, allowing for personalized promotion and other marketing decisions.     

The Organization of Marketing: A Study of Decentralized,Devolved and Dispersed Marketing Activity*

ABSTRACT Despite a priority research grading by the Marketing Science Institute, the issue of marketing organization is bewilderingly under explored. Whilst advances have been made in conceptualizing marketing organization in networks of large trans‐national corporations, recent research has highlighted the paucity of empirical work into the intra‐firm dispersion of marketing activities. This study is designed to examine just this issue. The aim is to develop data‐grounded insights into the organization and dispersion of marketing activities. A case study finds an unusual form of marketing organization. This form of marketing organization is characterized by the decentralization, devolution and dispersion of community‐oriented marketing management activities driven by empowered operational‐level part‐time‐marketers who either adopt a traditional mix‐management approach or more rarely a relational approach. These findings lead to a range of interesting implications for theorists and practitioners.     

Relationships among levels of government support,marketing activities,and financial health of nonprofit performing arts organizations

• This exploratory study researches and analyzes the empirical effects of financial levels of government support and marketing practices on the financial health of nonprofit performing arts organizations. Declining government subsidies and increasing competition from non-traditional sources have presented these organizations with unique opportunities and challenges that call for a market-centered, as well as an art-centered approach. Financial health is critical for the long-term success of a nonprofit performing arts organization. Few empirical studies have examined the interrelationships between these key variables. This study analyzes a sample of 63 American professional symphony orchestras employing 20 years of data. The correlations among financial levels of government support and marketing activities were positive and significant, the correlations among levels of government support and financial health were negative and significant, and the correlations between levels of marketing activity and financial health were negative and varied in significance. Causal analyses were less conclusive, but significant causal relationships were found for large symphony orchestras, indicating that segmentation research may be warranted. Implications and opportunities for future research are presented which have potential application for government agencies, academic researchers, and arts organization managers, boards of directors, and donors.

Copyright © 2006 John Wiley & Sons, Ltd.     

Internal competition in a nonprofit museum context: development of a scale

• External competition and marketing have been extensively researched in the for-profit environment and to a lesser extent in the nonprofit environment. However, the concept of competition within a nonprofit organization is indicative of another type of competition, that of ‘internal competition’. Internal competition, operating in the nonprofit's endemic environment of scarce resources, takes place between departments, between individuals, and even within individuals in terms of time and energy spent on differing objectives. Internal competition manifests itself as internal conflicts over not only objectives but also the means for achieving the objectives. This research examines the construct of ‘internal competition’ in the museum portion of the nonprofit sector where marketing is often seen as a ‘necessary but evil’ tool essential for survival. Museum retailing, which has taken on an increasingly vital role in the financial support of museums, offers an opportunity to analyze the nature of internal competition and for developing a scale for measuring internal competition.

Copyright © 2007 John Wiley & Sons, Ltd.     

Health nonprofits online: the use of frames and stewardship strategies to increase stakeholder involvement

• This study examines connections between the conceptual frameworks of compassion fatigue (burnout toward social issues) and related stewardship strategies that are used as a form of best practices to address the issue of compassion fatigue. A content analysis of 117 health nonprofit websites (457 web pages) investigates how nonprofit health organization websites are framing their communication to various stakeholders and how the strategies of stewardship are employed online. Findings indicate that although health nonprofits are using positive frames and multiple stewardship strategies, more could be done by nonprofit marketing practitioners to facilitate positive, long-term relationships with stakeholders in an environment of increased communication and compassion fatigue.

Copyright © 2014 John Wiley & Sons, Ltd.     

非营利组织会计研究综述

针对目前国内外对非营利组织会计研究的焦点问题,本文界定了非营利组织的范围与非营利组织会计目标和应采取专用基金会计模式,设计了我国非营利组织会计非营利组织会计准则体系并分析了我国非营利组织会计存在的问题及未来研究方向。     

Software for nonprofit fundraising and marketing

This paper discusses whether or not nonprofit donation processing software can be developed for nonprofit marketing. It shows, from previous research, that money-raising rather than money-processing is a crucial justification for a fundraising computer system. However, it is in money-processing rather than money-raising that most fundraising systems have their origins. It identifies key differences in software purpose; transaction processing is reactive, money-focused, and task-oriented, whereas nonprofit marketing is proactive, donor-focused and process-oriented. The paper looks at IT evolution over the last 50 years and recognises three phases: automate, informate and transformate. The paper suggests that fundraising systems are somewhere between automate and informate. Transformational IT has yet to come for the nonprofit world. The paper shows where the strains occur when a transaction processing system is pressed into use for marketing, and the most common causes of problems are identified. Finally it sets an agenda for nonprofit marketing systems which focus on holistic donor management, and suggests a number of data and functional needs that set marketing systems apart from transaction processing systems.     

面向服务的标准信息专题知识组织

文章通过分析国内外标准信息专题服务现状,指出当前国内标准文献服务机构在服务过程中存在的问题。通过市场调查,推测出今后标准文献服务的发展趋势是通过对标准信息进行专题知识组织来开展多类型的专题服务,通过自身开展的试点研究总结出一套标准信息知识组织流程。